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Sergeant Hector Guzman

Los Angeles Police Department

Sergeant Hector Guzman was born and raised in Los Angeles, California. He graduated from UCLA with a Bachelor’s Degree in Sociology and joined the LAPD in 1999. He has worked a variety of assignments, including Undercover details, Gang Enforcement/Investigations, Detectives and Community Relations. For the past two years, he has been assigned to Media Relations Division as part of the Public Communications Group. His daily duties are overseeing the LAPD Headquarters social accounts @LAPDHQ and providing training and support to members of the Department on social media topics. 

Sergeant Hector Guzman’s Session(s):

11:50 am–12:30 pm — Thursday, February 6, 2020

Keynote: Using Digital Tools to Create Emotional Connections

With the continued evolution of all of the various social platforms, we recognize the need for law enforcement as a profession to adapt the way we message from a one-way messaging model to a two-way model with a renewed focus on creating an emotional connection. 

Audiences have developed an expectation of authenticity. Our presentation aims to draw from our experience taking our already well-established social media channels, and reworking the way in which we were communicating through said channels. By focusing messaging on tapping into emotion through personal narrative, short video, or social media posts that have coordinated in partnership with other policy agencies, we found an exponential increase in reach and engagement.  It's not enough to listen, the expectation from today's point will be given by the LAPD's newly formed Strategic Communications Unit.


  • Participants will learn how to craft content that draws an emotional connection from an audience.
  • Participants will learn to think critically about how to engage with the public online, measuring risks and benefits.
  • Participants will be introduced to new and existing social channels.  


Presentations and Q&A based on the knowledge of the LAPD's Strategic Communications Unit will be used to lead this discussion. The presentation will utilize examples of tweets, excerpts from our podcast, and segment four from our critical incident videos. 

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