Building Trust through Authenticity: Rethinking Police Service Branding and Video

For years, police departments have leveraged traditional media and, more recently, social and digital media to showcase their departments. Videos are powerful for recruitment and public relations, providing a glimpse into daily police work and corporate culture. However, videos focused on tactical operations, and intense action are increasingly misaligned with the values and skills modern police departments aim to promote. These videos can give viewers a narrow, often skewed understanding of police work, where the emphasis is on “fighting crime” rather than building community relations. At Responder Recruitment, we’re shifting our focus as well. Our clients are asking for more storytelling and more realistic portrayal, so we’re listening. Our next round of client videos will highlight this shift in messaging. 

Most police work, especially in modern, community-oriented departments, is about communication, empathy, problem-solving, and collaboration. For a public that is increasingly interested in seeing police departments as allies rather than enforcers, action-oriented videos don’t bridge the gap—they widen it. This isn’t just a public relations concern; it also impacts recruitment, as potential candidates might be drawn for the wrong reasons or repelled by a distorted view of the role.

Videos and designed media that accurately portray policing foster trust, transparency, and understanding. A more authentic portrayal showcases the realities of the job, including the challenges and rewards, and helps to break down existing biases. Videos should reflect the wide spectrum of work police do daily, from school resource programs, neighbourhood watch meetings, community outreach, and de-escalation to wellness checks and mental health interventions.

Highlighting these elements provides an opportunity to educate the public on the full role of police services. It reinforces that police officers are protectors, allies, guides, and sometimes counsellors. For recruits, this portrayal appeals to those interested in making a difference through a diverse skill set, especially those who value service over action and want a role focused on community building.

Police services can embrace a more community-centred storytelling approach by focusing on everyday situations where officers make a positive impact. Imagine a video showing an officer helping a child, talking to community members about local issues, or de-escalating a tense situation with calm and empathy. These are powerful moments that often go unnoticed but are essential parts of the job.

Community-centred videos don’t need to be boring or slow; they can be equally captivating by capturing the genuine emotion and resilience involved in this work. Using real testimonials from officers, community members, and even individuals who have had transformative encounters with the police can make these stories compelling. These videos could also highlight specialized officers trained in crisis intervention, mental health response, or school resource programs, giving audiences insight into the diversity of roles within a department.

Changing the focus of video assets and media is also essential for recruitment and retention. The ideal recruit for a modern police service is a problem solver, communicator, and critical thinker. A campaign focusing solely on tactical skills may attract applicants drawn to the action, but this doesn’t reflect the reality that 90% of police work is service-based. Shifting towards a narrative that emphasizes collaboration, empathy, and the ability to navigate complex social dynamics will better attract and retain candidates with a public service mindset.

Some examples of media we’re starting to focus on for our clients are recruitment videos and assets featuring storytelling of actual events and the day-to-day routines of officers handling varied tasks: mediating disputes, collaborating with community organizations, working together with boards, checking in on vulnerable individuals, and facilitating positive community interactions. By giving recruits a realistic picture of what their work will entail, police departments are more likely to attract candidates who are invested in the community and motivated to help people in non-confrontational ways.

Transparency has become a cornerstone of trust in policing. Media assets are an opportunity to take this transparency further by showing not only the actions police take but also why they take them. Explaining the “why” behind various aspects of policing—training, protocols, community partnerships—provides a more rounded and humanized perspective. Videos that discuss department initiatives, ongoing projects, and challenges the department is working to address can demystify the profession and foster a sense of openness.

Police departments have a tremendous opportunity to shape their image and narrative through video and media content. By moving away from adrenaline-driven, tactical representations and adopting authentic, community-focused storytelling, they can build bridges, earn trust, and attract individuals who are dedicated to service. In an era where transparency, empathy, and community engagement are essential to modern policing, creating the right visual narratives is not just good PR—it’s a step toward building stronger, healthier communities and a more representative police service.