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Identifying Strategies to Market Police Image in the Media

Author

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  • Ciabuca Alina

    (Al.I.Cuza University, Psychology and Educational Sciences Faculty)

Abstract

One of the main ways to capture the image of an institution is represented by the manner in which it is promoted by the media. Considering the newspapers articles referring to the police forces published in the written media, we conducted a syntactic analysis, followed by a content one, in the form of thematic analysis. Results showed insufficient attention paid by the media to the institution and its activities. It also reflected a rather limited view, focused on covering specific crime incidents and ignoring some aspects like successful activities, public cooperation and support, processes involved, etc. The study revealed the need for the police to pay more attention, to be more actively in promoting its image and to develop a more adequate strategy for marketing its image.

Suggested Citation

  • Ciabuca Alina, 2014. "Identifying Strategies to Market Police Image in the Media," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 291-296, May.
    • Handle: RePEc:ovi:oviste:v:xiv:y:2014:i:2:p:291-296
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    More about this item

    Keywords

    public image; police; image marketing; content analysis.;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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