JOHANNESBURG - The South African Police Service (SAPS) does not look good – and has not looked good for a long time.
This is according to brand reputation specialist Tshepo Matseba, amid claims of corruption and political meddling in police operations.
He says such claims add to the public's lack of confidence in the police, which one study found is at an all-time low.
According to the Human Sciences Research Council, trust in the police has declined gradually over the past 20 years.
Currently, only 22% of citizens feel they can trust law enforcement.
Matseba acknowledges that there are still dedicated officers who serve with integrity.
But, he says, a brand is ultimately a promise – and when that promise is broken, so is public confidence.
“No amount of PR or spin can fix this,” Matseba says.
He argues that what the SAPS needs now is honest, open communication with the people.
He says addressing the revelations by KwaZulu-Natal police commissioner Nhlanhla Mkhwanazi on the alleged corruption and capture of the SAPS should be the first step in restoring transparency and rebuilding trust.
“They need to tell the public what happened and how it happened,” Matseba says.