A neutral and competent press would be no problem. But reporters aren't. Neither are politicians. That's the reality. The phrase is a term of art, having little to do with reality.
Black cops profile too.
But never mind. The fact is that if cops stop whites who fit a criminal profile, no one will care. But if they stop blacks, it will be racial profiling and they will be punished. If they shoot anyone, black or white, rightly or wrongly, the assumption in the headlines will be that they did it wrongly and, if at all possible, for racial reasons. Do exactly what the press and racial lobbies want.