Opportunity
ReputationUs (RepUs), a global reputation enhancement and crisis management firm, partnered with DHM to offer a comprehensive look at how Americans view policing. The survey aimed to assess general opinions on policing, including topics such as police in the news, communications, distinctions between local and federal police, police as a profession, and the role of AI in policing.
Approach
DHM conducted an online, nation-wide survey of 666 residents of the United States in spring 2026. The results reveal that a majority of Americans say they have “a great deal” or “a lot” of confidence that their local police will do the right thing, though confidence drops among younger adults, women, and communities of color, highlighting critical gaps in perception across the country. The study also underscores the role communication plays in shaping public perceptions, with confidence in police dropping among key demographic groups who are also more likely to say that police communication falls short.
Outcome
The findings of the survey suggest that the future of policing reputation will be shaped less by isolated incidents and more by ongoing communication, clarity, and community alignment.
“Most police agencies are starting from a position of strength, not deficit,” said Casey Boggs, Chief Reputation Officer at RepUs. “But the findings make clear that trust is not evenly distributed, and it’s not guaranteed. The departments that will lead in the years ahead are those that recognize reputation is built every day through clear communication, transparency, and consistent engagement with all segments of their community.”
The full report is provided below:
