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Rebuilding the rep of police officers...through PR




Mounted police keep an eye on the crowd just before the LA Kings arrived during their parade.
Mounted police keep an eye on the crowd just before the LA Kings arrived during their parade.
Roberto (Bear) Guerra

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Every high-profile police-involved shooting or instance of officers acting badly have dealt a tremendous blow to the reputation of police departments around the country.

Those who already mistrusted cops are having their suspicions confirmed, and those who had a more positive view may find themselves wavering.

Rebuilding that trust will be a tough job.

One way to do that is by being more visible and active in the community. Another way, however, is transforming your public face.

That's where John Guilfoil comes in, a public relations expert who specializes in helping police departments.

Guilfoil tells Take Two that a majority of a department's time shouldn't be on stopping crime, but being a friendly part of the community.