Long Beach Officers Take Case to Public : Law enforcement: Union hires firm to fight proposal to replace department.

The union that represents Long Beach police officers has hired a public relations firm to spread the word that the city’s Police Department should not be replaced by the Los Angeles County Sheriff’s Department.

In its fight for survival, the Long Beach Police Officers Assn. hopes that the public relations campaign will “show the bright side” of the local force.

The union recently hired KBE Public Relations to bolster the image of the 84-year-old agency and help it battle a proposal calling for its abolishment in favor of contracting with the Sheriff’s Department.

“I’m going to PR the hell out of the department,” said union President Paul Chastain. “We want to enlighten the city as to what our Police Department is all about and how good we really are. . . . It may sound corny, but that’s what’s going to happen. It’s something that has to happen.”

While officers are collecting food for the needy and planning a cable television show, some community organizations are gearing up to take their message of support to City Hall. But other Long Beach residents, particularly those in areas already patrolled by the Sheriff’s Department, say they will support the move to exchange local officers for deputies.

City officials released a report late Thursday from the Sheriff’s Department, which claims it can police Long Beach for $62 million instead of the $91 million now budgeted for the department and the sheriff’s deputies who already patrol parts of the city.

In a letter to the City Council released Friday, City Manager James Hankla said the sheriff’s estimates are not the definitive figures, citing other costs and savings that have yet to be analyzed. The issue heads next to the City Council, which is expected to hold a series of hearings and possibly place it on the ballot for a public vote.

City officials, faced with a possible $14-million shortfall, had asked the Sheriff’s Department for the proposal to determine if it could do the same job for less.

While city auditors pore over the figures and officials debate the merits of the proposal, Long Beach police officers say they have been demoralized by the prospect of losing their jobs.

“The guys are crestfallen to see it has gone this far,” said Detective John Rose, the union’s vice president. “What happens to all of us? What happens to all the civilians in this building?”

Union officials are working on a number of possible projects, including a cable television program that would include such features as crime statistical reports, fashioned after weather reports. On “Long Beach Beat,” a commentator “would stand in front of a city map and indicate where the latest auto burglaries hit (and other crimes),” Chastain said.

Four months ago, Chastain said the union committed itself to spending thousands of dollars on public relations and later hired Kathryn Berry, owner of KBE Public Relations. Her job is to publicize their good deeds and propose goodwill projects.

“They’ve been doing (charity work) for years, but they’ve been doing it quietly. Now, it’s time for people to know that these officers who live here and work here contribute to the community,” said Berry.

Last Christmas, Berry encouraged the union to participate in a food drive by soliciting canned goods outside supermarkets for the Salvation Army. The Police Officers Assn. also recently purchased a booth it plans to use at safety fairs and neighborhood meetings. “We’re going to do more of these fairs,” Chastain said, “and we also want to lend our booth to community groups.”

Chastain said that unlike previous years, when union members clashed repeatedly with former Police Chief Lawrence Binkley, management and the rank-and-file are expected to cooperate in the effort. “We’re on the same team and we need to sell the same product,” Chastain said.

Binkley was fired Jan. 17 and the union has praised his temporary successor, Acting Chief Bill Ellis. In an interview earlier this week, Ellis said the department cannot spend its resources on public relations, but he supports the union’s efforts.

Lt. Gary Halliday said Friday that the department is also looking at alternatives to place more officers on the streets, possibly by abolishing some task forces that specialize in gangs and apprehending repeat offenders.

While officers attempt to show their best side, reaction from the community to the sheriff’s proposal is mixed.

Opponents to the sheriff’s proposal include those community groups that fought to create a civilian commission to review complaints of police brutality and misconduct. The Sheriff’s Department has refused to allow civilian review of complaints against deputies working in Long Beach. The department “has a thorough and accessible complaint procedure,” according to the report released Thursday by the department.

“I think local control is everything, from hiring to firing the chief to setting policy,” said Barbara Shoag, a member of the Citizen Police Complaint Commission and one of its early advocates.

Marc Coleman, president of the Long Beach Area Citizens Involved watchdog group, said that the Sheriff’s Department has encountered numerous complaints from minorities. “The Sheriff’s (Department) has a long history of unresponsiveness to citizens’ groups,” Coleman said.

But other residents, particularly those in areas now patrolled by deputies in Long Beach, are adamant in their support for the Sheriff’s Department.

“We’ve been really happy with the work of the Sheriff’s Department,” said Bill Niemeyer, a longtime member of the Lakewood Village Residents Assn., an area in northeast Long Beach patrolled by deputies. “The first thing we noticed was visibility. When we had the Long Beach Police Department covering the area, it was a real rarity to see them around.”

Shirley Saltman, president of the El Dorado Homeowners Assn., said that residents in her deputy-patrolled neighborhood are pleased with the Sheriff’s Department’s job. “They’re performing for us. When I call about anything, I’ve had instant response.”