INSIGHTS

Public safety is all about managing and reducing risk. After all, risk is the thing you like the absolute least if your job is keeping your community safe, as well as your fellow law enforcement officers, firefighters, EMS clinicians and/or 911 telecommunicators. 

But as organization that serves public safety with products, services and technology, you need to manage risk while also pushing innovation and adapting to change. You need to use every tool in your toolbox to stay current and, hopefully, ahead of your competitors. 

When we recently surveyed marketing leaders at companies that serve public safety, we asked them how they stay on top of changes. Their top answer: attending industry events and conferences. That’s a good call, because so much business continues to be done in person. The relationships you build with your customers at these events are paramount. Respondents also told us that social media, engaging with thought leaders and influencers and reading industry publications, blogs and newsletters are important to them. That all makes sense.

But what surprised us was that at the bottom of the list was hiring or contracting with subject matter experts. That’s a missed opportunity. While you may think you have enough expertise on staff, we typically don’t see that with our clients. Most important, it’s critical to get an outside voice to weigh in honestly (and yes, tactfully) about your strategies and tactics. So as you start planning what you’ll do in 2025, consider bringing in those whose opinion and background you value—experts who will tell you the truth and help you make improvements before you’re working with prospects. 

Best of all, there are great minds in public safety who are active (and retired) leaders, command staff and first responders who are more than willing and able to lend their expertise. They want to help you solve the problems facing public safety. They’ll help you avoid missteps and bring incredible verisimilitude to your mission, product development and marketing. 

At RedFlash, along with SMEs on our staff, we enlist a small team of active folks from public safety who are experts in their respective disciplines and focus areas. Whether it’s communications, fireground operations, personnel safety and accountability, investigations, or something else—there’s an expert for that! 

How do you find them?

• Look for experts among your current and former customers (even the prickly ones).
• Strike up conversations at national, state and local public safety events.
• Ask for referrals from your network.
• Canvass committees of relevant associations.
• Seek out writers, bloggers, speakers and podcasters who have expertise on the topic.

Three-quarters of organizations aren’t prioritizing the use of SMEs. You can be one of the standouts that decides to bring in the right independent experts and voices. 

Download the full survey results in our new Ebook, “Tapping Into the Marketing Trends of Organizations Serving Public Safety.”