MAKING THE LAPD PITCH ADVERTISING CAMPAIGN PLANNED TO DRAW HUNDREDS OF RECRUITS.Byline: Brent Hopkins Staff Writer The Los Angeles Police Department "LAPD" and "L.A.P.D." redirect here. For other uses, see LAPD (disambiguation).  This article or section is written like an . unveiled a new advertising
campaign Monday to recruit hundreds of people in a bid to expand the
force to a full complement of 9,900 officers.
The campaign includes radio and television ads and a $500,000 budget to buy air time. ``It's no mystery that we're 600 officers short,'' Chief Bernard Parks said at a news conference at Parker Center Parker Center is the headquarters for the Los Angeles Police Department, and is located in Downtown LA. It is named for former LAPD chief William H. Parker. Originally with the prosaic name, the Police Administration Building, ground for the center was broken on December 30, 1952 . Although the department has hired about 5,000 officers during the last five years, it also loses hundreds annually through resignations, retirements and other reasons. The number of new hires has fallen recently, which Parks attributed to a strong economy luring away candidates who would normally apply. To reverse the trend, the new series of four, 30-second TV ads and a 60-second radio spot is designed to encourage applicants to try out for the force. The TV ads will be used on broadcast and cable outlets, officials said. The ads, which feature five LAPD 1. LAPD - Link Access Procedure on the D channel. 2. LAPD - Los Angeles Police Department. officers selected from units across the city, stress community-service aspects of police work. ``The recruitment department tried to pick out some officers ... who were less `chase-'em-and-grab-'em,' '' said Sgt. Bill Frio, officer in charge of the LAPD's video recruitment program. Each TV ad portrays an officer speaking casually about his field work. Officer Vince Delg'innocenti of the Hollywood Division described how he helped a teen-age girl on the street. Sgt. Brian Hospidar of Internal Affairs Internal affairs may refer to:
Sgt. Gina Brooks of the Pacific Division and Officer Alma Skefich of the Harbor Division discussed human-centered aspects of policing. Parks said the ads are not an attempt to rehabilitate re·ha·bil·i·tate v. 1. To restore to good health or useful life, as through therapy and education. 2. To restore to good condition, operation, or capacity. the department's reputation amid the Rampart scandal. The ads simply depict de·pict tr.v. de·pict·ed, de·pict·ing, de·picts 1. To represent in a picture or sculpture. 2. To represent in words; describe. See Synonyms at represent. the bulk of the LAPD's duties, he said. ``We're not trying to remake re·make tr.v. re·made , re·mak·ing, re·makes To make again or anew. n. 1. The act of remaking. 2. Something in remade form, especially a new version of an earlier movie or song. the department's image, we're trying to recruit officers for what they've always done,'' Parks said. The campaign's approach marks a change from past recruitment efforts, which emphasized action and excitement. ``Unfortunately, some of our past videos focused more on enforcement than community work, which is 95 percent of the job.'' Officials say many police departments face difficulty in hiring. ``It's a global problem,'' said LAPD Cmdr. Valentino P. Paniccia, assistant commanding officer of Operations-Valley Bureau. ``People would rather make $30,000 a year flipping Flipping Buying shares in an initial public offering (IPO), and then selling the shares immediately after the start of public trading to turn an immediate profit. flipping burgers Burgers are hamburgers. Burgers may also refer to:
Staff Writer Jason Kandel contributed to this report. CAPTION(S): photo Photo: Police Chief Bernard Parks, center, and Cmdr. Betty Kelespecz listen to a recruitment commercial Monday at Parker Center. David Sprague/Staff Photographer |
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