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METROPOLITAN POLICE
Working together for a safer London
Counter Terrorism Communications strategy 2006/7
Directorate of Public Affairs
Publicity Branch
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21" December 2006
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Counter Terrorism communications strategy Aim
To outline the communications strategy to support the MPS policing priority:
Counter Terrorism. Protection and Security
. Successfully combating terrorism and improving safety and security
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minimising risk and vulnerability of life and property, creating a hostile environment for the terrorists and increasing the feeling communities have of safety and confidence.
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Counter Terrorism communications strategy Background
Since the attacks on 7th July media coverage of terrorism issues remain high such as anti-terrorist operational raids, alleged airport attacks. Though media coverage ensures awareness of terrorism is high, life in the capital has returned to normal. This includes number of people using the transport system and the number of visitors to London.
The ongoing threat to London is still very real and there is need to remind Londoners of the continued role they can play in the fight against terrorism.
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Counter Terrorism communications strategy Environment
Relations with the Muslim community continue to be strained; media coverage of terrorism as an Islamic issue, debates around wearing the hijab etc have all contributed to isolating the Muslim community.
There is continued interest in the shooting of Jean-Charles de Menezes, prosecution of the Office of the Commissioner on health and safety grounds and the families pursuit to hold an individual accountable.
Mistrust of the police following Forest Gate inddent- IPCC investigation continues and report due.
Ongoing trials and sentencing. Recent case of Barot. Crevis trial due to finish February.
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Counter Terrorism communications strategy Environment
Recent Demos study 'Bringing it home: Community based approaches to counter terrorism' reports that policies put in place since tfl have driven a wedge between Muslims and the wider community rather than isolate extremists.
During Autumn 2006 MPS commissioned research to find out if Londoners' attitudes towards terrorism had changed since 7fl, to identify their communication needs and gauge their awareness of the anti-terrorist hotline (ATH). The research identified that people fall into one of three groups:
1. 'Good citizens': Largest and most complex group. They are
conscientious and concerned about terrorism. Education around
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Counter Terrorism communications strategy Environment
'suspicious activity' required because they have a narrow view of terrorism as 'bombs on the tube' and do not initially grasp concept of 'build up' suspicious behaviour. Once explained they do understand. However they need reassurance that the information they have may be useful. They fear wasting police time or causing an innocent person to be accused and investigated by the police- with potentially life-altering consequences.
2. 'Alert reporters': have reported crime to the police previously and have few barriers to reporting suspicious activity to ATH. They need to be made aware of the A TH number.
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Counter Terrorism communications strategy Environment
3. 'Insular avoiders'. hardest to reach group, they have no interest in the issues because they do not feel it is their responsibility to prevent terrorism nor do they 'get' suspicious activity. Within the given budget it is unfeasible that we could change this groups perception.
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Counter Terrorism communications strategy CT campaign (January 2006) tracking research
. Source. TNS Media
56% of respondents recognised at least one element of the campaign. 28% spontaneously recalled the campaign compared to 24% for the 2005 campaign. (Spontaneous awareness for all Met campaigns the 12 months previously was 13%)
The radio ads had the highest recognition and particularly so for non-whites (43%) and men (40%). The authoritative tone and informative nature of the ads had the ability to cut-through other radio advertising and there was positive take-out.
An increase in outdoor spend did not seem to generate higher awareness though this could be due to the lower weight of posters over an increased period of time.
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The creative and mix of media were effective in delivery of the main messages.
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Counter Terrorism communications strategy Environment
The GLA's 'One London' campaign - dates tbc
BTP - National poster campaign on the national train network. Reminding passengers to report unattended bags and to look after their property.
TfL - 'It's up to all of us' campaign. (NB: Tfl.. have an operational reason to remind passengers not to leave their bag's unattended as it causes unnecessary security alerts.)
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Counter Terrorism communications strategy Operational objectives
· To gather actionable intelligence to minimise the risk from terrorist activity, by disrupting terrorist plans.
To reassure the public that the MPS is continually working hard to combat terrorism.
To inform people who work in areas that may come across suspicious activity, of the continuing terrorist threat and to give them information to prevent it.
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Counter Terrorism communications strategy Communication objectives
To encourage reporting of suspicious activity to the ATH
To remind people that acts of terrorism are 'planned' and to look out for suspicious activity which could be linked to terrorism
To reinforce and remind the public to remain alert and vigilant to help in the fight against terrorism.
To reassure the public that the MPS and it's partners are continually working hard to combat terrorism.
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Counter Terrorism communications strategy Audiences
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· Primary:
All Londoners, in particular 'the concerned majority' made up of two distinct groups:
~ Good citizens- aged between mid-20s and mid 40s, mainly C1 ~ Alert reporters- aged 40+, BC 1
[NB. The omnibus research should help quantify numbers and give other demographics which may be useful]
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Counter Terrorism communications strategy. Audiences cont.
. Secondary Stakeholders:
- MPS & MPA staff
- The Home Office
- The Mayor's Office - Security Services - Emergency Services
- ACPO, BTP, CoLP, TfL, GLA
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Counter Terrorism communications strategy Key message
If you suspect it report it...Look out for anything suspicious.
Call to action:
Call the anti-terrorist hotline, in confidence, if you have any concerns about suspicious activity that could be related to terrorism. Any piece of information you give could be important, so don't be afraid to call.
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Counter Terrorism communications strategy Support for the key message
Awareness of terrorism issues exists amongst Londoners, however alertness is low. There is a need to change this awareness into alertness as intelligence is needed form the public to help combat terrorism.
· Individuals could hold the missing piece of the jigsaw. Information
they may have could be vital in helping to combat terrorism.
· A TH is manned by anti-terrorist specialists. Calls are treated
confidentially.
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Counter Terrorism communications strategy Tone of voice
Authoritative, reassuring, encouraging.
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Counter Terrorism communications strategy Potential communication channels
Advertising - radio/press Marketing material
E-Comms - Exploring online opportunities, targeted advertising
and linking to and from relevant sites
PR/media relations - campaign launch! exploiting free media opportunities/operational success stories/reassurance messages
· Internal comms - use of intranet/internal 'Job' magazine
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Counter Terrorism communications strategy Potential communication channels cont.
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Advertising - radio/press
Radio advertising would gain coverage with the target audience
and provide a high profile to subject area and A TH. Ads would be timed to provide a jolt out of daily routine.
Press, local and pan-London to engage commuters through press ads in the free London commuter papers Metro, The London Paper and London Lite
NB. TfL campaign covers London transport.
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Counter Terrorism communications strategy Potential communication channels cont.
Marketing material
· Room for more detailed messages to be communicated through
printed material, e.g. leaflets. Any new materials would support other communications distributed via existing networks, Op Rainbow coordinators, BOCU's and other agencies.
Postcards and stickers with anti-terrorist hotfine already in existence and being distributed. New distribution possibly through Safer Neighbourhoods teams and TfL may be able to help with distribution of the sticker to licensed cabs and buses.
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Counter Terrorism communications strategy Potential communication channels cont.
E-Comms
Explore potential use of the online and new technology to reach our target audience ego search engine marketing, online directories etc
CT section of the Met's website has recently been revised. A section dedicated to the A TH could be used to help educate and overcome barriers to reporting.
CT section would be further updated to encompass campaign messages.
Internal communications
Staff will be driven to the relevant intranet site & communication activity will be highlighted on the DPA section of intranet.
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Counter Terrorism communications strategy Potential communication channels cont.
We will feed key messages about the campaign into the key brief mechanism for dissemination through relevant channels such as the intra net and 'Job' magazine.
PR! media relations
The DPA SO press desk provides professional support and advice to Specialist Operations, with particular emphasis on promoting the work of the MPS in combating the threat from terrorism through media channels.
Proactive media relations by the SO press desk to augment the paid-for campaigns could centre around ATH ie. Educate about ATH. how it works, past success etc to overcome barriers to reporting.
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Counter Terrorism communications strategy Timings and Budget
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Timing
Marketing campaign to commence mid-February 2007.
Press Office support ongoing throughout the year.
Key messages reinforced through marketing materials and website throughout the year
Budget
. ~rimarilY focussed on reaching the 'Good citizens' group
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Counter Terrorism communications strategy Evaluation
Measurements of success:
Formal tracking research,via contracted agency, will be used to measure campaign awareness levels amongst Londoners
Calls to the anti-terrorist hotline.
Website statistics, induding numbers, downloads, number of and cost per dick-throughs and impressions etc.
Anecdotal feedback and stakeholder feedback. Media coverage of campaign
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Public attitude survey
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Appendix
Policing London: Strategy 2006-09 and Plan 2006/07
CT marketing campaign (January 2006) tracking research summary
MPS Counter Terrorism Attitudinal Research (conducted Autumn 2006)
'Bringing it home: Community based approaches to counter terrorism' (Demos: December 2006)
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