Policing and the Challenge of Communication How Police reach out to the NSW Community Strath Gordon Director, Public Affairs Branch August 2009

The challenge of communication is one of the greatest faced by any policing jurisdiction. We need the publics assistance in solving crime…..we need to issue warnings, advice and reassurance to our communities and importantly we need their confidence. Andrew Scipione APM Commissioner of Police Policing and Communication

In the absence of information, people tend to make assumptions, usually negative. Customer Service Institute of Australia – Customer Service Project for NSWPF 2008 Policing and Communication

By having confidence in police, the respondents added that they are more likely to report crime incidents in the community. University of Technology, NSW - Research into Media and Perceptions of Policing 2007 Policing and Communication

The NSW Public is poorly informed about crime and criminal justice... this is due in no small measure to the way these issues are portrayed in the media. All too often, media coverage of crime and justice and is distorted, selective and sensationalist. NSW Bureau of Crime Statistics and Research – Crime and Justice Bulletin August 2008 Policing and Communication

Research Outcomes People want to see police doing their job A calming influence & in control Undertaking planned activities Didnt like violent confrontations Desire to see police successes Seeing police taking drugs & guns off the streets makes them feel safe Strong awareness that media manipulates reality Want to see good spokespeople Wanted police to be pleasant but not too friendly Policing and Communication

Maximise assistance and information from the public to solve crime Correct or clarify information Warn people of dangers or threats Create discussion in the community Improve behaviour by increasing the perception of detection Highlight good police work Reassure the community Policing and Communication NSW Police Media Policy

Media Unit 24/7 Web-pages Proactive media roles New Projects Officer & Multi Media Unit Corporate Spokespeople Devolve media responsibilities – media training Marketing initiatives Community and local based initiatives, including forums Television programs Digital Media Policing and Communication How does NSWPF achieve its communications goals?

YouTube Facebook myspace Twitter Policing and Communication Digital Media

Television is still powerful – Gen Y watch more than kids four years ago Twitter now has four million registered users 95% of year olds are on-line Gen Y three times more likely than Gen X to use social networking Mobile phones to become a leading source of access to internet Around 8% of all site visits are to social networking sites Traffic to NSWPF website has grown 40% in 12 months Policing and Communication Digital Media - Some Facts

People want to see police doing their job A calming influence & in control Undertaking planned activities Didnt like violent confrontations Desire to see police successes Seeing police taking drugs & guns off the streets makes them feel safe – reduces fear of crime Wanted to see all the above in news, current affairs, reality. Strong awareness that media manipulates reality Need for good spokespeople Wanted police to be pleasant but not too friendly Perceptions of Policing Research Outcomes

Operational strategy Seeking public assistance/warnings/reassurance Encourage specific behaviours eg reporting crime Morale boost for operational police Investment in long term PR capital Police are doing their job Human face of policing Recruitment Counters negativity Source of revenue Perceptions of Policing Extended Benefits

Proactive footing in Media Unit Creation of the News Projects Officer Divert multi-media from internal focus Senior Media Officer focus on Media Training Expanded Film & TV Product One show in 2006 to six in 2009 Explored one on one opportunities with current affairs programs Massive internal education program Perceptions of Policing How Has This Influenced NSW Police Force

Some Issues Are we excluding huge portions of our CALD community? Are we driving a wedge between older generations and new generations? Hate groups exploit digital platforms Accuracy of language – more room for error Perceptions of Policing Communicating with CALD Communities

Police need trust and an understanding of our role & functions Look at as many opportunities to communicate as possible Use visual opportunities to tell our story in multiple languages Depict interaction between police and community leaders Issues based forum sites Mobile phone marketing Perceptions of Policing Some Opportunities