When citizens see that a police department has personnel who reflect a cross-section of the community, they have greater confidence that police officers will understand their problems and concerns. When attempting to recruit minorities and women, recruitment officers must go where such candidates are likely to be found, such as craft fairs (women), schools in communities with a high percentage of minority students, and representation at community events that attract a cross-section of the community. Women's conferences, Latino festivals, urban leagues, NAACP meetings, a commission on Latino/Hispanic affairs within the city, and churches in the community are all great places to target specific groups of people. Recruiting materials must address the specific questions and concerns likely to be present in the minds of targeted minority groups and women as they consider police careers. Further, departments must not only focus on recruitment strategies but also on the retention of minority candidates and officers. This requires that the department mount an effective strategy for welcoming and supporting minority officers within the departmental subculture and working environment. This means eliminating discriminatory attitudes and practices by male and majority officers.