Saturday, June 27, 2020, began like a typical day in San Diego, California. Second watch officers in the police department’s Central Division were well into their shifts patrolling downtown’s Gaslamp Quarter, which is one of the city’s tourist destinations. However, as those in law enforcement know, things can change in an instant. Two San Diego officers spotted a man who was wanted for robbery. The officers got out of their marked car and asked the man to stop walking. He refused their request, dropped his bag, and ran. In those moments when officers must confront individuals wanted for a serious crime, their adrenaline jumps as they go through their mental checklist of how to handle the situation. The officers followed; the man then reached for his waistband. Faced with making a potentially life-and-death decision with only a moment’s notice, the officers used their service weapons and the man collapsed. The officers rushed to provide aid and call for backup, but the man eventually died in the hospital. It turned out that the man had reached for a revolver wrapped in a bandana.

This incident spread quickly on social media, as did false information, including the rumor that the man was unarmed. The San Diego Police Department (SDPD) knew it had to put out accurate information differently and quickly. Within 24 hours, SDPD released a nearly 12-minute video that explained the incident with context by providing surveillance video and body-worn camera footage. Make no mistake, the agency did not spin the story and the video did not make a case for the officers’ actions—it merely provided the facts. Some people may cringe at the idea of releasing such videos so quickly or at the thought of a police department being so candid with their community. Unfortunately, the word of law enforcement is not trusted in the current culture. Everything the police do is held to a higher, sometimes unattainable, standard.

Video Release Considerations

California law (AB 748) requires law enforcement agencies release body-worn camera video within 45 days of a critical incident. In this case, the SDPD chose to release it immediately given the public setting, rapid spread of misinformation, and hostile climate surrounding officers across the United States. It was a bet that paid off. The agency did not face relentless media scrutiny, a barrage of protests, or widespread outrage on social media as was expected.

Police agencies must always address controversial incidents and do so with open hearts and open minds.

That said, releasing a video immediately after a critical incident is not SDPD’s standard practice. What has changed is how the agency considers its communication strategy for each incident on a case-by-case basis. The litmus test is what the public demands. Gone are the days of “no comment” or ignoring blog and social media posts. Police agencies must always address controversial incidents and do so with open hearts and open minds.

Getting an Outside Perspective

So many times in law enforcement, the instinct is to try to do everything on one’s own—or at least within the agency instead of engaging the assistance of “outsiders.” While attending a police chief training course, SDPD Chief David Nisleit met Laura Cole, who runs Cole Pro Media, a transparency engagement firm that focuses on bringing law enforcement and the community together through open and honest communication. By having access to the “outside” perspective and working with a firm that specializes in transparency engagement, the SDPD is learning where it can be more open. The partnership helps the agency avoid “tunnel vision” or getting locked into one way of doing things. The external perspective shows the agency how to look at communication through the community’s point of view. This type of perspective is exactly what many police agencies need.

Effectively Using Social Media

The SDPD’s communications philosophy has evolved greatly over the last two years, and the agency has become more responsive and accessible. Growing the agency’s social media platforms is as much of a priority as the crucial training recruits get at the academy. Why? The world and communities no longer wait for the police to explain how incidents unfold. Staying quiet and refusing to engage with the public leads to conjecture, gossip, and misinformation that can cause long-term damage to the department and the community.

It’s no secret that social media has had an enormous impact on the flow of information from police leaders to the community. On the positive side, social media has provided a voice for the voiceless, a platform for everyone to be heard and to connect. On the darker side, disinformation can take on a life of its own, being shared and retweeted until it makes its way to mainstream media. Suddenly, a false narrative is accepted as the truth. The absence of a response to such disinformation from the police department can have devastating consequences.

The SDPD’s approach to social media is to focus on transparency and engagement with the community. This approach means letting the agency’s guard down and essentially laying bare what the police do day in and day out. It means meeting the community at their level, speaking to them the way they speak to each other. The agency’s social media posts reflect that approach.

During this time of uncertainty, Chief Nisleit suggest doubling down on social media efforts. Be thoughtful about the content the agency releases. Understand that each platform serves a different audience. Facebook is a space for a comprehensive story—share the little things the agency does every day. Use Twitter to be transparent with the community and the news media. This is a platform that excels in breaking news. Post memorable photos on Instagram. Have fun. The result is not just the opportunity to connect with the community, but also for leaders to connect with line-level staff. Make a commitment to serving, not just in the public safety sense, but in every way. Understand that a community thrives on making that very important connection. SDPD has had tremendous success with this approach and the numbers tell the story. In the last year and a half, the SDPD Media Services team has built social media platforms accordingly:

• • Twitter followers rose from 61,000 to 79,000 (30 percent growth)
  • Instagram followers rose from 14,000 to 29,000 (107 percent growth)
  • Facebook followers rose from 75,000 to 92,000 (23 percent growth)
  • NextDoor followers rose from 300,000 to 388,000 (29 percent growth)

These numbers show that what SDPD is doing is resonating with its audience. The numbers translate into trust. When things go wrong, it’s essential for the audience to already trust the agency and the information it is communicating. Trust matters when there is a critical incident.

Finding the Sweet Spot

21st century policing requires… being open to the reality that communities’ demographics and means of communication are constantly changing.

Not everyone will agree with SDPD’s decision to instantaneously release a critical incident video. All police agencies are trying to find that sweet spot between maintaining the integrity of an investigation and being open and transparent. However, what can be done is taking a look at the agency’s communications approach with a critical eye. Does it require a culture change? Has the agency embraced an “outsider” perspective? Righting a battleship is a monumental task that cannot be done overnight—it requires self-examination, the realization that old methods simply won’t work, and a commitment to a long, often-tough journey. Nonetheless, 21st century policing requires an updated mindset and approach. It requires being open to the reality that communities’ demographics and means of communication are constantly changing, which means the police need to make meaningful changes as well. To truly strengthen the relationship with the people the police serve, they must be met at a place of trust and understanding. This is achieved by being compassionate to their needs, helping people in need is why most police officers got into law enforcement in the first place. 🛡

Please cite as

David Nisleit, “Meeting the Public at a Place of Trust: Managing Communication after a Use-of-Force Incident,” Police Chief Online, March 24, 2021.