Study uncovers public sentiment toward local vs. federal police, communications, crisis response and A.I.
The full report, including detailed findings and recommendations for law enforcement leaders, is available HERE.
A new national survey from ReputationUs (RepUs) and DHM Research offers one of the most comprehensive looks to date at how Americans view policing, revealing that while most begin with a positive perception of their local police, trust is uneven and increasingly shaped by communication, community connection, and emerging technologies like artificial intelligence.
The survey found that 61 percent of Americans say they have “a great deal” or “a lot” of confidence that their local police will do the right thing, in comparison to fire departments (81 percent), doctors (74 percent), teachers (70 percent) and car dealers (42 percent). However, confidence drops regarding policing significantly among younger adults, women, and communities of color, highlighting critical gaps in perception across the country.
In addition, nearly four in ten Americans report feeling uncertain about police, rather than strongly positive or negative. The findings point to a large, persuadable segment of the population whose views are still being shaped.
“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 study also underscores the critical role communication plays in shaping public perception. While nearly 80% of Americans say police information is at least somewhat trustworthy, confidence drops among key demographic groups who are also more likely to say police communication falls short, especially during emergencies.
“Across the data gathered, we see a consistent pattern: when people feel informed, they are more likely to trust,” said John Horvick, Senior Vice President at DHM Research. “But that connection breaks down among younger adults and diverse communities, where confidence in police communication, and overall trust declines. This suggests that improving how police communicate, particularly in critical moments, could have a measurable impact on public perception.”
Key findings also reveal:
- Emergency communication is essential, but inconsistent, with only 57 percent expressing strong confidence in how police communicate during crises.
- Local police hold a significant trust advantage over federal law enforcement across all demographics.
- Traditional media has limited influence, with only 17 percent saying coverage changes their opinion of police.
- Public expectations vary by audience, reinforcing the need for tailored communication strategies.
- AI presents a growing trust challenge, with many Americans uncertain about how police use the technology and what safeguards are in place.
The findings suggest that the future of policing reputation will be shaped less by isolated incidents and more by ongoing communication, clarity, and community alignment.
“Public opinion about policing is being shaped every day, whether it’s fair or not, whether it’s accurate or not,” Boggs added. “Agencies that actively communicate, educate, and engage will be the ones that strengthen trust over time.”
The full report, including detailed findings and recommendations for law enforcement leaders, is available HERE.
About ReputationUs
ReputationUs is a global reputation enhancement and crisis management firm specializing in civic services, including police agencies. The firm partners with clients across the United States to closely assess reputations, deliver supportive communications strategies and provide collaborative business support to improve reputations and mitigate crises. More information is available at ReputationUs.com.
About DHM Research
DHM Research is a non-partisan and independent public opinion and policy research firm with offices in Portland and Washington, D.C. The firm has been providing opinion research and consultation throughout the Pacific Northwest and across the United States for over three decades. DHM Research is a certified woman-owned minority business. More information is available at dhmresearch.com.
