LAPD Hero Builds Cultural Bridges

Instrumental in bridging the cultural chasm between the Department and the Spanish-speaking community, Pedro M. Muñiz was one of five "Local Heroes" honored at an awards ceremony Sept. 21.

Union Bank of California and KCET selects honorees during respective heritage months for Hispanic Americans, Asian/Pacific Americans and African Americans. September marks Hispanic Heritage Month. Award recipients are selected for their commitment and contributions to the arts, business, education, social services, and community activism. Muñiz received the award in the category of social services.

In 2003, the Public Relations Specialist spearheaded a hard-hitting Spanish-language media campaign to foster public trust and support. In its third year, Muñiz’s groundbreaking approach to community outreach has brought criminals to justice and has strengthened ties between the Spanish-speaking population and the LAPD.

His dynamic leadership and pioneering efforts have achieved maximum exposure for the Department in millions of Spanish-speaking households via such influential organizations as Univision KMEX 34 and Telemundo KVEA 52.

Through his efforts, several suspects have been captured. For instance, a homicide suspect was apprehended after detectives appeared on Spanish-language television, prompting a flood of calls from the public. Similarly, the Department’s Fugitive Warrants Section captured three suspects following a public appeal made on television by a Spanish-speaking officer.

To date, Muñiz continues to coordinate weekly television interviews, monthly public service announcements, and television specials. He has also expanded the campaign to include radio broadcasts via Univision Radio Los Angeles, Spanish Broadcasting System, and others.

Among his work is Su Seguro Servidor, or Your Trusted Servant, which showcases Spanish-speaking police officers who are subject-matter experts. These officers deliver culturally relevant messages, including What to do When You Get Pulled Over; How to Start a Neighborhood Watch Program; Misuse of the 911 Emergency Line; Graffiti Prevention and Elimination; Gang Awareness; Gun Fire Reduction Program; Identity Theft; and Hate Crimes.

In a community often challenged by language barriers and distrust of law enforcement entities, Muñiz’s campaign has softened the image of police officers; improved community relations and quality of life; and ultimately reassured residents that police officers are protectors rather than persecutors. Moreover, the campaign has helped officers gain a better understanding and enhanced appreciation for the diversity of Los Angeles.

Recognizing the impact of his work, the International Association of Chiefs of Police (IACP) invited Muñiz to present the details of his campaign in a workshop at the 2005 IACP conference in Miami, attended by law enforcement personnel from around the globe. The workshop was titled, Improving Your Image in the Latino Community: How the LAPD Created Positive Partnerships with the Hispanic Media. Representatives from at least one other major U.S. city approached Muñiz to ask questions about implementing a similar campaign.

Among Muñiz’s other noteworthy contributions is the LAPD Essay Contest, which he began in 2004. The annual writing challenge advances education through literacy, prompting nearly 30,000 middle school students to take an analytical look at youth crime and law enforcement.

In collaboration with Univision KMEX 34 and La Opinión, the largest Spanish-language newspaper in Southern California, the initiative encourages contestants to engage in serious discussions with peers, teachers, and parents about issues such as drug use, gang activity and domestic violence.

The LAPD Essay Contest, open to schools in the Los Angeles Unified School District and the Archdiocese of Los Angeles, promotes language arts, creativity, and proficiency.

Muñiz has gained support for the essay contest from a cross-section of Los Angeles organizations, including arts, business, and educational entities. Today, his campaign enjoys backing from the Los Angeles Philharmonic Association, the California Science Center, Wells Fargo Bank, and Polaroid, among others.

Muñiz, a graduate of California State Polytechnic University, Pomona, is a Pico Rivera resident. He has been with the City of Los Angeles at the Police Department for five years.

Comments

[aliceinwonderland]

Pedro is a tireless volunteer for the efforts of the Los Angeles Police Memorial Foundation. For several years he has assisted in our fundraiser, the Police-Celebrity Golf Tournament, and has wonderful ideas for promoting our cause. He cares deeply about the Department and is always willing to lend a helping hand. This award is well deserved and we are proud of you, Pedro!

[J B]

Officer Muniz is good guy but how is he a hero? He does his job well but are his actions really heroic? Aren't the real heroes the ones who put themselves on the line everyday patrolling the streets? Just wondering.

[Happy Cop]

Wow, Muniz sounds like a great guy, but he only has 5 yrs on the job and he is already a desk jockey.

That's exactly what is wrong with the LAPD. A cop can get off the streets in 2 yrs time and commandeer a desk, all in the name of community relations.

I'm sure his positive press will gurantee him a Sgt's spot in the future. What better person to supervise street cops but a cop who rarely worked the streets!

I'm sorry, but my heroes are the cops in South Bureau who are getting attacked at both ends (the dept and the street thugs).

My heroes don't have the luxury of having desks!

PS: Is Union Bank of CA/KCET going to celebrate Italian Americans for the month of October due to Columbus Day?

Will they honor European Americans in November in honor of Thanksgiving Day?

I won't hold my breath!

[Lt. De La Torre]

Pedro Muniz is a Public Relations Specialist and is one of many who make-up our excellent civilian work force.

[policegirl]

I think JB and HappyCop owe Mr. Muniz an apology.

[Happy Cop]

I'm sorry Mr. Muniz, my original post was meant for the squints down at Media Relations.

PS: Is Union Bank of CA/KCET going to celebrate Italian Americans for the month of October due to Columbus Day?

Will they honor European Americans in November in honor of Thanksgiving Day?

I won't hold my breath!

[DA]

Wow, talk about jumping the gun. I just hope JB and Happy Cop are not LAPD detectives. It’s amazing how in their over zealousness to bad mouth the department and anyone working a non-patrol assignment, they overlooked such a key fact as Mr. Muniz’s employment status. The truth is, street cops are not the only heroes in this city. For instance, the fact that our service men and women overseas are exposed to a perilous environment on a daily basis and are sacrificing their lives at a higher rate than LAPD officers does not make a street cop any less of a hero. Heroes come in all shapes and sizes; whether it be the busy professional making time to mentor troubled youth or the “desk jockey” working tirelessly to bring the luster back to LAPD’s tarnished badge. In case, you haven’t noticed, at best, the liberal media has a bias against you and the general public nothing but contempt and mistrust. That’s where public relations and media relations come in to bridge the ever-widening gap between the department and the citizens it serves. Maybe then when gang-bangers spray your cruisers with AK rounds, witnesses will actually come forward or you might even be able to start attracting qualified applicants who are presently going to other agencies that offer better benefits, working conditions, equipment and community support. Now don’t get me wrong, I’m a supporter of law enforcement and the LAPD. And I am not naïve to the sometimes archaic or retarded way the department operates but this culture of disgruntled coppers complaining about every little things needs to stop. If you see a problem in your organization it’s up to you to fix it… I suggest you promote fast (go back to school, work diverse assignments or do whatever else required) get yourself in a position to help other officers and institute some changes. Stay safe out there. Godspeed!
Kudos to Mr. Muniz and as one great TV cop said repeatedly “just the facts!”

[TrojanQ]

Why does'nt Happy Cop get a job that really makes him happy??? Oh say like Disneyland (the happiest place on earth?) Better yet maybe not, he may start crying about the Mouse that makes more money than he does. He needs to learn to cope with life. Heroes do not all carry guns and wear badges. They come in the form of people helping people in all walks of life .