The Media, friend or foe?

Most police officers look at the media as the enemy. In some instances I see where I would agree with them. However in the world of police recruiting the recruiter must make friends with the media to save money and to effectively promote their individual agency.

To start, every time, and I mean every time, you get anything worth reporting you should contact your media representatives. I personally have about 2 people per television news station, two with our local newspaper, and a couple with national news that I contact every time I want a recruiting or selection story covered. When you contact them be prepared to send them a press release of what you or your agency has done or doing.

Now make sure during the interview (so be prepared to be interviewed because you will be the one they corner) that you wear your uniform (The uniform promotes your agency and everyone loves the uniform!), and to have your ending tag line ready.

The tag line should do three things:
1. Tell people who you are.
2. Tell people how to apply.
3. Tell people how to reach you with questions.

For example, "If you are interested in becoming a Metro Police Officer, call (555) 555-5555 or apply now online at www.metropoliceofficer.com". This tag line should be one of the last things you say during your interview. Make sure you ask the reporter/cameraman that they actually use this tag line during the interview. They could talk to you for about 30 minutes and the story will only last for 10 seconds if you’re lucky.

Finally, make friends with the media because they can spin negative stories on recruitment to positive stories if they like you. Most news media people are good at heart and they are just doing their job. Get with your public information officer if you have concerns about a particular news reporter. They can give you all the information you want to know about anyone in the business. But truly, overall, most news media types are good people and are easy to work with.