Press communication on image of Traffic Police

 "Bridge" between the Traffic Police and the public

The activities of the Traffic Police always have the companion of the press in the communication of image building, thereby helping people understand the difficulties and sacrifices of this force. With the strongpoints of speed of information transmission, variety of images, richness of the way of expression, in the last time, the mass media has quickly provided the official information to orient, help readers to be aware of inaccurate information about the Traffic Police, limit the bad public opinion, the spread of disbelief in society. Especially the online newspaper with the advantage of space has posted many lively images, audio, clips ... on the activities of the Traffic Police force to help readers have a more objective and comprehensive view in every of the situations.

In addition, the press actively participate in monitoring activities of the Traffic Police; promptly detect and reflect wrongdoings and negative acts of a part of soldiers in their work as well as in their daily life and their relations with the people, whereby help the Public Security leaders at all levels have solutions to timely handle and adjust in order to build the Traffic Police force more and more "discipline, responsibility, humanity, for the people to serve."

Image of Traffic Police in the press today

Firstly, news and articles on the mass media have basically reflected all aspects of the work of the Traffic Police on both sides: Propagandizing, praising achievements and victories; detecting and reflecting wrongdoings and negative acts of officers and soldiers in their work as well as in activities and relations with the people. Through the survey, within one year (from June 2016 - July/2017), on 3 online newspapers:;; has 571 articles reflecting on the Traffic Police force. The news and articles reflect quite richly and diversely, truly the portray of Traffic Police in work and public relation activities, etc., of which 527 articles (accounting for 92%) have content of praising beautiful images and 44 articles (8%) reflect on the unbeautiful images of this force.

Press have also published hundreds of public opinions on inadequacies in the activities of the Traffic Police force and transmitted the proposals and recommendations to the functional agencies in order to improve the management and operation of the Public Security branch better and better.

Additionally, with capacity of providing information quickly, with great spreading power, many press agencies are now tending to criticize, reflect unilaterally, unconstructively for the Traffic Police, thus not bring positive propaganda effect. This prejudice comes from the fact that in the Traffic Police force also have a number of officers who have bad behaviors and even wrongdoings (most typical is the receipt of bribery money) which create a way of thinking "when mentioning the Police Traffic is thinking negative behaviors" in the public opinion.

Secondly, according to the current tastes of  a part of the public, the article about the good example of the Traffic Police is less interesting than “the sensational news”, thus the number of views is not large, the level of "coverage" of the information is not extensive.

Thirdly, the Traffic Police images appear with a large frequency, but the content is not really rich and diverse, mainly focusing on patrol and control activities; the noble action of the Traffic Police; the activities of handling the law violations in the field of transportation has not paid attention in the theoretical, fighting and persuasive articles; the article on the good example and the advanced models is no depth, without spreading power, etc., especially, the image of Traffic Policewomen is not really concerned, reflected properly.

The limitations of the type of press, application of graphics information, multimedia factors also cause the limitations of the effect of propaganda on the Traffic Police image in the mass media.

Finding a solution

In order to further enhance the role of the press in building the image of Traffic Police, there should be have deep and comprehensive orientations as followings:

Firstly, the press agencies should accompany with the Traffic Police on the battle of ensuring traffic order and safety. Accordingly, in order that the Traffic Police is not alone on this mission, should have coordination and interest of the press. The press should actively propagandize, encourage, praise the devotion, sacrifice of the Traffic Police. Concurrently, the head of press agencies should have specific orientation for reporters need to write about the image of Traffic Police with the spirit of goodwill, avoid seeing and reflecting one-sided information.

Secondly, improving the quality of articles reflecting the image of Traffic Police. In reality, the information in the mass media on the Traffic Police is mainly the news, without deeply commentary articles as well as articles which reject the wrong allegation of the bad elements. To solve this situation, the press should strengthen the sharp articles.

Thirdly, the newspapers should actively coordinate with the Traffic Police Department to increase the number of propaganda articles and image on good example, typical models such as stories and happy and sad memories of the Traffic Police when being on duty, even their normal life. Particularly, it is necessary to promote information and images on the Traffic Policewomen.

Fourth, improving the quality of journalists in charge of Traffic Police subjects. Each reporter must stick closely with the Traffic Police to fully reflect the activities; directly observe, grasp of the real situation, thereby have more thorough understanding and sympathy with the Traffic Police force; have deep knowledge in professional rules and regulation of the Laws on ensuring traffic order and safety in order to have attractive and lively articles.

Fifth, strengthen the relationship between the Traffic Police units and the Press agencies. As for functional units of the Public Security branch (Department of Political Affairs, Department of Personnel Organizations, Department of Inspection, etc.); the Traffic Police force at all levels (Department of Traffic Police, Traffic Police Department of the provinces, cities and districts) actively coordinate closely, promptly and effectively in exchanging and providing information to help the Press agencies inside and outside the People's Public Security Force to quickly and accurately reflect on newspapers, contributing to orient  the public opinions as well as effectively handling "hot" events; coordinate closely to check information related to the responsibility of the Traffic Police in the cases so that the Press could provide information accurately and timely to the readers. Especially, it should have plans to increase articles, photos, broadcasting time which reflect objectively, lively the beautiful images, outstanding achievements of the Traffic Police.

Lieutenant, M.A. Nguyen Thi Thu Phuong

Department of Political Theory and Humanity Social Sciences

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