Chapter 10Chapter 10Enhancing Public RelationsEnhancing Public Relations

Public RelationsPublic Relations

Public relations includes all activities Public relations includes all activities undertaken to enhance image and create undertaken to enhance image and create goodwill.goodwill.

Private security officers convey an image Private security officers convey an image of their employer that can either promote of their employer that can either promote or detract from public relations efforts.or detract from public relations efforts.

Promoting good public relations is a vital Promoting good public relations is a vital part of any security officer’s job.part of any security officer’s job.

Effective Public RelationsEffective Public Relations

Good public relations require that security Good public relations require that security personnel:personnel: Look professional.Look professional. Act professionally.Act professionally.

Special PopulationsSpecial Populations

Security personnel may need to interact with:Security personnel may need to interact with: The elderly.The elderly.

Individuals with Alzheimer’s disease may appear intoxicated.Individuals with Alzheimer’s disease may appear intoxicated.

The disabledThe disabled Speech of individuals who have been deaf since birth may Speech of individuals who have been deaf since birth may

sound garbled which also appears as intoxication.sound garbled which also appears as intoxication. Epileptic seizures can look like street drugs or alcohol at Epileptic seizures can look like street drugs or alcohol at

work.work.

Non-English speaking individuals.Non-English speaking individuals. Those who are homeless.Those who are homeless.

Dealing with the Press and the Dealing with the Press and the MediaMedia

Security managers should balance the Security managers should balance the public’s “right to know” and the reporters’ public’s “right to know” and the reporters’ First Amendment right to publish what they First Amendment right to publish what they know with their employers’ needs to know with their employers’ needs to withhold certain information and to protect withhold certain information and to protect their privacy.their privacy.

Security and Effective Public Security and Effective Public RelationsRelations

A security officer who looks and acts like a A security officer who looks and acts like a professional will have greater likelihood of professional will have greater likelihood of preventing crime, the primary purpose of preventing crime, the primary purpose of being hired initially.being hired initially.

Good public relations can also promote Good public relations can also promote the security program and its safety and the security program and its safety and protection objectives.protection objectives.

Summary QuestionsSummary Questions

What is public relations?What is public relations? What is the role of security personnel in What is the role of security personnel in

public relations?public relations? What factors are important to effective What factors are important to effective

public relations?public relations? What special populations must security What special populations must security

personnel learn to interact with?personnel learn to interact with?

Summary QuestionsSummary Questions

What medical or other conditions can be What medical or other conditions can be mistaken for intoxication or being high on mistaken for intoxication or being high on drugs?drugs?

What balance should security managers What balance should security managers strive for when dealing with the press and strive for when dealing with the press and media?media?

How does effective public relations affect How does effective public relations affect security?security?