Communicating Crime Reduction

Spreading the word - using paid publicity

What do we mean by paid publicity?

In practice ‘paid publicity’ covers a wide range of creative services, production work and media opportunities for which you would need a budget. This ranges from advertising – press, radio, TV and posters, and everything from advertising on the sides of buses to beer mats  - to exhibitions, videos, literature, mobile displays, pens, key rings and UFOs (unidentified folding objects!)

For some Partnerships, there may appear to be little scope or budget for paid publicity work, particularly where advertising is concerned. But where crime reduction activities and initiatives depend on good communication with the public and particular target groups it is perfectly legitimate, and in some cases essential, to consider allocating an appropriate proportion of the programme budget to effective publicity activity.

Effective presentation of local crime audits, and effective public consultation on local crime and disorder reduction strategies are an essential function of Partnerships, and essentially depend on high quality (though not necessarily high cost) paid publicity.

Partnerships should be aware that the Home Office produces a wide range of crime prevention literature and material – most of which is distributed through local crime prevention officers. In the interests of cost effectiveness and best value, Partnerships may wish to consider using this material as part of their campaigns rather than producing local versions. A catalogue of the available material will be added to this pack. 

However, Partnerships should be looking to build close ties and influence in the community. Locally produced material can help ‘signpost’ advice and information about crime reduction and community safety that only the local Partnership and local agencies can offer.

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