![]() ![]() ”There was even a time in 2018 when I was advised NOT to create any more recruitment videos because we were completely full. ”I learned long ago that by using pop culture or trending references and providing a unique ‘out of the box’ approach when it comes to advertising our police department on social media, it has provided more positive engagement and even national, sometimes international, recognition for our police department,” Perez said. Facebook was a different beast back then with music rights, etc.,” Uptmore said. ”He gave me tips and tricks, and I saved his number. While you mainly see negative things on the news about police officers, there’s a ton more good than bad … and police work is hilarious.”Īs he built Southlake’s social identity, Uptmore reached out to Perez, who had been producing his own brand of videos since 2015, including a series of FWPD videos in the vein of “Star Wars” that caught Uptmore’s attention. ”This job ages you mentally, so I was able to have self-awareness and recognize that I need to remember I’m a person too, not just a cop. “I worked for Dallas PD for 10 years, so really not falling into that trap of becoming jaded and disgruntled became a huge goal. ”When I was a younger officer, I never wanted to lose the fun, creative side of me, which was tough with the amount of things you deal with daily on the job,” said Uptmore, a film major at Baylor. This has paid off in the many views their departments are receiving via social media and, most recently, with each winning a pair of the nation’s most prestigious video awards. In Fort Worth, PIO Brad Perez specializes in “out of the box” presentations. In Southlake, Public Information Officer Brad Uptmore began a campaign of “humanizing the badge” when he came on board five years ago. ![]() Unlike many departments that take a more sober tack in their delivery, these departments eliminate “cop talk.” Instead, they have replaced it with a less formal, more relaxed approach to communication, all the while still getting a serious message across. FORT WORTH, Texas - When it comes to keeping the public informed about safety, let’s just say the Southlake and Fort Worth police departments take a different approach. ![]()
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