PRL 315: Public Relations Research
In order to investigate the research question, "How should the Oneida Police Department communicate community policing and other grant initiatives with the community to ensure buy-in and support?," I collaborated with a team of five people ("New Solutions") to produce an in-depth research analysis for the Oneida City Police Department in Madison County, New York.
Note: "New Solutions" is a fictional PR firm created for our in-class research
Our Research Journey
1. Situation Analysis and Preliminary Research
Our team researched the Oneida City Police Department, the Violent Crime Reduction Initiative Grant, and the community members in this phase of the research. New Solutions identified the target audience for our research, as well as the situation analysis, research question, and objectives.
2. Survey Design and Distribution
We created a 16 question survey using Qualtrics to analyze residents' perceptions of community policing and the local police force in Oneida. Five demographic questions were included in the poll, asking about respondents' age, gender, race/ethnicity, political affiliation, and length of time living in Oneida.The survey, was prompted on various Facebook groups and received a total of 179 responses.
3. Data Analysis and Presentation
Finally, we utilized Qualtrics' cross-tabulations feature to analyze the data to identify any statistically significant correlations between the variables. One of the findings New Solutions discovered was that the 18–25 age group is less likely to be in favor of the efforts the police department plans to carry out with the money, such expanding patrols and community policing. We gave the client a presentation of our findings and suggested ways to improve the OPD's current and future situation.
Introduction
The Rural Violent Crime Reduction Initiative Grant of $150,000 from the U.S. The Department of Justice was awarded to Oneida City, a small city in central New York, in response to an increase in crime. The grant's goal is to improve the city's use of Crime Prevention through Environmental Design (CPTED) initiatives and community policing techniques to reduce offenses. Four classmates and I created a fictional public relations firm, New Solutions PR, to create a research survey to assist the police department's initiatives to strengthen community connections and minimize future crime. The goal of this research was to answer the question, "How should the Oneida Police Department communicate community policing and other grant initiatives and outcomes with the community to ensure buy-in and support?"
Methodology
The research was conducted using an online survey that was distributed to Oneida residents aged 18 years or older via Facebook groups. The sample group was chosen because these residents are most familiar with the Oneida community and policing, making their responses particularly relevant rather than those younger than 18 or not from Oneida. The survey was posted in two Facebook groups, Oneida Moms and Oneida City Police Department ("OPD"). Although it was initially estimated that the survey would receive 50 responses, it
ultimately received 179 responses, which was a significant and unexpected result. The survey was 16 questions, 5 demographic questions and 11 questions regarding Oneida residents’ perception of the OPD. The survey provided valuable information that the OPD can use to ensure community buy-in and support for their initiatives.
Data
The software used to survey the residents of Oneida was called Qualtrics. Of the total 179 responses, 47% were from males and 53% were from females. Of all those who responded, the media age was 43 years old. The majority of the respondents were 26-49 years old. 90.4% of the audience received a high school diploma, while 24.4% graduated college or pursued further education. With this data, we can gather that most of our respondents’ highest level of education is high school. With regard to statistics more socioeconomically related, we gathered that the median household income was $49,516. This is important to note, as 12.4% of Oneida City’s population lives in poverty. Within this county, the pricing for residence ranges from $70,000 to $110,000. From a demographic standpoint, 95% of Oneida residents reported that they identify as Caucasian. The average number of residents within a household sits at 2.36. From a political standpoint, it is important to note that the mayor of Oneida City is a Republican. This can perhaps suggest that there may be a lean in Republican party supporters among the city’s residents.
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As mentioned earlier, Qualtrics was the primary tool to gather and evaluate the statistics from the survey. In addition, cross-tabulations were conducted to analyze the relationships between different variables and to identify any statistical significance. The study looked at various correlations between questions to gain knowledge for the OPD and their mission. Cross- tabulations illustrated the correlation between political affiliation, age, and involvement with the police, as well as the correlation between political affiliation, age, and opinions on community policing. Furthermore, it also explored the relationship between beliefs about the OPD's practice of community policing, the belief that involvement with the police department is important, and opinions on the effectiveness of the police force.
Results and Highlights
The resulting highlights from the study show that there is a positive correlation between age and belief in the effectiveness of community policing, as well as between age and support for increasing patrols. Furthermore, Republicans were found to be more likely to support increasing patrols. Additionally, there is a positive correlation between the belief that involvement with the police department is important and support for community policing and CPTED. Finally, there is a relationship between believing that the OPD practices community policing and supporting community policing. The survey had a margin of error of less than 5%, thus this information is very accurate, and these relationships and correlations can be assumed true of a much larger sample. Thus, the OPD should use the data from the survey to help ensure maximum buy in and support from the community. These demographic factors provide important context for understanding the attitudes and opinions of Oneida residents toward the community policing initiatives of the OPD.
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The survey results highlighted the 18–25 year-old demographic as the group that primarily disagreed with community policing and showed the least engagement with the police department. The lack of engagement from this age group sample expresses that the OPD needs to focus on engaging with these people more. The younger group of people are the future of the residents, and it is vital the OPD is able to thoroughly communicate with them. Furthermore, there was a positive correlation between age and support for community policing and increasing patrols, with Republicans more likely to support increasing patrols. Social media, particularly Facebook, was the preferred mode of interaction for Oneida residents with the police department, indicating a desire for new community strategies and improvements. About 61% of residents preferred to communicate with the police department through social media platforms such as Facebook, Twitter, and Instagram, with Facebook being the most favored platform for communication.
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The survey illustrates a correlation between residents' belief in the Oneida Police Department's practice of community policing and their support for it. Those who strongly agree that the department practices community policing is more likely to believe in its effectiveness. Additionally, respondents who strongly support the police force are more likely to feel that having a relationship with the police department is important for involvement in the community. On the other hand, those who strongly disagree with community policing are less likely to value such involvement.
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The study revealed an intriguing finding: respondents who had direct experiences with the OPD, such as being stopped for a traffic violation or reporting a crime, were more likely to have unfavorable opinions of the department than those who had not. This means that the OPD may have possibilities to enhance the caliber of their interactions with community members and develop trust through satisfying encounters. The study also indicated that the majority of participants had never heard of the term "community policing," which suggests that the OPD needs to do more to inform the public about how they conduct law enforcement.
Limitations
The study has some limitations, including the fact that it was only distributed digitally to Oneida residents, omitting people who might not be engaged on social media or who do not have access to it. Furthermore, the majority of respondents accessed the survey through the Oneida City Police Department's Facebook page, indicating a potential sampling bias because these individuals are already showing an active interest in the Oneida Police Department.
Recommendations and Conclusion
Based on the survey results, several recommendations can be made to improve community policing and increase support for it in Oneida. First, it is recommended to communicate the grant initiative and Crime Prevention Through Environmental Design (CPTED) on social media platforms, particularly Facebook, which was identified as the primary mode of interaction between Oneida residents and the police department. Second, both traditional and social media should be used to persuade residents about the benefits of CPTED and community policing, and how the Oneida Police Department already has community policing measures in place. Third, increasing patrols should be explained on Facebook to target the 18–25 year-old age group, who showed the least engagement with the police department and expressed skepticism about community policing. By implementing these recommendations, the Oneida Police Department can improve its relationship with residents and increase support for community policing.
Client Case Study Report
Case Study based off research on Oneida's communication with community regarding Initiative Grant and CPTED
Client Presentation
Presentation highlighting main takeaways from research
Summary of Case Study
A summary highlighting results from research