CRASH COURSE FOR ZAHID, IGP: Don't talk down to the people, they may be smarter than you!

The number of custodial deaths taking place while suspects are held within lock-ups is certainly a serious blow to the credibility of the police.

What is certain is that the men and women in blue are taking the beatings from public opinion not so much because of the deaths in lock-ups but more so because of the poor handling by the captains within corridors of power.

The unchangeable perception in the public foyer is that when the police haul a citizen/individual and need to keep them under custody to expedite the law enforcement responsibilities of the police, the suspect or alleged law breaker has an irrefutable right to stay alive.

It is the duty of the forces to ensure that the suspect is safe from further harm – unless it is the will of God that overrides all human endeavor.

Some basic lessons

The captains and masters of the police force seem to be missing out on some useful strategies when it comes to public concerns, complaints and allegations of wrong doing.

To begin with, the schools of public relations will teach you that rebuttal must follow certain principles. These are:

> Do not make the complainant look the fool in public media or try to lord over the rakyat.

> Never dismiss outright a complaint but give assurances that the matter will be investigated without compromises.

> Because it involves the police, recognize from the start that there is a high degree of public accountability as the police are the vanguards of the rakyat.

> Do not make it seem that it is the right of police and that the rakyat have no business in the matter. Hence, reprimanding and intimidating the public with statements like “the public are warned not to speculate” is counter-productive.

> Demonstrate empathy and not sympathy; neither take on an outright denial stance even when you the police know the whole truth. There is a time to clarify and put forth the truth.

> Be the first to go to the press where needed, and not wait till the matter is raised through the public interest groups and/or social media in particular.

> Taking a contrite and humble approach does not mean the police are weak but if exercised with an acute sense of accountability, it will eventually return strength to the credibility of the men and women in blue.

> As much as you want to reprimand potential trouble rousers, ensure that you have the same stern words for your own men and women under your charge. This gives an impartial and credible thrust to your position and role.

Politics

But from what we read about the statements issued by the police captains and their politician masters – whether over television or as reported in the main stream media as well as the social media, it is obvious that our police and their political masters have much to learn and master in terms of handling public opinion and managing public sentiments.

The problem is, apparently, everything is being colored by politics and political power-wielding-and-shielding. And as a result even the well schooled public relations people within the police force may in all likelihood be handicapped in exercising their knowledge and skills in handling public complaints, grouses, allegations and outright wrong doings.

We must come to terms with the ‘images’ that affect the police force. Again, professional public relations demands that they must be wise and quick to differentiate the ‘wish image’, the ‘current image’ and the ‘multiple image’ that all require different approaches and prescriptions failing which the police force will continue to suffer from a serious credibility problem.

Trying to warn the public that the force cannot be ‘demoralized’ is a pathetic and uninformed position to take – at least from a public relations standpoint.

It does not help the police.

What probably is necessary is to cut the bureaucratic tapes and let the learned police do their professional jobs according to their specific training and roles.

Political party priorities must take a back seat while the police remain committed and demonstrate with conviction that they are the true guardians of the rakyat and law abiding citizens irrespective of what political masters have in mind.

This then will ensure the fundamental principles of public accountability through the employ of effective public relations knowledge and skills return the due credibility to the police who are rightly the 'Polis DiRaja Malaysia' - i.e. subservient to His Majesty's service in protecting His subjects.

In summary, there has to be a without fear or favor disposition in order for professionalism to prevail.

MAILBAG