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Shaping Corrections' Brand: Enhancing Public Image Through Community Engagement

The 2008 ACA Winter Conference presentation explores the critical role of branding in corrections. It emphasizes the importance of creating a positive public image shaped by community involvement, as evidenced by successful initiatives like Habitat for Humanity and public works projects. Participants will learn how media representations influence perceptions and how corrections can actively contribute to reshaping their identity. Strategies for developing a strong, enduring brand that resonates with both employees and the public will also be discussed, ensuring corrections are seen as valuable community partners.

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Shaping Corrections' Brand: Enhancing Public Image Through Community Engagement

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Presentation Transcript

  1. 2008 ACA Winter Conference Corrections Image in the Public Eye: What’s Our Brand January 14, 2008 Gaylord, TX

  2. Objectives • Understand the importance of a positive brand for corrections • Consider how others have shaped our “brand” • Identify ways corrections can create a positive brand

  3. What is in a brand? The insert here is brand names and symbols for Coca Cola and McDonalds

  4. If we don’t shape our vision…others will • Movies and television programs that shape the public’s image: • Prison Break • OZ • Shawshank Redemption • Green Mile

  5. Our public image… • Editorial cartoons in major newspapers can also contribute to a negative image for corrections. • Frequently, these “cartoons” represent correctional officers as mean spirited, old and “out of shape.” • This, too, becomes “Corrections image in the public eye.”

  6. Branding that endures… Creating a positive public image means aligning ourselves with the community and the public we serve and protect

  7. Community services provided by offenders • Habitat for Humanity • Fund raising efforts • Public works projects • Public safety projects • BARJ projects • NAAWS Parks Project

  8. Community services provided by employees • Habitat for Humanity • Fund raising efforts • Public works projects • Public safety projects • Volunteering in the community • Participating in community events • Joining civic organizations

  9. We are a part of the brand.. How we present ourselves to the community sends a strong message about our brand

  10. Fortune Magazine publishes the 100 Best Companies to work for every January. This survey describes what makes a “great place to work.” Creating a great place to work is one of the best ways to recruit qualified employees, keep the qualified employees you have, and create an enduring brand Creating a great place to work

  11. Others have learned the importance of branding in recruitment efforts • The FBI realized a few years ago that recruitment was becoming a challenge. • An FBI Recruitment poster at the Richmond Airport featured an African-American man and said : “Basketball Coach, Accountant, FBI Special Agent Today’s FBI. It’s for you.”

  12. How is your agency creating an enduring brand? • Web sites • Accreditation • Brochures • Public events • Community participation • Speakers Bureau • Displays in public buildings (i.e., libraries, airports, etc.

  13. For Additional Information or a copy of this presentation (without some of the photos) contact: Charles J. Kehoe, ACSW, CCE G4S Youth Services, LLC 9609 Gayton Road – Suite 100 Richmond, Virginia 23238 (804) 754-1100 Ext. 211 E-mail: charles.kehoe@us.g4s.com

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