Summer often brings a surge in foot traffic, tourism, and sales—but it also increases risks for small businesses. From theft and break-ins to viral online backlash, today’s threats are multifaceted. That’s why the recent “Secure the Summer” webinar, led by security expert Jeff Bartley and crisis PR strategist Cyndee Harrison, delivered timely and critical advice [click here for the replay].
Whether you operate a pawn shop, jewelry store, or another high-value business, here are five crucial steps to protect your business this season—physically and reputationally.
1. Robbery Response: Speed and Safety Are Key
Robberies often happen fast, typically in under three minutes. Your immediate priority should be the safety of everyone present.
- Cooperate fully, stay calm, and avoid sudden movements.
- Do not attempt to stop the robber. Prioritize safety over heroics.
- After the incident, lock your doors, contact law enforcement, and document every detail—even seemingly minor things like smells or behavior that could help investigators.
2. Crime Prevention: Practical Deterrents Work
Many crimes can be deterred with simple, everyday actions:
- Customer engagement: Greet every visitor. Thieves hate attention.
- Secure inventory: Lock valuables in the safe overnight. Leave your register drawer open and visibly empty.
- Digital awareness: Never post interior layouts or delivery schedules on social media.
- Card security: If a credit card won’t swipe or chip, do not process it.
3. Emerging Threats: Stay One Step Ahead
New criminal tactics are gaining traction, and staying informed is key to prevention:
- Cell phone jammers can disrupt alarm signals. Ensure your alarm system is self-polling.
- Shared walls with businesses: Burglars are entering through adjacent or vacant properties.
- After-hours targeting: Watch for vehicular stalking, especially post-convention or closing time.
4. Brand Security: Crisis Communication Is Your Reputation Shield
Physical security is only half the battle. Reputational harm from viral incidents or negative press can be devastating.
- Audit vulnerabilities—physical, digital, and reputational.
- Assign and train a spokesperson.
- Draft holding statements for common crises (e.g., theft, injury).
- Keep your internal contact list updated for rapid coordination.
- Proactively manage your digital presence: monitor reviews, social chatter, and Google alerts.
- Train staff to communicate calmly and avoid speculation.
5. The First 24 Hours: Own Your Narrative
In a crisis, silence can be more damaging than the event itself. Here’s how to take control:
- Issue a holding statement quickly.
- Pause automated emails and posts.
- Communicate internally: let staff know who will handle updates.
- Monitor and respond to online mentions with factual, consistent messaging.
- Provide a brief public update when appropriate, outlining the situation and next steps.
Final Thought:
A robbery may last just 60 seconds, but the public narrative can shape your brand for years. Combining solid security protocols with proactive crisis communication gives your business the best chance to bounce back fast—with your reputation intact.
Want help protecting your physical assets? The team at Sapphire Risk Advisory Group takes a personalized approach, working closely with clients to provide tailored Security Designs and RFP Assistance, meeting each project’s unique needs.
Need help preparing your crisis plan or fortifying your digital presence? Reach out to our team to protect what matters most or visit PRShield.com to start promoting and protecting your brand today!
