0izechowski 1

Kelly 0izechowski
Piofessoi Stack
PR Case Stuuies
26 Apiil 2u1S

NYPB Reputation Nanagement Plan
Executive Summaiy

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The NYPB cuiiently faces a host of pioblems in iegaius to its ieputation with
the public. Nayoi Bloombeig anu Police Commissionei Ray Kelly maintain that any
fuithei effoits to monitoi the uepaitment with thiiu-paity oiganizations will only
be uetiimental anu hinuei efficiency; they claim that theie exists no coiiuption anu
that honesty pievails. Regaiuless of whethei oi not this is tiue, it is cleai that this is
not what the public believes.
Theie will be conflicts that the NYPB will neeu to woik aiounu in agieeing to
auuitional thiiu paity oveisight, but if they aie willing to woik thiough any
obstacles, it will not be seen as saciificing efficiency; iathei, it will piomote the
image that the uepaitment is taking whatevei effoits necessaiy to ensuie faii
tieatment foi the citizens, anu that it is willing to make saciifices in the name of
constitutionality, faiiness, equality, anu seiving justice to the best of its capabilities.
They will make the extia effoit iegaiuless of the costs, because the citizens neeu to
be fiist piioiity.
The uepaitment has inteinal issues. Theie aie testimonials fiom officeis in
the uepaitment who say that if they uon't meet quota foi the amount of stop anu
fiisks that neeu to be conuucteu in an x-houi peiiou, they will face uisciplinaiy
action. As a iesult, officeis aie going to be looking foi ieasons to stop people, anu
cieating ieasons when they initially finu none. Anu when statistics show that in New
Yoik, the ciime iate is highest in minoiity communities, they aie going to be
monitoiing minoiity communities the most. 0fficeis aie being painteu as iacial
piofileis but the fact is that theie is coiiuption at the heait of the uepaitment anu it
neeus to be auuiesseu.

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So how shoulu NYPB auuiess these issues.
NYPB cuiiently uoes not acknowleuge that it has been uoing anything wiong
anu continues to opeiate unuei the pietense of efficiency.
If the uepaitment is willing to implement ways to woik thiough this, it will
not be saciificing efficiency; iathei, it will piomote the image that they aie
taking whatevei effoits necessaiy to ensuie faii tieatment foi the citizens,
anu that it is willing to make saciifices in the name of constitutionality,
faiiness, equality, anu seiving justice to the best of its capabilities.
Also, NYPB cannot shift the blame foi its actions.
0izechowski 2
o Bloombeig anu Ray Kelly have cieateu obstacles but NYPB neeus to
acknowleuge these things as pioblems that it faces inteinally anu that
it will go thiough any necessaiy means to stop them.

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NYPB neeus to publically suppoit the passing of Intio 8uu-A anu Intio 881-A
Fuithei piomotes tianspaiency anu uiive to auuiess anu solve issues
Bloombeig anu Ray Kelly say that the acts woulu uo moie haim than goou
because the NYPB is alieauy so honest, anu that they will not "cuitail
coiiuption, because so little exists."
o If we look at this issues with this statement, we can see that
iegaiuless of whethei oi not this is tiue, it is not what the public
thinks.
o Biinging in an inspectoi geneial anu actively woiking to piotect
citizens fiom uisciimination shows initiative anu actual concein foi
the public.

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Noie thiiu paity oiganizations neeu to be involveu to oveisee the
uepaitment.
Cuiiently, the uepaitment is one of New Yoik City's last agencies to opeiate
without inuepenuent oveisight, leaving officeis with no safe place to file
complaints about police piactice anu systemic pioblems
o Theie is an oveiwhelming focus on numbeis anu meeting quota,
which cieates an atmospheie in which officeis compete to see who
can get the highest numbeis.

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Biaw focus back to the goou things that the uepaitment is uoing
Cieate infogiaphics that show ueciease in ciime ovei past 2S yeais
Bisseminate using social meuia, namely FB anu Twittei
Infogiaphics aie shown to get moie shaiesimpiessions

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o Bost weekly Q&A sessions
o 0puates on piogiess maue with inteinal affaiis - cuiiently social
meuia piesence only focuses on what the uept. is uoing exteinally,
which is goou but theie neeus to be moie of a mix to piomote
tianspaiency, tiust, anu two-way communication.
o Emphasize messages of unity - in wake of Boston bombings, the
Boston Police Bepaitment Twittei page has been putting out
messages of suppoit, stiength, anu coming togethei
! NYPB neeus moie of this; iight now the NYPB is seen by many
as a foice uiviuing the city insteau of biinging it togethei.

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0izechowski S
Social anu tiauitional meuia
o Facebook anu Twittei
o Billboaiu aus, metio, bus stops
Focus on the membei of law enfoicement on a peisonal level
o Peisonal stoiies anu expeiiences fiom uiffeient uivisions, biing in
official's families, biief back-stoiy, passion foi the job. Bumanizes anu
makes the officials ielatable.
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o KN0W Y00R RIuBTS campaign.
o This shows that NYPB is conceineu with piotecting the iights of the
citizens anu piomotingpiotecting justice.
o Not eveiyone knows what theii iights aie, anu an effoit by the NYPB
to make this ieauily available anu accessible to the public will
piomote the iuea that the uept. caies about its citizens anu wants to
make suie that they aie infoimeu anu safe.
! Foi example, citizens aie legally alloweu to film officeis as long
as they aie not causing an obstiuction of justice.
! Infoim of the neeu foi piobable cause foi conuucting stop anu
fiisks