Security-minded communications: from crisis response to brand protection
Organisations in the security sector must understand and use a range of communications channels, from building their social media presence to implementing internal processes that facilitate the sharing of rapid and accurate information.
Like many other soft skills, the role of communications is often undervalued or overlooked by small and medium-sized businesses. This, in part, is down to a lack of resource, but also because it can be difficult to measure what successful communication looks like.
The role of communication extends beyond traditional approaches, such as marketing and public relations strategies.
With the right approach and clear objectives, communication serves a multitude of functions for businesses, ensuring they can strategically prepare and respond to specific circumstances, internally and externally. From enhancing a company’s profile to mitigating risk by implementing structures and processes, the role of communications should be given serious consideration for businesses operating in the UK’s security sector.
At the same time, any communication strategy should consider the current and future threat landscape facing the UK, with rapid advances in technology posing challenges.
For example, the role of social media platforms was brought into sharp focus in the summer of 2024 when misinformation was shared following the Southport murders, resulting in far-right riots that caused physical damage to local businesses and property.
The impact of this activity spread far beyond Southport, with rioters targeting 32 locations across the UK, including a hotel in Rotherham hosting asylum seekers and a Citizens Advice premises in Sunderland which was set alight.
We’re living in an increasingly hyperconnected world where the profile and role of those sharing information has changed. Where we once looked to broadcast media for news, the erosion of trust in traditional media outlets means adults are now more likely to view the news on their mobile phones via media platforms such as TikTok and X (Twitter).
This is problematic because those sharing news and information on social media do not always care about accuracy.
This means it is vital that businesses in the security sector utilise a range of communication functions, from building their social media presence to implementing internal processes that facilitate the sharing of rapid and accurate information. This approach will ensure they are prepared to respond to a range of scenarios to take control of the narrative. This could be a statement for the media or a briefing document for a stakeholder.
The approach adopted by the Metropolitan Police following the Hamas terror attack in Israel on 7 October 2023, which resulted in large protest rallies in London, demonstrates how simple communication can have an impact. The Met used social media to share updates about specific instances they were investigating, which helped to mitigate the impact of mis-and disinformation that was spread on Twitter.
Behind this public-facing communications approach was a rigorous internal communications function. Internal communications play a crucial role in terms of informing colleagues who can then engage with the relevant stakeholders, such as local businesses, authorities or wider police forces. This in turn results in aligned and consistent narratives that help to build trust and confidence.
Trust and confidence are key points to consider in this context because most operators providing security services are united in their ambition to make the UK a safer place.
Most operators in this sector are passionate about what they do and why they do it. But whilst they spend a considerable amount of time building trust in their product or service, failure to prepare for an appropriate response can have severe consequences. When staff at all levels are well-informed and equipped with clear protocols, the company’s overall operational efficiency improves, reducing the likelihood of missteps that could undermine credibility.
Although an example from the USA, the silence from Los Angeles’ Mayor, Karen Bass, when probed by a Sky News reporter about her decision to leave the country during the devastating wildfires, shows how valuable leadership in communication is. In that scenario, Mayor Bass simply needed to explain succinctly that she was in constant communication with the emergency services and outline some of the next steps. Instead, her silence undermined her credibility, at local and national levels.
The examples provided illustrate that there is not a one-size-fits-all approach to communications, but they highlight how basic functions can help to improve the impact of a response. Whether that’s communicating with the media or sharing information internally with your stakeholders, establishing robust structures and processes will ensure you can achieve credibility and impact through communications.
By prioritising communication, security businesses not only protect their interests but enhance their ability to serve and protect their clients in an increasingly complex world. As the industry continues to evolve, so too must its approach to communication.
Nathan Emmerich
Founder and Managing Director
SW-One Communications
