Post on 12-May-2017
NYPD Reputation Management Plan
Kelly Orzechowski
Situation Analysis
Occupy Wall Street controversy & allegations of brutality
Stop and frisk program: racial profiling and attempts by officers to “escalate the incident”
Undercover surveillance of Muslim mosques
Involvement in Occupy Wall Street
Began in September 2011 in Zuccotti Park in NY financial district
“We are the 99%” Clashes with NYPD that often involved
excessive force and brutality WikiLeaks van confiscation
Zuccotti Raid Footage
http://www.youtube.com/watch?v=-t1bG9UGgj0
Stop-and-Frisk Program
Controversy that is hurting NYPD’s reputation In Brownsville, Brooklyn in 2009, 93 out of
every 100 residents were stopped A hugely disproportional number of African
Americans and Latinos are stopped and frisked
With huge increase in stop and frisks, only minor increase in guns found
Community Safety Act
Proposal of Community Safety Act Intro 800-A and Intro 881-A
Police Commissioner Ray Kelly and Mayor Bloomberg are opposed to the act’s passing
Internal Issues
Quota for stop-and-frisk needs to be met, otherwise officers face penalization
Causes officers to “escalate incidents” in order to create issues
Corruption at heart of department
Programming: Issue a Public Apology
Currently does not acknowledge any wrongdoings by the department
Show willingness to address issues regardless of the costs this might present to the department
Do not shift the blame
Programming: Support Passing of Community Safety Act
NYPD needs to publically support the passing of Intro 800-A and Intro 881-A
Further promotes transparency and drive to address and solve issues
Bloomberg and Kelly: “Will not curtail corruption, because so little exists” This comes across as denying the real problem
Programming: Third Party Oversight
Involve more third-party organizations to oversee department
Bring in inspector general Currently one of last NYC agencies to operate
without independent oversight
Programming: Emphasize the Good
Draw focus back to the good things that the department is doing
Create infographics that show decrease in crime over past 23 years
Disseminate using social media, namely FB and Twitter Infographics are shown to get more
shares/impressions
Infographic Example
Programming: Create Transparency
Heightened level of interaction with the public Mostly through Facebook and Twitter Host weekly Q&A sessions Updates on progress made with internal
affairs Emphasize messages of unity
Programming: Ad Campaign
Social and traditional media Facebook and Twitter Billboard ads, metro, bus stops
Focus on the members of law enforcement on a personal level
Programming: PSA Campaign
“Know Your Rights” campaign sponsored by NYPD
For example, citizens are legally allowed to film officers as long as they are not causing an obstruction of justice.
Inform of the need for probable cause for conducting stop and frisks
Shows concern with protecting citizen’s rights
Evaluation
Opinion polls Sample questions
How is NYPD doing in terms of transparency? How does it compare to transparency in the department in 2011?
Do you feel comfortable and safe around law enforcement officials? How satisfied are you with NYPD’s crime prevention? Are you aware of your rights in regards to the stop-and-frisk policy? Does NYPD live up to its creed of courtesy, professionalism, and
respect? Describe any recent interactions you may have had with a law
enforcement official. Were your rights respected? Did you feel respected as an individual?
Evaluation
Media impressions for social media campaigns
Number of “shares” for infographics Crowd-sourcing public opinion towards NYPD Assessment of two-way communication
between public and the department
The End