Rebuilding Trust - Policing’s New Brand Imperative

Rebuilding Trust - Policing’s New Brand Imperative

At the 2025 ANZPAA Police Conference, the Police Commissioner’s Panel, led by communications expert Dee Madigan, tackled one of the most pressing issues facing law enforcement today: how to rebuild public trust and renew the police brand in an era of heightened scrutiny and shifting community expectations.

Commissioner Donna Adams of Tasmania Police opened the discussion by challenging the persistent myth that police are ‘just enforcers’. Instead, Commissioner Adams emphasised the importance of community engagement and the everyday acts of care and empathy that officers perform - acts often overshadowed by the enforcement narrative. Initiatives like Tasmania Police’s ‘Investigator of the Year’ serve not only as recognition but as powerful brand pieces within her jurisdiction, showcasing the positive impact officers have on their communities. Commissioner Adams also noted the important role the media can have in amplifying these stories, helping the public see police as invested, compassionate members of the community.

Despite the frequency of positive actions by police officers every day, there remains a reluctance within the profession to share these experiences. Dee Madigan noted that this tendency can limit both internal morale and public understanding of policing. Commissioner Adams echoed this, highlighting the importance of recognising and sharing ‘one percenter’ stories: those small, extra acts of kindness that have a tangible impact. Sharing these stories not only inspires colleagues but also reinforces the core values of policing for the broader community.

Commissioner Mal Lanyon of New South Wales Police Force addressed the growing gap between the reality of crime and its perception, often exacerbated by social media. While crime statistics may show improvements, the immediacy and repetition of negative stories online fuel public anxiety. Commissioner Lanyon stressed that it’s not enough for police to keep communities safe—they must also ensure that the public feels safe. Every interaction is a branding moment and respectful, empathetic engagement is key to building trust.

The panel acknowledged the difficulty of countering sensationalist media coverage, which often prioritises bad news over good. Commissioner Lanyon advocated for police to take a proactive role in shaping public narratives by sharing authentic stories of service and reassurance.

Commissioner Col Blanch of Western Australia Police Force reflected on the challenges of policing in a globalised, digital world. He noted that while regional policing still enjoys strong community support due to face-to-face engagement, urban and online environments require new communication strategies. The panel agreed that creativity and collaboration with communications experts are essential to navigating this complex landscape.

The discussion also addressed technology and transparency. Commissioner Blanch cautioned that without clear communication about how technology is used, public fear and mistrust will grow. Commissioner Adams added that technology can never replace the reassurance and empathy of frontline officers, especially for the vulnerable. The human connection remains central.

Commissioner Adams and Commissioner Lanyon both advocated for a shift away from the traditional police station as the centre of community interaction with police. Instead, they envision police vehicles and officers in the community as the true ‘police stations’, emphasising mobility, visibility and accessibility over bricks and mortar.

The panel’s discussion made clear that rebuilding trust is not about grand gestures but about consistent, authentic engagement—online and offline. By sharing positive stories, embracing transparency and meeting communities where they are, police can renew their brand and restore what matters most: public trust.

This editorial draws directly from Dee Madigan’s panel discussion with Commissioner Donna Adams APM, Commissioner Col Blanch APM and Commissioner Mal Lanyon at the ANZPAA Police Conference 2025.

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