METROPOLITAN POLICE

METROPOLITAN POLICE

Devising a corporate reputation programme and corporate plan
Choose either the Metropolitan Police or BT (UK only) as the subject of your report.

 

You are to assume the role of a senior executive in a reputation management consultancy who has been commissioned by your chosen organisation (METROPLITAN POLICE- UK) to help with put in place a reputation and corporate communications programme. Write a report that consists of the following three sections:

Section 1: Provide an analysis of its operating environment, key issues, opportunities, risk and produce a reputation audit that focuses on its image-identity alignment

Section 2: Based on that audit, create a corporate communication plan (July 2013- July 2014) based on the template used in class. Use the 10 point planning model and don’t forget to discuss the reputation platform necessary for the organisation and include a section on issues and crisis management. Show how you would ensure complete integration of communication through the management structure you recommend.

Section 3: As an appendices, provide a brief (one-page) plan for the launch of a new policing initiative entitled “Rent a cop” or a new BT tablet device that aims to rival Apple. Details of these campaigns are attached separately to this brief.

 
1 Conduct research as suggested in the section headed ‘Your Task’.

2 Your work must address the questions asked and not include irrelevant information.

3 While you are working continually ask yourself: who; when; where; what; and why?

4 Try to develop an intellectual or academic argument referencing relevant theorists (only the Harvard Referencing System must be applied).

5 You must use your own words. You can use quotes where relevant but ensure the sources are clearly referenced.

6 Insert page numbers.

7 Include a References Section and use the Harvard Referencing System.

8 Proof read your work so it is grammatically correct and you have checked spelling and punctuation.

9 Your word count must not exceed more than the stipulated word count otherwise you will lose 10% from your final grade.
ISSUING ORGANIZATION/REQUEST FOR TENDER: Metropolitan Police

The Metropolitan Police is looking to launch a new sponsorship scheme to London’s business community. This will form a two-year trial which will then be reviewed with a view to roll-out formally.

CONTEXT:

-The Metropolitan Police is the UK’s largest police service and is also responsible for additional policing requirements necessitated by operating in the capital such as anti-terrorism activities and security for large events.

OBJECTIVES:

-Following many years of negative publicity due to the mishandling of a number of high profile cases the Metropolitan Police are now well on their way to re-building their reputation under new commissioner Bernard Hogan-Howe.
At the same time, the economic climate is putting additional pressure on the police budget. A new sponsorship initiative has been devised. The “sponsored cop” scheme would see corporate sponsors pay the salary and car costs of 20 police officers for annual fee of £45,000 each. The initiative has made clear that this is not private policing and these officers will deployed across London and not just responsible for policing the areas where the sponsors are based.
There are mixed views. There is concern by the National Police Federation who do not want “branded” uniforms or the appearance that the police officers will serve the funding company rather than the public but they are prepared to allow the initiative to be undertaken. There are also concerns from the public and the British style of community policing will be lost. Businesses too will want encouragement that this will make a valuable contribution to society and business as a whole

REQUIREMENTS:

-You need to launch the sponsored cop scheme specifically to London businesses, but also ensure that the communities in London do not feel they are losing out. It is a sensitive brief. You have been asked to come up with initial PR ideas in the form of a one-two page mini-plan that the Metropolitan Police can consider. If it likes your ideas you will be asked to develop it further.

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