In “PR” terms Bernalillo County Commissioner Michael Wiener is Radioactive.

Wiener was photographed in a Southeast Asia red light district with a group of local women and in another image with someone he says is his fiancé.  For more on the story, here is the link from KOB-TV.

In the midst of re-election, republican and democratic leaders are calling for his resignation.  Politically, can Michael Wiener survive?

While he clearly has the election of his life ahead of him, his final “elected” fate will be determined by the 20% voter turnout, not the 100% negative media attention he has attracted during this mess.

What can Michael Wiener do to attempt “political” survival?

• He needs to do a better, more effective job of telling his story, that is supported with documentation: plane tickets, receipts, his own photographs and motivations for his affinity for the people of Southeast Asia
• Offer “till you drop” one-on-one interviews to all new and traditional media to talk about the trip and anything else that might come up.
• Have his fiancé available to collaborate his story.
• Show compassion to the victims (this list is long and includes women, children, victims of human trafficking and supporters).

Ok, so really, what can he do (since it is clear the above mentioned items are off the table): Focus on what he has done as county commissioner and hope, beyond hope, that his “supporters” have:

1. No access to television, radio, newspaper or internet.
2. Already sent in their mail-in ballot.
3. Been visiting Denmark’s red light district and unaware of what’s been happening on the other side of the globe.

Baring any of that happening, Commissioner Wiener should think about community service instead of public service.

In a strange twist of “man bites dog”, the Albuquerque Police Department needs assistance from its own victim advocacy unit.

In the midst of civil rights accusations, court cases, high speed pursuits and so called “bounty pay” for officer-involved shootings, the Albuquerque Police Department has been in the spotlight for all the wrong reasons.

This blog post isn’t designed to provide fuel to either side of this heated political debate, it is only meant to provide APD some insight on how it can truly reshape public perception so their good deeds and all the “good cops” get noticed for the right reasons.

The negative headlines impact public opinion. In the 2012 Garrity Perception Survey, the community’s “trust” in police officers dropped from 55% in 2011 to 45% in 2012.  Specifically, in the Albuquerque area, only 42% of residents trust police officers.  That’s bad.

The scientific survey, conducted by Research and Polling in February 2012, for The Garrity Group Public Relations, has a 95% accuracy rate.

Does APD need to change its image?  If it wants to fend off political attacks, win trust and engage their community, then yes.

But whose mind do they want to change?  Or is it better to engage their supporters to be more vocal advocates?  Identifying the target audience is sometimes the most difficult step, but most important..  Those surveyed between 35-49 years of age and earning 60-79K annually had the biggest trust issue with APD.  A typical APD supporter has lived in New Mexico less than eight years and is 50 years of age and older.

Once APD has decided if it wants to convert its critics or encourage its supporters, messaging needs to be developed. APD should work to develop a genuine story, which showcases its team, their accomplishments and features how Albuquerque is a better place as a result of the work they do.

APD can ignite interest and build credibility with research (i.e. lower crime rates, crime reduction programs, safer roads); once outlined, a plan should be developed to connect with target audiences, sparking thought-provoking conversations.

This is best accomplished through a series of focus groups or surveys.

Change doesn’t take place overnight, and progress and outreach can be destroyed with one negative event (police shooting, scandal) or can be rallied with one positive event (lifesaving rescue).  But taking steps toward change will help to win friends and encourage supporters.