Public Relations - Security Industry

Public Relations &

Crisis Management

Factors to Consider in the Security Industry

Humber College - PSI 259C. McKay

INDEX

01 Importance of Public Relations in Security

02 Differences between PR and Crisis Management

03 PR and Industry Collaboration

04 PR and "Bottom Line" / Sales & Contracts

05 Client Service & Engagement

06 Managing Expectations: Internal Stakeholders

07 Departmental Relations

08 Types: Security Crisis Management

09 Levels: Crisis Management Response

10 Messaging: Failures & Successes

Reputation

“It takes many good deeds to build a good reputation, and only one bad one to lose it.”

Benjamin Franklin

Importance of Public Relations

Build your BRAND Earn customer RESPECT Ensure your message is HEARD

Security is a DIVERSE and COMPETITIVE industry. Build a solid CUSTOMER and PARTNER base SET YOURSELF APART from competitors Increase SALES.

Differences: Public Relations & Crisis Management

Crisis Management

Public Relations

Incident Notification

Defend organization during a crisis where credibility or viability is threatened. Significant threat to operations can have negative consequences if not handled properly

Strategic communication process to cultivate, sustain and promote favorable relationship and reputation with public.

Advisory to relevant stakeholders about security event that impacts (or may lead to) a business disruption.

Public Corporate Image (Reputation / Mission Statement)Market Advantage (Finances / Future Growth)

Situational Awareness [Internal Decision Makers]

Defray public outcry (Operations / Public Safety)

Case Study: Metrolinx: Traffic Safety Team

Communications Strategy

Operational Improvements

Culture Change

Who is Metrolinx?

Branded Twitter ProgramNetworking & Relationship Building Staff expansion & specialization Public-focussed

Joint Initiatives "Lock it Or Lose It" OWLE membership Bicycle Pilot Program (dual benefits) Integrated Emergency Response Dedicated Investigations Unit Canine Unit

Staff Engagement & Initiatives 2013: Enforcers to "Guardians of the Journey" Focus on customer service, partnerships, structure, profile & image

1967 - GO Transit 1988 - Transit Enforcement Unit 1992 - Special Constable status

Public Relations: Industry Collaboration

Value to establish close working industry relationships

Networking (Share best practices) Information Sharing (Industry trends) Crime Prevention. (Joint Initiatives) Training (Ease training costs) Legislation (Advocacy efforts) Operations (Emergency Management) Mutual Associations

Public Relations: "Bottom Line"

Why are contracts won or lost?

Strong product but weak sales?Competitors dominate the industry news? Limited awareness of company mission or products?

Sales: RFPs & Contracts (Role of PR)

RFI - Request for Information (solicit information about supplier, a market, or manufacturing methods) RFQ – Request for quotation (lowest cost for particular product or services) RFP – Request for proposal (compare and evaluate each vendor according to cost and other variables)

Contract

Payment

Company Evaluation

Procurement Process

What does the contract define as billable vs unbillage? Who pays? Security vs. Other Departments?

Select vendor Award contract Announce relationship

Information Collection Pre-screening process Statement of Work

Mission Statement Financial Statements Company Structure Industry Perception ** References / Public Reputation **

Manage Expectations: Internal Stakeholders

Effectively Communicate Risk

Right-Size TRAs Educate about soundbites Provide digestible solutions Use emotion to spur action

Departmental Relations: Corporate Value

Coming together is a beginning; keeping together is progress; working together is success.” – Henry Ford

Key Performance Indicators

Reciprocal Relationship

Client Satisfaction

Quantifiable measures (e.g. employee retention rate, response time, training levels) External Directives

"Eyes and Ears"Security Awareness

Surveys (knowledge of resources) Public Relations Campaign (highlights) Funding Support

Case Studies: Security PR Crises

Security Breach Impacts

Reputation - Equifax (143 million accounts hacked) Operations - Toronto Transit Commission (Security Incidents) Public Safety - University of British Columbia (Death of Security Guard)

Types: Crisis Management

Brainstorm

EXAMPLES- Product Recalls- Staff Harrassment - Data Breach IMPACT / RANK - Disrupt bottom line - Critically impact workflow - Negative publicity - Damage reputation

Levels: Crisis Management Responses

TIMING: contain crisis, minimize impact, reassure stakeholders AUDIENCE: INTERNAL (employees, shareholders); EXTERNAL (customers, media, public)

Red Level

Green Level

Amber Level

White Level

Not for DistributionRestrict to Participants

Limited DistributionRestrict to broader Community

Limited DistributionRestrict to Participating Organizations

Dsitribution without restrictionPublic Release

Traffic Light Protocol

Messaging: Failure vs Success

Messaging: Corrective Actions, Recall Information, Care Response, Responsibility, Compensation, Apology Communication Type / Frequency / Distribution / Stakeholders Considerations: Legal / Regulatory Consequences / "Tip Your Hand"

Scapegoat

CM Failures

Apology

CM Success

DenialAttack Accuser Excuses (Provoked, Accidental, Good Intentions)

"No Comment"Technical Jargon Cover-Up / Mislead Blame / Speculate Nervous /Deception Uhms / Uhs / Fidgeting

Best Spokesperson"Facts"Damage Control Key MessagingPublic Safety #1 Accurate Quick Release Open & Transparent Root Cause / Changes Made

Express ConcernTone & SincerityReminder of Past Good Works

Public Relations

“In any moment of decision, the best thing you can do is the right thing, the next best thing is the wrong thing, and the worst thing you can do is nothing.” — Theodore Roosevelt, 26th U.S. president

In-Class Group Project (Feb 14)

• RLA

• RLB

TEAM WORK

• Meet your teammates
• Read Assigned Article
• Divide Sections / Responsibilities
• Develop 5 minute (max) presentation (approximately 1 minute per person/section)
• TEAMWORK
• Listen and learn from others’ presentations
• Submit Individual Feedback (via BB)

Feedback questions provided after presentations

In-Class: Group Project (Feb 14)

PREPARATION

Iron Out The Wrinkles

Nice to Know vs. Need to Know

Get The Facts

Research widely over the internet and other sources

Critical analysis: Does the article provide FACTS or unverified opinions.

Difference between words written down and spoken out loud

Thank you!(Group Assignment Preview)

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