Marketing Case Insight 17.1: City of London Police

Summary

In this video, Professor Paul Baines interviews Superintendent Helen Isaac of the City of London Police, discussing how the force uses communication strategies to reduce criminality and ensure public safety. The City of London Police has a complex and historic role in policing a small area with a large, diverse population, including tourists and businesses. Project Servitor, a key initiative, uses unpredictable police deployments to deter terrorism and involve the public as eyes and ears for the police. Through varied media, including posters and social media, the operation successfully reassures citizens and deters potential terrorists, showing the power of strategic communication in policing.

Takeaways

• 😀 The City of London Police was founded in 1839 and serves a diverse population, including residents, businesses, and tourists.
• 😀 The police are responsible for securing significant events like the Lord Mayor's Show, with a focus on safety and preventing terrorism.
• 😀 In the mid-1990s, the police faced a threat from vehicle-borne explosives, leading to security measures like a ring of steel around the city.
• 😀 Today, the terrorist threat is more unpredictable, and the police must adapt their strategies to protect the public.
• 😀 Project Servitor involves highly visible and unpredictable police deployments, such as mounted officers and firearms teams, to deter criminal activity.
• 😀 Effective communication with the public is critical in Project Servitor, as the police rely on the community to report suspicious behavior.
• 😀 The police need to balance reassurance to the public without causing alarm, using different messaging for diverse audiences.
• 😀 The police use various media, such as posters, leaflets, and social media, to communicate their message about security and community vigilance.
• 😀 Messages are crafted to both reassure the public and deter terrorists by showcasing the unpredictability of police operations.
• 😀 Surveys show that the public feels reassured when they see multiple forms of communication about the security measures in place, leading to increased public involvement in reporting suspicious activity.

Q & A

What is the City of London Police responsible for?

The City of London Police is responsible for policing the City of London, which is a historic and diverse area with a small resident population of around 9,000 people, but a large business population of about 300,000. It also serves many tourists visiting historic venues such as the Bank of England, St. Paul's Cathedral, and the Tower of London.

What was the 'ring of steel' implemented by the City of London Police?

The 'ring of steel' was implemented in response to the threat from vehicle-borne explosives in the mid-1990s, particularly after the Bishopsgate and Mary Axe bombings. It involved closing many entry points into the city and having a small number of controlled access points, monitored by police officers 24/7 with CCTV and number plate recognition cameras.

What is Project Servitor?

Project Servitor is a highly visible police operation designed to deter terrorism by using unpredictable deployments of police officers and assets, such as dogs, horses, and firearms officers. It also involves media communications to engage the public and raise awareness about security operations.

How does the City of London Police ensure that their highly visible police deployments do not alarm the public?

The police aim to reassure the public through clear communication and messaging, ensuring that while the presence of officers may be visible, it does not cause unnecessary alarm. The public is encouraged to work with the police as their eyes and ears, reporting suspicious activity without feeling fearful.

What are the challenges in communicating to both the public and potential terrorists through Project Servitor?

The main challenge lies in designing a message that resonates with both audiences. For the public, the goal is to reassure and encourage vigilance, while for potential terrorists, the message needs to show that the police are actively monitoring and ready to respond in unpredictable ways, thus deterring attacks.

What types of media and messaging were used in Project Servitor?

Project Servitor used a variety of media, including PR articles, posters in stations and crowded areas, digital mediums, leaflets, and Twitter messages. These messages were tailored to speak to both the public and potential terrorists, ensuring consistency across all platforms.

How did Project Servitor message to the public about the role of plainclothes officers?

One key message was about the presence of plainclothes officers within crowds. A campaign poster asked the public, 'Can you spot the plainclothes police officer?' The goal was to reassure the public that even though they might not see uniformed officers, police operations were still ongoing, while making potential terrorists aware that plainclothes officers were also a part of the security measures.

How did Project Servitor engage the public to contribute to security?

The public was engaged through messaging that encouraged them to be vigilant and report any suspicious activity. A key message emphasized that the public were '300,000 extra pairs of eyes and ears' in the City of London, reinforcing their role in ensuring the safety of the area.

What were the positive outcomes of Project Servitor?

The outcomes included increased public reassurance, more reports of suspicious activities, and an increase in arrests and crime detections. The public felt more secure when they saw communications about the operations, especially when the messages were presented through multiple mediums.

How did other police forces use Project Servitor?

Other police forces, including Police Scotland during the Commonwealth Games and the British Transport Police, have used Project Servitor and its marketing techniques in their own deployments. This has led to increased interest from other forces in adopting similar approaches to enhance public safety.