The public organizations are instruments and administrators of the society. It implies that the institution must be equipped with legitimation and social responsibility.
The Forces and Bodies of Security of the State, institutions you publish, they are fundamental elements due to its function of safeguard of the population and the interests from the nation to which they serve. The Bodies of Security regulate the social development, in such a way that they go beyond the governors and beyond the governed ones.
The institutional identification of these organizations this integrated by an image that historically has been new recruit in the dark communicative, fruit of to have trusted that the correct accomplishment of its work would be the ideal safe-conduct to position itself in the imaginary group with good image. We do not forget that the Bodies Security been have marked by its performances, sometimes, illegal and against the citizens. Therefore, the necessity prevails to make specific a communicative apparatus in each organization of public security that one is in charge to take care of the identity and institutional image.
Strategic proposal of change of institutional image: the Argentine Police
In Argentina becomes the necessity evident to develop an organizational and communicative change in the police force. The Argentine society perceives to same like an organization of insecurity and the perpetrator of crimes of all nature. That image is fruit of:
· Actions of criminal type of its members
· Communicative incapacity of the present organizational system
· Involution of the policy of the fear, materialized in authority without limits and impunity of action.
This image concerns to the two existing institutions of police character in Argentina: the Buenos Aires Police and the Federal Police. Few citizens when indicating the bad police work, the actions sectarian assigning them to it to a police group. Also, the mass media have an active work in the denunciation of their crimes and inefficiency. Bad perception that is not fought from the institution with a serious exposition that transmits the preoccupation by its actions and the search of an organizational and communicative improvement.
This certainty comes to be reinforced by declarations that start off from the own police institution, like example, the speech of the Act of Asuncion’s of the Minister of Security of the Province of Buenos Aires in 2004:
“ … (within the scope) of the communications: the telephone call is the symbolic space of encounter between the police institution and the society. It is through her who updates itself and the real use of the citizen protection is verified.”
In the Argentina Police does not conceive a relational deal with the citizen beyond a purely operative contact, forgetting that to make its work it is necessary firstly to have the confidence of the public. The materialization and concession of that confidence that is only made effective through communicative proposals are equipped with transparency and proactively, fleeing from the own informative autism of these institutions.
The necessity to raise a strategic-communicative model makes us approach us the reality of other bodies of security that have lived a clear reconstruction in its communicative and organizational policy, as it is the case of the Civil Guard in Spain and the Argentine Army. Both institutions been have marked by informative silence and bad image in the mind of their public, that it has been fought strongly, creating and maintaining a professional communicative apparatus between its rows.
In the case of the Civil Guard, we found an institution damaged throughout history by its entailments to the Francoism and the police repression. Circumstances that no longer is effective in the present institution. In order to transmit such change I am created and harnessed a Cabinet of Communication that carried out a communicative opening, with means and the citizens.
Simultaneously that the institution was equipped with all those tools that looked for the encounter institution-society like Internet.
In Argentina, the Army, after the conclusion of the Government de facto restored in 1976, it had a negative image highly. In such a way that in the decade of the 90 ’ trying to break that social perception, the Argentine Army acted making a communicative policy that tied with the society to which it serves.
· Under the directives of General Balza, the institution instrumentalist a change of image. Raising three fundamental lines:
· The Army like organ and institution that the power constituted • accepts and defends legally
· Social integration, showing rejection by the developed unconstitutional actions in the past from the institution.
· Opening of the social work of the Army, giving rise to the citizen participation to the activities of the institution.
The analysis of the case and their antecedent ones demonstrate the necessity of a strategic solution based on the experience and study of field. In this text we are on guard to propose a performance plan that means a change.
Institution in which the author has developed to a work of collaboration and investigation.
