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AGENDA ITEM REPORT

Title: Report on Strategic Communications Strategy
REPORT PROFILE
MEETING DATE
10/22/2020		 BUREAU SUBMITTING THIS REPORT
Strategic Communications and Research Bureau
RESEARCHED BY (PRINT NAME)
Phil Caporale		 REVIEWED BY (PRINT NAME)
REPORT DATE
09/16/2020		 APPROVED BY
Manuel Alvarez, Jr.		 DATE APPROVED
09/22/2020
PURPOSE
Information Only		 FINANCIAL IMPACT
No

ISSUE:
What strategy can be employed to brand or market POST services in order to ensure a better understanding by the public and field?
BACKGROUND:

At the February 2020 Commission Meeting, Commissioner Ramirez requested POST research a "marketing" or branding strategy for POST.  Further, POST staff receive inquires from the public, other government entities, academia, media, and the field that reflect a considerable lack of understanding regarding POST service and law enforcement training and standards in general, often requiring staff to correct misinformation.

The presentation was tabled at the June Commission Meeting due to COVID-19.  
ANALYSIS:
Based upon the Strategic Plan and recommendations from the Mission Consulting Report, POST created a Strategic Communications Unit to ensure consistency in outward messaging to the field. All external communications will flow through the unit to maintain the "look and feel" of POST branding, including, but not limited to, bulletins, publications, correspondence, etc. Unit development is in its infancy.
RECOMMENDATION:
This report is presented for Commission information only. No action is required.
 
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