Strategy #8
Stakeholders and Partners
Evaluate public policy discussion to determine the effectiveness of public education efforts
surrounding a particular policy and the public’s overall impression of the agency. Take the necessary steps to present more effectively the agency’s perspective on a given issue, improve its performance and image overall, and gain additional public trust.
Background
A powerful indicator of the public’s perception of a particular law enforcement issue, or a law enforcement agency in general, often surfaces in public discussion. This discussion may take place in the legislature, at community meetings, in newspaper editorial pages, letters to the editor, radio talk shows, and elsewhere. It is important to evaluate this public policy discussion. Such an evaluation can tell an agency where it is succeeding in its public education and awareness efforts and where those efforts need to be strengthened. In addition, the discussion can indicate the agency’s strengths and weaknesses in the public’s perception. Responding appropriately to such an assessment is an essential part of gaining greater public trust.
Everyone is affected by traffic safety. Such a broad basis of interest allows tremendous opportunity for proactive public education efforts, and for responding to specific concerns or complaints within a given community. Proactive action with positive results is one of the most effective ways to sway public opinion.
Actions
- Identify media outlets and other venues of public discussion. Then establish a means for tracking the discussion, such as using clipping services, monitoring the Internet, or logging and following up on discussion that may occur on the radio or in other public forums.
- Establish a plan for contributing to the discussion. Appear as a guest on radio or television talk shows; write articles for publication in the editorial section of local newspapers; write a letter to the editor if the agency’s perspective was misrepresented or not represented in an article or in another letter to the editor.
- Identify organizations that share an interest in attaining the agency’s goals of traffic safety.
- Establish and maintain positive relationships with city council members, boards of supervisors, and state legislators. These relationships will allow the agency access to present their perspective on many important topics, including those involving traffic safety.
- Provide training for key spokespersons of the agency. Their knowing how to respond to questions openly and honestly, even in heated or controversial situations, will maintain the agency’s reputation for integrity.
- Develop a Web page and solicit public response to activities and programs. Provide links to and from other organizations working in the field of traffic safety.
- Determine if the agency can approach an action in another way if the public responds negatively.
- Always be honest and as forthcoming as possible in the public policy debate.
Benefits
- Assessing and responding to public policy debates provides an excellent opportunity for the agency to present its perspective on issues, including those associated with traffic safety.
- Positive, honest responses to questions from reporters or the public can increase an agency’s reputation for integrity. This reputation can help the department in both present and future debates.
- Constructive public policy debate is an excellent venue to educate the public about traffic safety issues and gain compliance to rules of the road.
- When the public understands and accepts a policy, law, or program, individuals will become its proponents within their own communities.
- The input of the stakeholders and partners will help the agency prioritize its goals and apply its resources.
- Partners and stakeholders may be able to carry a traffic safety agenda forward when the agency finds itself in the position that it cannot adequately promote that agenda.
Other Considerations
- There are times when a law enforcement agency cannot enter into public debate (e.g., lawsuits, personnel actions). In these cases, it is important to explain to the reporter or public why no comment can be made.
- Agencies may want to budget or plan for special training of key spokespersons. These people may then be able to provide training to others who interact with the public or the media.
- Stakeholders may make demands of the agency, setting forth their own agenda instead of working in a cooperative manner.