As distasteful as it may seem to some, the use of tactical teams can enhance the community policing concept. The public traditionally has shown an interest in specialized units such as SWAT. The draw for the public is self generating. People show a fascination for tools, training and personnel assigned to SWAT. What better way to begin establishing community support for your team?By establishing public contacts now, you won’t need to get a support group when your team needs funding for equipment or is involved in a questionable operation. The support will already be there. The public begins seeing your team as professionals rather than the blood-thirsty Rambo types so often portrayed in film and TV.To determine whether or how to proceed, consider the following: --How will the program fit our needs? Obviously every public contact does not require a full scale demonstration or display. Consider putting together a video of your training or actual operations to show to smaller groups. Also consider a display board. People love to see specialized equipment, especially firearms. Larger groups require more involved displays. Demonstrations that involve the public as role players are a big hit. We have had great success putting the people on a bus, then staging a mock hostage rescue. (Combine this into a training day and you accomplish both at the same time.) If your event is a fund-raiser, arrange equipment you want to purchase along with a prominently displayed price tag. Many manufacturers are willing to lend you equipment if you plan on buying. --Use common sense. Of course you’re not going to give away all of your tactics or show sensitive equipment--that would be foolish. The public does not need to know your night vision capabilities or step-by-step details on how to do a hostage rescue. Give them enough to be interesting and credible. Above all, be truthful. If there is a question asked that could compromise your team’s security, simply say so. Be sincere and don’t deal in spectacle.--Make choices. You can’t expect to fill everyone’s requests or needs. There is a faction of the public that supports law enforcement through thick and thin. Another faction is almost always negative. Your mission is to sway the large group in between. Above all, your choices must be consistent with the overall needs of your agency and based on sound decisions.PUBLIC EVENTSYour first opportunity for contact may be department-sponsored events. These include citizen, senior and junior police academies. These forums are good to educate the public about the rumors and myths that often surround SWAT activities. These events warrant a large amount of involvement that can include an interactive demonstration or field trip. In this same category are job fairs at the local community college, public safety events at schools or shopping mall, or an open house at your PD. All provide a valuable opportunity to interact with the public on a positive note since the people choose to attend. Because of the wide variety of people who attend these events, your support base will increase.Another source of goodwill are public service groups such as the Rotary Club, Veterans of Foreign Wars, etc. Some groups may be comprised of professional persons, while others have a wider cross-section of the community. Either way, the benefits can be immense. The professional groups often have political contacts that may help at budget time. As a whole, these groups are service oriented. They can sell raffle tickets, host fund-raisers, make donations and the like. These people are also the ones who write letters to the editor. The diversity of these groups can have added unseen benefits. We recently received a used postal van for $1 for our negotiations team. A bank executive who participated in a bus assault demo for a civic group last winter contacted us for a hostage rescue demonstration at her bank. We apparently made a professional impression. She wants us to provide training for the employees at her bank. While still in the planning stage, this will become a full scale scenario with tactical, negotiations, patrol and medical teams participating. Another benefit will be good media publicity.Lastly are media or press contacts. If courted correctly, the media can be allies. Just remember the principles at the beginning of this article: meet your needs, use common sense and make good choices. The media are simply a vehicle to get your message to the public. Be sure to structure it that way. Also remember media contacts are not always totally benign and to exercise caution when discussing things “off-the-record."As former television reporter Rick Rosenthal says, give the media what they want and you’ll get what you want. “Feed the animals,” Rosenthal quips. Give the press some of what it needs, and you can call on them when you want publicity on a project or program. He suggests hosting a media police academy to familiarize this group with your operating procedures, since a majority of the smaller markets are staffed with young people fresh from journalism school. TV news uses three characteristics to make a good story. By using them yourself, you can be more effective in dealing with the media:--Sound Bites: Speak in short, declarative sentences. These allow easier editing of a complete thought or statement. It also makes it harder for an unscrupulous reporter to edit part of your statement so it is taken out of context.--Story: The juicier the story, the more likely you will get media coverage. When you give media some of what they want, chances are they will be there for a story you want covered. Also consider that three to five minutes spent giving a statement during an incident (on your schedule) can prevent several hours of trying to control the media during the long haul.--Pictures: Action sells best. Again, control is an issue. Consider escorting one photographer or videographer to get pictures for the pool of reporters to share during a critical incident. The time spent doing this can prevent persons trying to infiltrate your perimeters for pictures. This way you retain control and your time spent with the media is much more efficient.MEDIA SAVVY Avoid “no comment” statements. They simply don’t work. If something can’t be discussed, say so and explain why. If certain photos or information would jeopardize your operation or its safety, simply say so. Most ethical reporters will respect that answer.Another benefit of dealing with the media early on is that you will learn who can and can’t be trusted in a more controlled environment. Those who cannot be trusted to be fair or cover a story professionally do not have be included on every media release. There is nothing unethical about creating a cadre of reporters who may receive exclusive news items. Soon those on the other side of the fence will see the benefits of operating in a climate of mutual trust and respect. Wouldn’t you rather find out who these people are before the “big one” hits?With both the media and law enforcement establishing a prior working relationship, chances are the media will be more respectful of your boundaries during a critical incident. An information officer is essential to this arrangement. The media knows this officer will deliver on a regular basis and provide them with what they need. The Society of Professional Journalists can be of help in establishing guidelines for dealing with the media. The media may also provide assets to help you during a critical incident. Helicopters, parabolic microphones and long-range telephoto lenses can assist in gathering information about a stronghold. Most people are more willing to honor a request for aid when they understand how it will be used. Of course, no real-time video or broadcast should be allowed. This could jeopardize the operation because the suspect may be tuned in. Most reporters will honor this request, especially if they have exclusive use of the photos or story once the situation has been resolved.By being proactive in dealing with the public, many future problems can be minimized or avoided before a major incident occurs. People who know about your team will be less susceptible to the innuendos or outright lies of unscrupulous reporters. We began involving the public long before community policing became a catch phrase. It fits our needs. It also fits the definition of community policing, with all its benefits.Interaction with the community can be a unique and unlimited source of resources, not only through private sector resources, but government programs and grants. The criteria for many of these programs and grants are loosely written. All you have to do is show some type of interaction between tactical and community policing to qualify for some grants. In areas such as drug trafficking, gang activity or other problem areas, your tactical team may be used to do raids or foot patrols in the area. By providing direct support, the public sees results and your team has a tie-in to a community policing program.Community policing is the popular program of the day. There is a lot of interest and money being poured into programs. Budgets are tight with many agencies for most police functions. If your tactical team can legitimately cash in with one of these programs, so much the better.About the AuthorSgt. Ron Yanor is a graduate of Southern Illinois University with a bachelor’s degree in education. He participated in competitive shooting in both military and civilian circles, winning a national and several regional championships. He has been with the Sangamon County SD since 1985 and is a member of the tactical team since 1986. He is currently assigned as unit trainer and sniper, with regular duties as a patrol supervisor.Editor’s Note: This story first appeared in the Winter 1997 issue of ITOA News.