Image, Brand & Law Enforcement
By Guest Blogger, Judy Pal
October 8, 2019
As leaders, we all know the importance of police building a trusting relationship with our communities. Often times, we think the person to create these partnerships should be the chief, community coordinators, or the Public Information Officer. Truth be told, it’s the responsibility of every employee of the department – both sworn and professional staff.
In the past, our profession didn’t put an emphasis on developing our image in the community. We let the media create it for us … that didn’t work out so well, especially in this day-and-age of sensation and drama. We now have the tools in social media to be not only the first responder, but the first reporter of stories that affect our community and our brand.
It starts with ensuring every employee recognizes they are the ‘brand’ of not only the agency, but the profession as a whole. One bad event somewhere in the country, reflects on every police employee across the country. We need to focus not only on the direct contact officers have with the people of our communities, but what people are saying about us and how traditional media is covering our stories.
We must be acutely aware of the fact that every person we encounter will have a different perception of our officers. We must strive to ensure those interactions are perceived as fair and professional. Some of the best officers tell stories of their experiences involving an arrest where they truly did make a positive difference in someone’s life. As my mentor, Bill Bratton, espouses, “Cops count, police matter.” Let’s make sure the actions of every employee reflect the professional, courteous, respectful image we want for our profession.
Media & Public Relations Expert. Listen to Judy discuss this important topic with Dean this week on our Straight Talk Podcast. Learn more about Judy and her areas of expertise at
“Make sure the actions of every employee reflect the professional, courteous, respectful image we want for our profession”