Photo/Illutration The latest PR video for recruiting police officers (Provided by Kochi prefectural police)

KOCHI--When Tatsuya Nishimori operated a design company, he knew the importance of image for public perception.

So, when he watched a public relations video produced by a subcontractor for the police, he wasn't impressed. 

In his second career as a Koichi police officer, he knew that there was much more to police work and life on the force than what was shown in the video.

Today, Nishimori, 39, a police lieutenant for the Kochi prefectural police, is making promotional videos for recruitment to express the real image of police officers, their jobs and their lives, which the public seldom sees.

 “I hope that viewers will learn more about the unknown aspects of police officers living and working in the Reiwa Era,” he said.

The prefectural police here have been showing its PR videos to the public, with 19 listed on YouTube.

The official prefectural police channel was set up on YouTube in the spring last year. Thirteen of the 19 videos posted there were created by Nishimori, who is in charge of recruitment at the administration section for the prefectural police department.

Nishimori produces many kinds of promotional videos for recruiting new police officers.

For example, he made the PR video by scouting for models from high school students in the prefecture. He also made videos to change the conventional image of police officers, showing how they are raising their children at home and how female police officers work.

Nishimori established his own design company in Kochi when he was 21. But he saw the sluggish business environment at the time hurting apparel companies, which were his main clients, and decided to embark on a career change when he was 27.

His father, who was a police officer, urged him to follow in his footsteps, and he joined the prefectural police force.

After Nishimori worked in "koban" (neighborhood police boxes), he was promoted to detective in April 2010, investigating theft and other cases at the headquarters and police stations.

Two years ago, when he was a sub-chief in the criminal investigation section at the Kochi Police Station, he saw the subcontractor's PR video.

Nishimori talked to the head of the police station and made a 19-minute demonstration video on his days off and holidays to promote the station.

After his success in making the video, he was transferred to his current position in April last year.

When Nishimori makes his PR videos, he tries to show aspects of police work that are usually not seen by the public.

His latest work is a video for recruitment exams for this fiscal year, targeting new college graduates. In the 30-second video, the process is stylishly portrayed, showing how police officers don their uniforms and how they start their day before going to their assignments.

As for recruitment of new officers this year, briefings for job applicants and internships at its police academy were canceled due to the coronavirus outbreak.

Nishimori said that during these times, it is becoming more important to utilize new kinds of tools, such as the internet and social networking services, rather than solely face-to-face interviews with job applicants.

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