Branding of police forces? How to stay true to yourself

Police Forces from all over the world are in times of social media faced more then ever with a need to handle their reputation. How can police forces do this? To what extent can they use insights from branding and marketing developed in the profit sector? What ethical implications arise? And how do cultural and societal factors influence the communication strategy? EUROPOL in cooperation with the Belgian National Police discussed these topics at the annual European Law Enforcement Communicators Conference and brought together heads of communications, spokespersons and speechwriters from various European and American police agencies. Dr. Jacobs presented current insights from marketing and identity research concerning how ‘stakeholder-management’ and ‘authenticity’ need to be balanced and the impact positive and negative feedback from the public and the media has on police officers.