‘Own the Narrative’: Leaked Flock Guide Shows How It Teaches Cops to Promote Its Tech

404 Media has acquired a coaching guide used by Flock surveillance to instruct police on how to persuade city councils to adopt their automated license plate reader technology, despite public opposition. The guide advises police to "own the narrative" and promote the technology before citizens can raise concerns during public comment periods.

It highlights that the public now expects transparency, oversight, and accountability alongside public safety outcomes, and recommends that police not argue against Flock's license plate readers being labeled as "mass surveillance," as this approach is unlikely to convince opponents. Instead, they should focus on presenting Flock as a means to keep communities safe and emphasize the importance of community safety.

Flock has been proactive in coaching police to address misinformation and concerns, offering webinars and Q&A sessions with their CEO, Garrett Langley, to help law enforcement navigate these conversations effectively. The guide also suggests reframing the financial discussion to focus on the cost of unresolved crime rather than the expense of the cameras themselves, as opposition to the technology often stems from a lack of understanding of its workings and governance.

This strategy has been observed in various city council meetings, where police often present Flock to city officials, followed by Flock employees providing presentations about the surveillance system. Critics argue that surveillance companies like Flock are shaping policy debates and controlling the narrative, positioning police as salespeople for their products rather than advocating for the public's best interests.