How to Maintain Good Public Relations as Security Guard?

Last Updated on January 30, 2025

Besic Security Guard Training: Unit 1, Lesson E (Public Relations for Security Guards)

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Public Relations (PR) refers to intentionally managing and sharing information between an individual, organization, and the public. It plays a crucial role in building mutually beneficial relationships and creating a positive reputation for the organization.

Although security guards are not officially public relations officers (PROs), they regularly interact with clients, visitors, and the general public.

Therefore, understanding basic public relations principles is essential for effectively managing these interactions. A security guard must know what to say when to say it, and whom to say it to—all while protecting the company’s image.

Why Public Relations is Important for Security Guards

Good public relations skills help you present the company positively. This, in turn, strengthens the company’s relationship with clients and improves your job performance.

A guard with good PR skills can help the company retain clients and attract new ones, benefiting both the company and your career.

Examples of Good Public Relations Practices for Security Guards

• Go beyond the minimum: When possible, do more than what is expected to assist clients and their customers.
• Maintain a friendly attitude: Be professional while keeping a friendly relationship with clients.
• Speak positively about your employer: Avoid criticizing the company or job publicly.
• Maintain client confidentiality: Never discuss sensitive information about clients or their businesses.
• Greet everyone with a smile: A simple smile sets the tone for positive interactions.
• Show professionalism: Demonstrate that you and your company provide reliable services.

Key Qualities for Effective Public Relations

Security guards should demonstrate the following qualities to build trust and a good reputation:

1. Reliability: Be dependable and consistent.
2. Honesty: Always tell the truth and be transparent.
3. Trust: Be someone others can rely on you to make the right decisions.

These qualities are essential because clients select a security company based on the expectation of reliability, honesty, and trust.

Integrity and Impartiality

Integrity means being honest, ethical, and fair in your duties. As a security guard, you must be neutral and unbiased when dealing with different situations.

Impartiality ensures that you don’t favor one party over another or let personal biases affect your work.

Why Integrity and Ethics Matter:

• It helps protect you when your actions are questioned.
• It strengthens your credibility when giving testimony in legal matters.
• It earns respect and trust from your colleagues.
• It’s part of being a professional in your field.
• It guides you in making the right decisions on the job.

What Leads to Misconduct in Security Guards?

Misconduct, or wrongdoing, can arise from several factors, including:

• Opportunities: Situations where wrongdoing seems easy to get away with.
• Peer pressure: Influence from colleagues who may encourage bad behavior.
• Rationalization: Justifying unethical actions as acceptable.
• Frustration: Letting personal stress affect your decisions.

Handling Public Interactions Effectively

Security guards frequently encounter members of the public who may have questions or complaints. To manage these interactions properly:

• Stay calm and polite: Approach people with courtesy and respect.
• Remain professional: Never display anger, sarcasm, or hostility.
• Be friendly, but not overly familiar: Maintain a balance between friendliness and professionalism.
• Stay open-minded: Listen to others without jumping to conclusions.
• Avoid arguments: If a situation is beyond your control, avoid engaging in disputes.
• Use respectful language: Address people using titles like Mr., Ms., Sir, or Ma’am.
• Use polite phrases: Include phrases like “please” and “thank you” to show politeness.
• Use minimum force: If force is necessary, ensure it is justified, minimal, and appropriate.

Tip: Always project confidence and knowledge when communicating with others. If you appear confident, people will be more likely to cooperate with you.

Avoid Creating a Negative Impression

Some security guards create a bad impression by being overly tough or rude. This behavior can be seen as aggressive, arrogant, or disrespectful. To avoid this, keep a low profile when tensions rise and focus on defusing difficult situations.

A good security guard should avoid:

• Showing little interest in people’s questions or concerns.
• Appearing unaware of what’s happening around them.
• Lacking interest in performing their job.

Such behavior can damage the image of the security company and harm client relationships. Therefore, always strive to maintain a positive, helpful, and professional demeanor.

Qualities of a Security Guard with Good Public Relations

A security guard with good PR skills will exhibit the following traits:

• Courteous and friendly: Approachable and polite to everyone.
• Dignified and confident: Carry themselves with self-respect and assurance.
• Calm and composed: Able to handle stressful situations without losing control.
• Tactful and considerate: Understanding how to deal with sensitive situations effectively.
• Reliable and punctual: Always on time and dependable.

Common Mistakes Security Guards Should Avoid

Even when following company rules, some common mistakes can make your job more difficult or result in poor service, such as:

• Negative thinking: Approaching situations with a bad attitude.
• Lack of pride in the job: Feeling indifferent about your responsibilities.
• Lack of confidence: Doubting your ability to handle situations.
• Prejudice and discrimination: Allowing personal biases to influence decisions.
• Abuse of power: Misusing authority when dealing with others.
• Inability to take criticism: Being defensive instead of learning from feedback.

In Summary:

Good public relations is essential for security guards to maintain a professional image and foster trust with clients and the general public.

Always be aware of what information you should and shouldn’t share. Maintain a positive attitude, demonstrate professionalism, and communicate effectively to ensure you uphold the reputation of both your company and the security industry as a whole.