The top 10 public relations challenges faced by physical security companies and solutions for each.
As America’s domestic and foreign physical risks continue to evolve in 2025, businesses and government departments must invest in new security services and solutions to mitigate these threats.
Manufacturers and installers of physical security services and solutions (physical security companies) will likely have numerous business opportunities to capitalize on in a competitive landscape. The figures speak for themselves:
- The North American physical security market is expected to reach an estimated “US$47.01 billion in 2025 and reach US$61.15 billion by 2030, at a CAGR of 5.4% during the forecast period of 2025-2030.”
- From a government sector perspective, the “President’s Fiscal Year (FY) 2025 Budget for the Department of Homeland Security (DHS) is $107.9B, of which $62.2B is net discretionary funding.”
There will most likely be an increase in demand for the following services and solutions: security guarding, CCTV and video surveillance, drone and counter-drone capabilities, access and egress control, AI-driven technology, access control systems, IoT devices and alarm solutions and monitoring.
- Manufacturers Need to Have a Strategy
To capitalize on such opportunities, companies must stand out in a competitive landscape from a marketing and communications perspective. To do this, they need reputation management strategies and tactics that are actively implemented at a regular cadence. Often, this process and requirement are challenging, with poor results delivered once executed. Here are the top 10 public relations challenges faced by physical security companies and proposed solutions for each challenge:
- Complex technical language
Challenge: Many physical security products are technically complex, and many potential clients’ decision-makers are technophobes—they do not understand the deeper workings of the security technology they may be considering for purchase.
Physical security companies utilize marketing content collateral that is often highly technical. This creates a communication ‘barrier’ or ‘chasm’ that not only ‘loses’ potential clients but also contributes to a misunderstanding about the physical security product or service’s capabilities. The impact of this ranges from lost business to incorrect public perception about a company, its services, and its solutions.
Solution: Manufacturers should invest in educating the media and customers by using streamlined language on their websites, in their sales communications, media outreach, press materials, and product collateral. Hosting customer webinars, channel and end-user briefing sessions will improve understanding and reduce miscommunication.
Learn MoreCredits By: www.securityinfowatch.com