THE USE OF MARKETING TECHNIQUES IN PROMOTING POLICE

Pri svojem dolgoletnem delu v policiji sem spoznal, da slovenska policija v javnosti zaradi narave svojega dela ne uživa dovolj dobrega ugleda. Delo policije namreč pogosto represivno posega v svoboščine ljudi z namenom zagotavljanja varnosti. Zaradi tega imajo zaposleni v policiji pri svojem delu tudi določene težave, kar jim otežuje opravljanje njihovega dela. Kljub temu vsaka država potrebuje organ, kot je policija, za zagotavljanje varnosti na svojem ozemlju. Tako se je pokazal problem, kako izboljšati ugled policije v javnosti in kako pritegniti zanimanje javnosti za delo policije. Poleg tega med opisanimi problem spada tudi nepoznavanje dela policije in seznanitev javnosti s samim načinom dela policije. Policija se je z namenom dviga svojega ugleda v javnosti, pridobivanja novih kadrov, kot tudi zbližanja z javnostjo, lotila promocij in prikazovanja svojega dela. Do sedaj je to potekalo dokaj nestrokovno oziroma nenačrtovano. Namen diplomskega dela je torej izboljšanje načina dela pri promocijah policije in začetek načrtnega ter strokovnega izvajanja promocij policije. Glavni cilj je s pomočjo uporabo marketinških metod pri promocijah policije dvigniti ugled policije v javnosti in tudi zbliževanje policije z javnostjo, kot partnerjem pri zagotavljanju varnosti. Opravljena je bila raziskava, pri kateri smo prišli do ugotovitev, da policija dobro izvaja promocije svojega dela, opreme in poklica, vendar je stanje na tem področju statično in ne kaže napredka v prihodnosti. Zaradi slednjega je ugled v javnosti zadovoljiv, lahko pa bi bil boljši. Javnost prav tako ne zaupa dovolj strokovnemu delu policije. V zaključku raziskave v diplomskem delu smo prišli tudi do izvedljive rešitve. Predlagana rešitev je nov marketinški model za izvajanje promocije policije. Ugotovljena rešitev bi kot taka izboljšala izvajanje promocij policije, istočasno pa bi pripomogla k dvigu ugleda policije v javnosti in izboljšala mnenje javnosti o strokovnem delu policije v Sloveniji.During many years of working for the police force, I realized that the Slovenian police does not enjoy a good public reputation. The cause for this is the nature of the police work. Police work often involves repressive actions towards the freedoms of people, with the intention of obtaining public safety. Low reputation causes certain problems for the police officers and makes their work difficult. However, every country needs a law enforcement body such as the police to ensure safety of its territory. Thus the problem of how to improve the reputation of the police in the public and how to attract public interest in the police work has arisen. In addition to the above mentioned problem there is a lack of knowledge about how the police work and the lack of public acquaintance with the actual methodology of the police work. With the aim of raising their public reputation, attracting new staff, as well as bringing their work closer to the public, the police set themselves to promote and display their work. Until now, this was rather an unprofessional or unplanned undertaking. The purpose of this thesis is therefore to improve the way of carrying out the promotions of the police and to start introducing planned and professional police promotions. The main objective is to raise public reputation of the police through the use of marketing methods in police promotions, as well as bringing the police closer to the public as partners at providing security. On the basis of our research, we came to the conclusion that the police is carrying out the promotion of their work, equipment and occupation well, but the situation in this area is static and indicates no future progression. Because of the latter the public reputation is satisfactory, but the situation could be better. Also, the public does not trust to the professional police work enough. In the conclusion of our research we found a viable solution. The proposed solution is a new marketing model for performing promotion of the police. Such solution would enhance performing of the promotions of the police and at the same time build up the public reputation of the police and improve public perception of the professional work of the police in Slovenia