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NCJ Number: NCJ 200473     Find in a Library
Title: Marketing Community Policing in the News: A Missed Opportunity?
  Document URL: Text PDF 
Author(s): Steven Chermak ; Alexander Weiss
Date Published: 2003
Page Count: 9
  Annotation: This study examined how the police use the media to promote community policing, and with what result.
Abstract: Specific goals of the study were to assess the quality of police-media relations, examine the receptiveness of the media to community policing, identify the promotional methods police use, and measure the amount and quality of press coverage community policing receives. Information about police promotional efforts was obtained from a survey of agencies in cities with populations greater than 100,000. Questions focused on the promotional strategies used, the receptiveness of the media, and how the agency viewed the quality of media coverage. To measure the number and quality of articles about community policing, the researchers reviewed newspapers in four cities. The study found that police-media relations are mutually supportive, that media representatives view the police as accessible, and that the media are accommodating when public information officers (PIOs) ask for coverage of community policing. Still, crime stories take precedence over community policing stories in media editing policies, and the coverage of community policing tends to be narrow and devoid of any discussion of goals or philosophy. The researchers advise that an effective marketing strategy for community policing might call for broader outreach and the sharing of some PIO responsibilities among other staff. The PIOs contacted report that they publish newsletters, work with neighborhood groups, operate student or citizen police academies, conduct citizen seminars, and are in touch with business and civic leaders. Any outreach strategy should be evaluated for its effectiveness. Key questions in an evaluation could include whether citizens better understand community policing, whether their support is stronger, and whether they have become involved as partners with the police. 1 note
Main Term(s): Community policing
Index Term(s): Public information ; Media coverage ; Media support ; Police-media relations ; Police-media relations training ; NIJ grant-related documents
Sponsoring Agency: National Institute of Justice (NIJ)
US Department of Justice
Office of Justice Programs
United States of America
Grant Number: 96-IJ-CX-0078
Sale Source: National Institute of Justice/NCJRS
Box 6000
Rockville, MD 20849
United States of America

NCJRS Photocopy Services
Box 6000
Rockville, MD 20849-6000
United States of America
Type: Report (Study/Research) ; Survey
Country: United States of America
Language: English
Note: NIJ Research in Practice
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