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There Is No Standard System Of Exposure In The Police Agency

Decent Essays

There is no standard system of measurement adopted by all communications professionals but comprehending the return on investment (ROI) is necessary for companies to gauge which platforms equal effective outreach to media and the public (Drell, 2014). “Digital campaigns, in particular, now come with a variety of measurement tools, including Klout for measuring levels of online influence on Twitter and Facebook, and Google Analytics” (Argenti, 2016, p. 160). For law enforcement the ROI is viewed more likely as a return on objective (ROO) concept since they are a non-profit entity (Drell, 2014). Krajicek (2015) noted in his article that teams working various forms of social media, internal communications, media relations, etc., display …show more content…

Once a police agency determines the placement of the public relations team and forms a strategy for various types of communication they can focus on the effects of their messaging with the media and the public.
Working with the Media and the Public
One of the goals for law enforcement to connect with the media is to utilize the media’s interest in crime to interact with the public. In research conducted by Huang, Wu, Huang, and Bort (2017) they reviewed three forms of communication labeled Push, Pull, and Networking which related to one-way communication (Push) and two-way communication (Pull and Networking). More specifically, in a Push strategy social media channels are used to publicize information the agency is obliged to share with the public (Huang, Wu, Huang, & Bort, 2017). An example includes daily crimes reported, apprehensions on warrants, and citations issued.
Secondly, a Pull strategy adds a call to action in the posts and requests the public to either directly interact with the agency or amongst themselves (Huang et al., 2017). Hence, Pull tactics results in comments posted to social media walls and sharing of the information. For example, an AMBER alert is released, and the police desire the public to respond with information and share the alert with their acquaintances.
Third, a Networking strategy aspires for more informal interactions with social media users and promotes trust and

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