ECCB Media Training for ECCU Police Officers

FOR ECCU POLICE OFFICERS TRAINING MEDIA

27-28 March 2025 ECCB Headquarters Bird Rock, St Kitts

PUBLIC RELATIONS & COMMUNITY ENGAGEMENT THE IMPACT OF POLICE

PRESENTER

Atlee P. Rodney QPM, Bsc Commissioner of Police Antigua and Barbuda

ROBERT PEEL “ The Police are the Public and the Public are the Police; the Police being members of the public who are paid to give full time attention to the duties which are incumbent on every citizen in the interest of community welfare and existence” Peel’s slogan- “A safer Community together”

“THE FATHER OF MODERN DAY POLICING”

TODAY’S AGENDA

UNDERSTAND PUBLIC RELATIONS AND COMMUNITY ENGAGEMENT

IDENTIFY KEY PRINCIPLES AND COMPONENTS

RECOGNIZE CHALLENGES AND BENEFITS

THE NEWS HEADLINE

“COMMUNITY POLICING TO BE A FUNDAMENTAL PART OF THE MINISTRY OF NATIONAL SECURITY’S CRIME PREVENTION STRATEGY” BASSETERRE, ST. KITTS, FEBRUARY 16, 2024 (SKNIS) At his Press Conference with Cabinet Ministers on February 13, 2024, Prime Minister the Honorable Dr. Terrance Drew affirmed the commitment of the Ministry of National Security towards addressing crime and violence in the Federation of St. Kitts and Nevis.

POLICE- COMMUNITY RELATIONSHIPS In order to be effective, the Police must forge partnerships with the community. Such

partnerships result in numerous benefits to both the police and the public.

WHAT IS...

DEFINITION

The British Institute of Public Relations (BIPR) defines public relations as

“The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics” .

A PRACTICAL APPROACH TO PUBLIC RELATIONS THE 5 KEYS APPROACH

Determine attitudes and behaviours of the public and the causes in order to plan and implement activities to influence or change the attitudes and behaviour. 1. RESEARCH

Set objectives, determine financial, human resources and other needs. In short, assess the resources needed and how to implement them. 2. PLAN

Key components of the plan are put in place, such as establishing contacts, assigning responsibility, recruiting staff, scheduling meetings, sourcing funding, and launching campaigns. 3. IMPLEMENT

Monitor use of funds, labour, equipment and other resources and reassign when necessary. Communication lines must be open and maintained and follow ups must be conducted. 4. MANAGE

5. EVALUATE

Feedback must be encouraged. This can be done through the use surveys and stakeholder meetings. Information from these evaluations must be documented.

A PRACTICAL APPROACH TO PUBLIC RELATIONS

1. The Research 2. The Plan

3. The Implemention

4. The Management

5. The Evaluation

COMMUNITY ENGAGEMENT

PRINCIPLES OF COMMUNITY ENGAGEMENT

3. Encourage Resident collaboration and shared purpose

1. Build

2. Create broad opportunities for

Resident Trust

inclusion and engagement

PRINCIPLES OF COMMUNITY ENGAGEMENT

4. Promote open and transparent dialogue

5. Leverage the power of social media

COMMUNITY POLICING

COMMUNITY POLICING

Community Policing expands the function of policing beyond crime to the resolution of community problems.

(Peak & Glensor,2012)

COMMUNITY POLICING

Community Policing is a bottom-up strategy that places emphasis on the police officer’s use of information, judgment, wisdom, problem-solving and expertise to solve community safety issues.

Community Policing represents a significant transformational change that redefines how the Police organization understand its functions, operations, and relationship to the community. COMMUNITY POLICING

COMPONENTS OF COMMUNITY POLICING

Community disorder ”Broken Windows”

Problem-oriented Policing

T he emphasis is more on public safety than law enforcement. “Pro -active vs Reactive”

THEMES OF COMMUNITY POLICING • The police should be accountable to the community. • The Police should be connected and integrated into the community • The Police should be oriented to solving community problems.

QUALITIES OF GOOD POLICE OFFICERS COMMUNITY POLICING

Committed and Effective

Knowledgeable about the community

Transparent and Authentic

Emotionally Intelligent

EMOTIONAL INTELLIGENCE

High EQ

Assertive Ambitious Enthusiastic Sociable

Patient Consistent Detailed Meticulous

EMOTIONAL INTELLIGENCE

Low EQ

Impulsive Resistant to change Passive Highly critical

Aggressive Easily distracted Confrontational Selfish

THREATS TO POLICE-COMMUNITY RELATIONS

Excessive Force- (Police brutality)

Rudeness ( Indiscipline officers)

Authoritarianism

Police Corruption

THREATS TO POLICE-COMMUNITY RELATIONS

Lack of Accountablility

Politics

Racial Profiling or Bias Policing

BENEFITS OF GOOD POLICE-COMMUNITY RELATIONS

Improved community quality of life

Solving community issues

Resident fear reduction

BENEFITS OF GOOD POLICE-COMMUNITY RELATIONS

Increase resident satisfaction with police service

Decreased incidents of disorder

Increase crime prevention

TEAM ACTIVITY 1. Research 2. The Plan 3. Implement 4. Manage 5. Evaluation

1. Prepared a brief Public Relations plan to address the community issue/problem given.

2. Identify a spokesperson to make a three minute presentation highlighting the Plan, the Implementation, the management and the evaluation.

REVIEW 1. Community policing is a fundamental part of crime prevention. 2. The Police are the public and the public are the Police. 3. The threats to community relations must be prevented. 4. A practical Approach to Public Relations will bring positive results.

CONCLUSION • The ECCB members states requires effective police service. • Community Engagement is critical in public order. • The responsibility of Police leadership is to give community engagement priority. • Every police officer has a role to

play and an obligation to participate in community engagement activities.

REFERENCE

Police Leadership – Rising to the top Jenny Fleming

Police Leadership and Administration - 21st century Strategic Approach William F Walsh et Police Administration 3rd Edition- Larry KGaineset

CONTACT INFORMATION

• ATLEE P. RODNEY-QPM • EMAIL ADDRESS: • atlee.rodney@ab.gov.ag • atlee20@gmail.com

• OFFICE PHONE: 1-268-462-0360 • CELL NUMBER: 1-268-464-8901

THANK YOU FOR YOUR ATTENTION

Atlee P Rodney QPM Bsc

WHAT IS A PRESS CONFERENCE? HOW TO PREPARE FOR A PRESS CONFERENCE? WHAT IS THE PURPOSE OF A PRESS CONFERENCE?

3

A press conference is a formal event where a person or an organisation presents information to the media and answers questions from journalists. Source- EdRev.

A press conference is a tool designed to generate news – in particular, hard news that can advance the cause of your organization. Source- EdRev.

• It can be used as an additional media technique, for special occasions, when you want to make an impression. • To emphasize points you might not otherwise have a chance to make in print media.

• To engage with stakeholders • To announce an important development, and explain its local significance and wider implications.

To generate the kind of notice or publicity that you’d otherwise have to pay a large amount for.

To add importance to the Police organization’s mission, vision and mandate in the community.

TO PROTECT YOUR AGENCY’S IMAGE

A press conference can assit the Police Force to set the record straight if the agency receives negative publicity.

OWN THE SITUATION

TIMELY RESPONSE

• Develop a crisis management plan before a crisis occurs.

• Identify potential risks and communication strategies.

• A written document outlining how the police will communicate with the media. • Every member of the organization must be aware of the Policy. (Force Order) • The policy guidelines must be adhered to by all and at all times.

• A written document outlining how the Police Force will use social media platforms. • Every member of the organization must be aware of the Policy. (A Standing Order) • The policy guidelines must be adhered to by all and at all times with disciplinary implications.

OWN THE SITUATION

TIMELY RESPONSE

• Act quickly to control the narrative • Take responsibility when necessary • Avoid deflecting blame or downplaying the situation.

• Have the main speakers properly briefed. • Have a prepared statement. • Give the press adequate notice.

-Be clear and concise - Avoid using jargon, rhetoric, or inflammatory language - Stifle "ums" and "ahs." MODERATOR

PRESENTERS

You want to draw attention to the issue, not distract the audience with your words.

MODERATOR

PRESENTERS

Assume the audience is intelligent – avoid sounding patronizing.

• Always tell the truth. • Don’t exaggerate or give figures that aren’t backed up by evidence • Don’t state opinions as fact, or make charges that can’t be proven. MODERATOR PRESENTERS

MODERATOR PRESENTERS If you don't know the answer to a question, say...

APPEARANCE Dressed neatly and appropriately for the occasion.

• Well-lit • Suited to accommodate electronic devices. • Appropriate background.

• Review Media Questions • Evaluate Responses Given • Document Lessons Learnt

A successful media conference should not only generate news but also boost the morale of your force. Your Agency can take pride in knowing that the press and the public will respect your organization for its timely and candid response to community issues.

•ATLEE P. RODNEY -QPM •EMAIL ADDRESS: • atlee.rodney@ab.gov.ag • atlee20@gmail.com

•OFFICE PHONE: 1 -268-462-0360 •CELL NUMBER: 1 -268-464-8901

UNDERSTANDING MEDIA

Media Training for ECCU Police Officers

Dr. Carel E. Hodge

Introduction & Outline

What are the Roles and Functions of the Media?

Where did media come from?

Why do we need the media?

What is Media?

How should Law Enforcement engage the Media?

Who and what shapes the Media?

When to use the media?

“A definition of media is the main means of mass communication using platforms such as broadcasting, publishing, and the internet. In its simplest form, media is a means of communication, as radio and television, newspapers, magazines, and the internet, that reach or influence people widely.”

Defining Media

Definin g Media

The term media is the plural of medium, derived from the Latin word medius, which means middle. A medium is a method of communication — television, telephone, cable, Internet, radio, or print — between (or in the middle of) a sender and a receiver.

Cuneiform is a logo syllabic writing system that was used to write several languages of the Ancient Near East.

The earliest forms of media were primitive and involved limited forms of communication. These included cuneiform writing and the early steps towards publishing. Writing was often used to record history and important events, a tradition that continues today through the media. By using communication such as written letters, individuals spread their beliefs and express their ideas over vast distances.

Media: Brief History

Invented in 1450, the Gutenberg printing press

was a revolutionary development in the Western world that ushered in the

‘information revolution.’

Media: Brief History

Media has evolved with the development of human civilization and technology. The earliest forms of media were oral and written communication, such as storytelling, poetry, letters, etc. These forms of media were limited by time, space, and audience. The invention of printing press in the 15th century enabled the mass production and distribution of printed media, such as books, newspapers, pamphlets and more.

Media: Brief History

Media: Types and Forms

• Traditional Media: Includes newspapers, magazines, radio, and television. These are more passive forms of media where the audience is usually a receiver of content rather than an active participant. • New Media: Encompasses digital forms like websites, social media platforms, podcasts, and online videos. These allow for more interaction, user-generated content, and real-time communication.

Media: Types and Forms

Print Media

Information conveyed through printed materials.

Media: Types and Forms

Broadcast Media

Information transmitted through mass communication channels.

Media: Types and Forms

Internet Media

Content distributed online, including digital publications and social media.

Media: Types and Forms

Out-of-Home Media (OOH)

Media that reaches people when they are outside of their homes.

Media serves as the bridge to the world, providing crucial updates across politics, culture, education, and more. It plays a vital role in shaping public opinions, influencing societal norms, and connecting people globally. Whether through television, print, radio, or digital platforms, media is the primary source of information and is crucial in educating, entertaining, and informing us. Its influence extends from shaping political views to promoting awareness about social issues.

Function s of Media

“Media plays a fundamental role in our society by providing information, promoting awareness, and ensuring accountability. Often referred to as the "fourth pillar of democracy," media acts as a watchdog, holding governments, organisations, and individuals accountable. It has the power to influence public opinion, shape political agendas, and impact social movements.”

Media: Roles and Function s

Media: Roles and Functions

Informing the Public

Media provides news, reports, and updates on local, national, and global events. News reporting is one of the main ways the media informs the public about current events, developments, and issues happening locally, nationally, and globally. This includes reporting on politics, economics, science, and more.

Media: Roles and Functions

Education

Media is used as an educational tool in schools, through documentaries, online courses, and instructional videos. The Media also plays a role in educating the public, whether through documentaries, news programs, or informational shows that teach about various topics, from history to health and safety.

Media: Roles and Functions

Entertainment Media offers entertainment through movies, TV shows, music, sports, and games. Media content provides entertainment, including television shows, movies, music, sports events, and online videos. This is a key function of the media, offering enjoyment, relaxation, and escape for audiences. Through entertainment, the media also reflects and shapes cultural norms, values, and societal trends.

Media: Roles and Functions

Socialization Media plays a key role in shaping cultural norms, values, and behaviours. Media plays a role in socializing individuals, especially when it comes to forming opinions, attitudes, and behaviors. It helps people understand societal norms, values, and behaviors, often serving as a model of how to act or think. Media unites people by offering shared experiences, such as watching a major sporting event, following the same news story, or engaging with viral content on social media platforms.

• Advertising and Marketing: Media serves as a platform for advertising products, services, and ideas to a broad audience. • Commercial Advertising: Media is a platform for advertising and promoting products, services, and ideas. This is essential for businesses, organizations, and individuals seeking to reach a broad audience. • Branding and Marketing: Companies use various forms of media — TV, online ads, social media, and billboards — to create brand

Media: Roles and Function s

awareness, influence consumer behavior, and increase sales.

• Democracy and Accountability: In democratic societies, media plays a critical role in facilitating informed public discourse. It holds governments, institutions, and individuals accountable by investigating and reporting on issues of public concern. • Fostering Debate and Discussion: Media serves as a platform for public dialogue, discussion, and debate, allowing people to exchange ideas, challenge viewpoints, and form opinions on various issues.

Media: Roles and Function s

Advocacy and Social Change • Raising Awareness: Media can raise awareness of important social issues, like environmental protection, human rights, and inequality, often driving social change and activism. • Campaigns for Change: Media can be a powerful tool in campaigns that advocate for changes in laws, policies, and societal practices. It can highlight injustices and bring attention to causes in ways that prompt action.

Media: Roles and Function s

Preserving Culture and History • Cultural Preservation: Through documentaries, films, literature, and other media, cultures and historical moments are documented and shared across generations. • Storytelling: Media plays a key role in preserving narratives, folklore, and historical events, ensuring that stories are passed on and remembered.

Media: Roles and Function s

• Representing Diverse Voices: Media serves as a space where different viewpoints and voices can be heard, from political commentary to personal stories. This helps give visibility to a wide range of perspectives. • Polling and Feedback: Media provides a channel for gauging public opinion through surveys, polls, and feedback mechanisms, influencing political decisions and societal norms.

Media: Roles and Function s

Providing a Platform for Innovation and Creativity • Creative Expression: Media is a powerful platform for creative expression, allowing individuals to share their artwork, music, writing, or ideas with a global audience. • Technological Innovation: Media platforms continue to evolve through technological advancements, such as virtual reality, interactive content, and immersive storytelling.

Media: Roles and Function s

Media: Influences

Media is shaped by a complex interplay of technological innovations, economic interests, political and legal factors, cultural dynamics, audience behavior, and ethical standards. Each of these factors not only impacts the way media is created and consumed but also influences the broader role of media in society.

Media: Influences

Technology

Technological Advancements: The evolution of technology plays a major role in shaping the media landscape. The rise of the internet, smartphones, social media, and streaming services has dramatically changed how media is produced, consumed, and distributed. For example, the digital revolution has shifted much of the media from traditional platforms (like print and television) to online platforms.

• Media Platforms and Devices: The proliferation of mobile devices, laptops, and smart TVs has altered how people access media. The ease of access and the ability to consume media on-demand (e.g., Netflix, YouTube, podcasts) has redefined traditional media consumption patterns.

Media: Influenc es

Economics and Ownership • Media Ownership and Conglomerates: The concentration of media ownership in the hands of a few large corporations can shape the content that is created. Large media conglomerates often influence what is broadcast or published, which can lead to biases, lack of diversity in viewpoints, and a focus on profit driven content.

Media: Influenc es

• Advertising: Media is often driven by revenue generated from advertisements. The desire to attract advertisers and audiences can lead to content that is more commercially oriented. This can shape editorial decisions, leading to more sensational or entertainment-focused stories.

Media: Influenc es

• Funding Models: The economic structure of media, including subscription models (e.g., Netflix, newspapers), free content with advertising (e.g., social media, YouTube), and public funding (e.g., PBS), influences the type and quality of content produced.

Media: Influenc es

Political and Legal Factors • Government Regulations and Censorship: Media is shaped by governmental policies, regulations, and laws. These can include regulations about ownership (to ensure diversity and competition), content (e.g., censorship, hate speech laws), and the protection of intellectual property (e.g., copyright laws). In some countries, media can be heavily censored or controlled to reflect government interests.

Media: Influenc es

• Freedom of the Press: The level of press freedom in a country determines how independently media can operate. In authoritarian regimes, media is often controlled or manipulated by the state, while in democracies, media tends to be more free, though it may still be influenced by corporate or political interests.

Media: Influenc es

• Political Bias: Media outlets often have political leanings based on the views of their owners, audiences, or editorial staff. Political parties, policies, and ideologies can influence how certain issues or stories are framed or covered.

Media: Influenc es

Cultural and Social Factors • Cultural Norms and Values: Media content is influenced by the dominant cultural values and societal norms in a particular place and time. For example, the portrayal of gender roles, race, and sexuality in the media often reflects or challenges cultural norms and societal expectations. • Public Opinion: Media is also preferences, tastes, and trends can influence what type of content is created, whether it's the focus on celebrity culture, politics, or niche topics. shaped by what the audience demands or consumes. Public

Media: Influenc es

• Social Movements: Activism, social justice movements, and advocacy groups often shape the media by pushing for greater representation, diversity, and attention to important social issues (e.g., gender equality, racial justice, environmentalism).

Media: Influenc es

Audience and Consumer Behavior • Audience Engagement: The way audiences engage with media — through viewing, liking, sharing, commenting, or creating content — shapes media output. The rise of user-generated content (UGC), particularly on platforms like YouTube, Instagram, and TikTok, has altered the traditional roles of producers and consumers.

Media: Influenc es

• Media Literacy: As audiences become more media literate, they can discern biases, identify misinformation, and hold media companies accountable, which can push media producers to create more responsible and accurate content. • Niche Audiences: With the advent of the internet, media has become more segmented. Niche audiences are often targeted with specific content, tailored to particular interests or groups (e.g., podcasts, blogs, streaming channels dedicated to specific genres).

Media: Influenc es

Ethical and Moral Considerations • Media Ethics: The ethical standards followed by journalists and media organizations shape the quality and type of content produced. Issues like accuracy, fairness, objectivity, and balance are central to journalism ethics,

Media: Influenc es

though these may vary across different media outlets and cultural contexts.

• Representation: How different groups are represented in the media, including minorities, women, and marginalized communities, influences societal perceptions and drives media discourse. Calls for more diverse and accurate representation have reshaped media content in recent years. • Sensationalism and Fake News: The pressure to capture attention and generate views or clicks can lead to sensationalism, misinformation, and "clickbait" headlines. This shapes the way stories are covered, sometimes prioritizing speed over accuracy.

Media: Influenc es

Globalization • Global Media Networks: Media is increasingly global, with content crossing borders through satellite television, streaming services, and the internet. This global flow of media influences local cultures and creates a shared international culture, while also raising concerns about cultural imperialism and the dominance of Western media.

Media: Influenc es

• Cultural Exchange and Influence: The exchange of media content across cultures can lead to greater diversity in storytelling, but it can also lead to homogenization, where global media giants dominate, potentially overshadowing local or regional media.

Media: Influenc es

Social Media and the Internet • Instant Communication: Social

media platforms (such as Facebook, Twitter, Instagram, and TikTok) enable real-time sharing of news, opinions, and events. These platforms have altered how people access information, often bypassing traditional news outlets. The speed at which information spreads online can have a significant impact on public perception.

Media: Influenc es

• Viral Content: Social media has created a new phenomenon where content can go viral, reaching massive audiences in a short time. The power of viral content shapes the types of stories that gain traction and influence public discourse.

Media: Influenc es

Consumer Demand and Trends • Shift to Digital: With increasing internet access and the rise of mobile devices, there is a marked shift from traditional forms of media consumption (TV, newspapers, etc.) to digital platforms. This has led to a rise in on-demand content, streaming services, and interactive media like blogs and podcasts. • Audience Preferences: Changing tastes, such as a demand for more diverse content, reality TV, or niche genres (e.g., true crime documentaries, esports), influence the type of content that is produced.

Media: Influenc es

Media: Theories

Popular media theories explore how media shapes society, individuals, and perceptions of reality. There are several theories that seek to explain media and its effect on society.

• Agenda-Setting Theory: This theory suggests that the media don't tell people what to think, but rather what to think about by prioritizing certain issues over others. • Uses and Gratifications Theory: This theory focuses on why people consume media, exploring the motivations and needs that media consumption fulfills, such as entertainment, information, or social interaction.

Media: Theories

• Cultivation Theory : This theory argues that prolonged exposure to media content can shape an individual's perceptions of reality, leading to a distorted view of the world. • Two-Step Flow Theory : This theory proposes that information flows from mass media to opinion leaders, who then influence the general public.

Media: Theories

• Magic Bullet Theory (Hypodermic Needle Theory): This theory posits that media messages have a direct and immediate impact on audiences, who are seen as passive recipients. • Media Dependency Theory : This theory suggests that people become increasingly dependent on media for information, entertainment, and orientation in a complex world.

Media: Theories

• Encoding/Decoding Model : This theory, developed by Stuart Hall, explores how media producers

Media: Theories

"encode" messages and how audiences "decode" them,

recognizing that audiences don't passively receive messages but actively interpret them based on their own experiences and contexts.

Media & Law Enforcement

Police engagement with the media is crucial for maintaining transparency, building trust with the community, and ensuring accurate information is shared with the public. When managed effectively, media interactions can improve police-community relations, promote public safety, and ensure the integrity of law enforcement operations

Media & Law Enforcement

Establish Clear Media Policies

Develop Protocols: Police departments should have established protocols for interacting with the media. Develop a system for handling media inquiries, including designating consistent spokespersons (such as Public Information Officers), and setting guidelines for releasing information. These officers will handle inquiries and set clear boundaries about what information can be shared.

Media & Law Enforcement

Be Transparent and Honest Provide Accurate Information : Police should strive to provide clear, accurate, and timely information to the media. Misinformation or delays in releasing information can lead to confusion and damage public trust. Ensure that all information released to the media is factually correct and reliable, avoiding speculation or misinformation. Its important to share what you know and when more information might be available.

Media & Law Enforcement

Be Proactive in Media Engagement Proactive Communication: Police departments should not only respond to media inquiries but also proactively release information that might be of public interest. This could include information about crime trends, community outreach efforts, or public safety initiatives. This can be done by through press releases, press conferences and media briefings that provide updates on significant cases or community programs and allows the police to shape the narrative rather than react to it.

Media & Law Enforcement

Be Professional and Respectful

Remain Calm and Courteous: Police officers and spokespersons should remain professional, calm, and respectful when interacting with the media, even in difficult or confrontational situations. Avoid engaging in negativity or antagonizing reporters. A professional and respectful demeanor helps build trust and credibility.

Media & Law Enforcement

Develop Media Training for Officers Equip Officers to Handle Interviews: Provide training for officers on how to handle media interviews. This includes how to answer questions calmly, what to say, and what not to say. Officers should be trained to avoid making statements that could jeopardize investigations or public safety. A skilled public information officer (PIO) can help manage difficult situations and ensure that information is relayed clearly and responsibly.

Media & Law Enforcement

Monitor and Correct Misinformation

Use social media strategically : Police should monitor social media platforms for misinformation or rumors and be prepared to correct inaccuracies in a timely manner to avoid confusion or panic. Engaging with the public on platforms like Twitter, Facebook, or Instagram can help clarify the facts.

Media & Law Enforcement

Build Relationships with Journalists Cultivate Trust : Building relationships with journalists and media outlets is essential. A strong relationship with the media allows police departments to engage with them more effectively and work together to ensure that information is reported accurately. Establish a system for regular communication with the media, even when there are no major news events. This could be weekly or monthly, press briefings depending on the needs of the department. Ensure that media contacts have easy access to relevant police spokespersons who can answer questions to avoid journalist having to chase down information.

Media & Law Enforcement

Handle Sensitive Issues with Care Addressing Critical Incidents : When handling sensitive cases, use extra caution in how information is shared. Transparency is important, but sensitivity and respect for the families and communities affected must also be prioritized. Develop empathy and compassion by acknowledging the emotional aspects of tragic events when speaking to the media. Express empathy and assure the public that investigations are being conducted thoroughly and impartially.

Media & Law Enforcement

• Engage with the Community: Police departments can use social media platforms to communicate directly with the public, share updates, promote safety initiatives, and engage in community outreach. • Be Transparent on Social Media: Social media is an effective tool for real-time communication. Use it to provide timely updates during emergencies, share important public safety messages, and correct misinformation. • Limit Personal Opinions: Officers and police departments should avoid using personal social media accounts for official communications or sharing opinions on ongoing investigations or sensitive topics.

Media & Law Enforcement

Understand the Power of Media • Understand media's perspective: Recognize that the media has a job to inform the public, and law enforcement should cooperate with their efforts while maintaining professional standards. • Acknowledge Media’s Influence: Recognize that the media has a significant influence on public opinion, and what is reported can shape perceptions of law enforcement. • Control the Narrative: While it’s important to be transparent, police should also be aware of how their messaging could be interpreted. Crafting clear, thoughtful statements helps guide public perception and reduces the risk of negative interpretations.

Media & Law Enforcement

Understanding and effectively engaging with the media is an essential component of modern law enforcement. It enhances transparency, fosters public trust, and ensures that accurate information is communicated. By being transparent, proactive, and professional, police can build positive relationships with the media, reduce misinformation, and maintain public confidence in their work.

Understand the Media Conclusion

Media is interactive and allows the users and audiences to communicate and exchange feedback with the media and each other.

Media is dynamic and constantly changing with the

Media is diverse and offers a variety of choices and options for the users and audiences.

advancement of technology and society.

Media is influential and affects the opinions, attitudes, behaviors, and values of the users and audiences.

Media is powerful and can shape the public agenda, set

Media is ubiquitous and pervasive and

the norms and standards, and

can reach and impact people anywhere and anytime.

create the reality and perception of the world.

Social Media Marketing in Law Enforcement

PRESENTED BY SERGEANT KAYLA K. KEANE MA, BA (HONS).

“The p olice are the public and the public are the police." Sir Robert Peel

CULTURE “INFORMA FI DEAD”

1 .

OVERVIEW

COMMUNICATION LEVERAGING THE VALUE OF SOCIAL MEDIA

2 .

COMMUNITY UNITING THE POLICE & THE CITIZENS

3 .

(CONVERSION) SHIFTING PUBLIC PERCEPTION

4 .

CULTURE

CULTURE

WHAT COMES TO MIND WHEN YOU THINK OF THE JAMAICAN CULTURE? IT IS SO POTENT AND UNIQUE... SO SPECTACULAR

CULTURE

‘INFORMA FI DEAD’ OR ‘SNITCHES GET STITCHES’

This cultural phenomenon discourages crime reporting.

CULTURE

The police have to make crime reporting cool.

Example: Look at this sample post.

CULTURE THE IMPORTANCE OF CULTURE IN COMMUNICATION:

1. Influence on Communication Styles 2. It helps to define the target audience 3. Relatable emotional expressions 4. Building Relationships 5. Fosters trust

CULTURE

How can you incorporate culture into your communication as a police force?

COMMUNICATION

Social Media is a Language

• All languages evolve naturally with time. • Each generation has its own nuances and phrases that contribute to the identity of that time as do different social groups. • Example: - ‘Sick’ - ill or unwell - Cool, genius or amazing • As culture changes so does communicating via social media. ⚬ Slangs ⚬ Referencing music ⚬ Trends • Social Media is an actual language with its rules and a Lexicon.

How to Speak the Social Media Language Effectively Speaking the Language fluently requires three major components 1. Research Statistics, Social Listening, Social Monitoring, Data mining & Data analysis. These will inform the company’s overall strategy.

1.What is the recommended length of Social Media videos? A. 30 seconds B. 45 seconds

C. 7 seconds D. 1 minute

How to Speak the Social Media Language Effectively

2. Immersion into the online space

Tactics are best devised by using a combination of strategy — that is informed by insight – and combining it with online trends and audience appropriate language.

How to Speak the Social Media Language Effectively 3. A creative mind Social media professionals are not the average human being. They must have an eye for content and the passion for acting quickly

How to Speak the Social Media Language Effectively There is a plethora of pages to follow, and influencer marketing is at an all time high. Therefore, the competition is not just other liquor beverage companies.

You are competing for people’s attention (the average attention span of a person is 7 seconds (Forbes).

How to Speak the Social Media Language Effectively

• Every platform is different, reaching specific demographics and psychographics in different geographic zones. • Becoming an expert requires you to understand that social media management is both a complex science and an art.

Wanted Wednesdays, a campaign aimed at capturing wanted persons, was introduced in 2021 as part of the JCF’s Violence Reduction Strategy.

COMMUNITY

THE JAMAICA POLICE FORCE ON SOCIAL MEDIA

SOCIAL MEDIA & INVESTIGATIONS

SOCIAL MEDIA & INVESTIGATIONS

How to Adapt Your Messages for Social Media — Knowing Your Audience, Platforms etc.

• How do you communicate what on which platform?

• The use of emojis • Adapting your tone to the platform • Hashtags • Abbreviations and text speak • Slang and neologisms

• Communicators vs Top level leadership • Not focusing communication on the audience. • Not catering to specific target audience groups (Segmentation) What Companies Keep Getting Wrong in the Social Media Space

BRAND PERSONALITY

ADVERTISING PERSONAS

The term brand personality refers to a set of human characteristics that are attributed to a brand name. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.

Your brand's persona is an all encompassing term that includes any and all identifiers, types of messaging, and overall objectives you have in mind. Your brand's personality may include quirks, personality traits, and the tone of messaging you choose to use to best appeal to prospective users and/or customers.

What police forces Keep Getting Wrong in the Social Media Space

• Avoid trends and what is popular (Algorithm) • Not moving with the Target audience • (Eg: Platforms- Threads & TikTok)

CATCHING CRIMINALS WITH COMMUNICATIONS AND MARKETING

CONVERT CONVERSION

JCF’S EXPO 2023

Crime Stop Jamaica Statistical Summary 2021 - February 2025

2021

2022

2023

2024

YTD 2025

TOTAL

685

1134

867

156

3990

1148

TIPS RECEIVED

66

39

55

13

250

77

ARREST MADE

35

44

53

12

203

59

FIREARM SEIZED

0

566

0

0

566

0

EXPLOSIVES

AMMUNITION SEIZED

582

561

1395

194

3271

539

PROPERTY RECOVERED

$5,246,172

$30,758,770 $19,299,287

$941,800 $77,619,706

$21,373,677

NARCOTICS SEIZED

$12,691,236

$309,846 $1,232,335 $225,456

$16,873,397

$2,414,524

$5,680,000

$10,225,000

$7,460,000 $1,490,000

$32,535,000

$7,680,000

REWARDS PAID

Thank You

NEWSWRITING THE BASICS

Presenter: Shermalon S. Kirby Director Corporate Relations Department, ECCB 27 March 2025

What we will Cover Characteristics of newsworthy events Types of news Types of news releases Structure of a news story Elements of an effective news story News Release Format

What Makes an Event Newsworthy

PROMINENCE Well-known people and institutions 04

01

CURRENCY What is on people’s minds What people are talking about 02

PROXIMITY Geographical or emotional closeness 03

PROGRESS Changes in an event or issue 05

TIMELINESS What is happening now or is about to happen

What Makes an Event Newsworthy

IMPACT CONSEQUENCE Effect of the event on a large number of people 09

HUMAN INTEREST What evokes emotion 06

07

08

10

CONFLICT CRISIS Tension, clashes, opposing forces

THE UNUSUAL Strange, sharp deviation from the

HUMOUR

What makes people laugh

expected or experienced

Types of News Releases General Provides general information Event Promotes an event Product Introduces a new product or service Launch Provides information about an upcoming event Executive/Staff Executive/Staff - provides information about top level employee

Types of News

Hard/Breaking News Serious and timely events, stories do not have conclusions Soft News Human interest, entertainment, lifestyles

Feature News In-depth look at a subject, written with a conclusion

Editorial/Opinion Writer’s opinion, persuasive

Column/Commentary Personal observation about a subject

Columnists and Commentators

Who are the main Columnists and Commentators in your country? What do they say about you? How do you engage them?

Structure of a News Story Inverted Pyramid: Placing the most important information at the top Ensures that the main elements of the story are not lost during “trimming”

Structure of a News Story

HEADLINE

LEAD

BODY

Hooks Audience

Keeps Audience

Prompts Action

Essence of the story...summary Present tense Active voice

Most important part of the story 5 “Ws” and the “H” One sentence paragraph No more than 35 words Present tense

Details and information to support the lead Background Premise Quotes Statistics

Simple and concise No articles: a, an, the, or forms of “to be” Subject and a verb Avoid acronyms No full stop

Structure of a News Story

Elements of Effective Story Brevity Get to the point quickly; know what to leave out Accuracy Do not assume; get the facts Attribution Identify the sources of information/give credit Attribute what you do not observe or know to be a fact...opinions or views Attribute statements to the person who makes them Use “said”

Balance Get all the sides; a moral commitment

Human Interest Answer the audience’s question: Why should I care?

News Release Format

News Release Format

News Release Format

-30-, ### or END signifies the end of the news release..no more content.

What type of news story is this? What is the news value?

Does the story have attribution? What is the news value? What formatting elements do you observe?

Thank you for Participating

Eastern Caribbean Central Bank

Storytelling with Statistics

Dr. Leah Sahely ECCU Police Media Training 28 March 2025

Eastern Caribbean Central Bank

OUTLINE

• Why Crime Statistics matter • Results from Survey (all countries responded)

• How Crime Data Help Police Messaging • How to Improve Crime Communication • Best Charts for Crime Data Visualization • Data Storytelling Tips for Communicating Crime Statistics • Examples • Key Takeaways

Transforming the ECCU Through Innovation and Collective Action

28-Mar-25

2

Eastern Caribbean Central Bank

Why Crime Statistics Matter

• Explains crime trends with facts • Helps identify crime trends for resource allocation • Supports decision-making on policing strategies • Counters misinformation with accurate data • Enhances transparency and public trust

Transforming the ECCU Through Innovation and Collective Action

28-Mar-25

3

Eastern Caribbean Central Bank

Survey Results - Demographics

1. Survey questionnaire link was sent to all participants attending the workshop on 20 March 2025 2. 13 of the 20 participants responded as shown below

Anguilla

2 2 1 2 1 1 2 2

Antigua and Barbuda

The Commonwealth of Dominica

Grenada

Montserrat

Saint Christopher (St Kitts) and Nevis

Saint Lucia

Saint Vincent and the Grenadines

Total

13

Transforming the ECCU Through Innovation and Collective Action

28-Mar-25

4

Eastern Caribbean Central Bank

Survey Results - Challenges in Communicating Crime Data

Restrictions on data sharing and media misreporting were common challenges faced

Transforming the ECCU Through Innovation and Collective Action

28-Mar-25

5

Eastern Caribbean Central Bank

Survey Results - What Crime Data is Most Reported

Violent crimes most common data reported

Transforming the ECCU Through Innovation and Collective Action

28-Mar-25

6

Eastern Caribbean Central Bank

Survey Results - How Crime is Visualized

Dashboards not used at all

Transforming the ECCU Through Innovation and Collective Action

28-Mar-25

7