1. Communicating Security.
ASIS Intl - London Conference: 17 April 2012
Tanya Spencer
Director, TrainingSolutions
Global Travel Security & Crisis Management Specialist
Communicating
Security:
What you need to know, to tell others.
For this web version of the
ASIS London
presentation, extra notes
are included in the quote
boxes.

2. • Intro: Purpose
• Communication Cycle
• Key Messages
• Extro: Summary & Questions
AGENDA
Communicating Security.

3. COURSE DESCRIPTION
Communicating Security: What You Need To Know, To Tell
Others.
Interactive, ‘lightning-fast’ training of trainers. Learn how to apply the
“communication cycle” and “key messages” model to better
communicate security to staff. Your message is important, so
sharpen your delivery.
Be afraid…very afraid!!! Is this your message when communicating
security to staff? Security professionals tend to emphasize fear, yet
often this isn’t the most effective way to get people to behave more
securely. But, how can you re-package your message so staff can
‘hear’ you? Learn useful models to better communicate security.
Join this interactive session to:
o Get ideas on how to improve your security briefings, orientations,
trainings and other forms of communications.
o Learn and apply communication models, using a travel security
workshop as an example.
To get your message across, you need to engage people – here’s

4. Security
Professionals
Advisor
Manager
Business
Partner
Trainer
Supervisor
Budget holder
Team
member
Visionary
Security’s Multiple Roles & Means of Communication.
Trainings
Policy papers
Presentations
Emails
Newsletters
Blogs Phone calls
Media
BriefingsInductions

5. What’s needed to communicate security
successfully?
How can effective communication
skills improve my work performance?
Session’s Purpose: Gain Insights.
In what ways can I utilize the ‘Key Messages’
model in my upcoming communications?

6. • Intro: Purpose
• Communication Cycle
• Key Messages
• Extro: Summary & Questions
AGENDA
Communicating Security.

7. Planning
Monitoring &
Evaluating
Targeting
Packaging
Communication Cycle Components.
• Who’s it for?
• Set focus
• Define audience
• What’s in it for
- individual?
- company?
• Content
• Impact audience
• How to best reach the audience?
• Audience’s preferred channels
• Reach the audience using the right
content for the right channels
• Was the effort effective?
• Value for money
• Test for success

8. Planning
Monitoring &
Evaluating
Targeting
Packaging
Communication Cycle Tools.
• Stakeholder analysis
• Communication strategy
• Market analysis
• ???
• Scenarios
• Storytelling
• Solutions
• ???
• Feedback
• Manager’s review
• Observation
• ???
• Websites - internal / external
• Policy papers
• Briefings
• ???

9. Global Security Awareness Campaign.
Communication Cycle
Example:
Global Security Awareness Campaign

10. Planning
Monitoring &
Evaluating
Targeting
Packaging
Poster Example: Global Security Awareness
Campaign.
• External research
• Call to Action:
“Security is your
responsibility”• Used by members
• Poster was downloadable on
websites: Secretariat & member
organizations

11. Global Security Awareness Campaign.
Some of the points listed by
an external consultant...

12. 1. Title: Risk Analysis
Text: What are the threats to myself, my team, and my programme?
Text: Have you assessed the risks? Are the risks acceptable?
2. Title: Personal Security
Text: Concerned about your safety or security? Speak with your manager.
Text: Be prepared. Think Safe, Act Safe, Be Safe.
Text: It’s everyone’s responsibility.
3. Title: First Aid
Text: Do you know what to do if your colleague is injured?
Text: Take your first aid kit when travelling.
4. Title: Travel Safety
Text: Have you completed a risk assessment for your journey?
Text: Have you completed the vehicle checklist?
5. Title: Health and Wellbeing
Text: Stress affects everyone, including you! Take time to rest.
Text: Balance your work and your personal time.
Global Security Awareness Campaign.

13. 6. Title: Cultural Awareness
•Text: Does your work respect the local culture and customs?
•Text: What cultural issues can affect our programmes?
7. Title: Humanitarian Principles
•Text: Do our programmes demonstrate these Principles?
•Text: Know, Respect, & Share the meaning of Humanitarian Principles.
8. Title: Understanding the Context
•Text: What is our mission? Why are we here?
•Text: Who should I engage to ensure programme success?
9. Title: Communications
•Text: Do you have a means to communicate with your team?
•Text: Are your important numbers programmed into the phone memory?
10. Title: Information Security
•Text: Change your passwords regularly.
•Text: Is my programme information sensitive? Can it cause harm to others?
Global Security Awareness Campaign.

14. • Intro: Purpose
• Communication Cycle
• Key Messages
• Extro: Summary & Questions
AGENDA
Communicating Security.

15. Planning
Monitoring &
Evaluating
Targeting
Packaging
Key Messages in the Communication Cycle.
Key Messages
Key Messages are formed
during the Planning stage and
will shape the Packaging
(content), Targeting (channel)
and M&E (return on
investment) stages.

16. Brainstorm Must Know
Should Know
Nice to Know
Key Messages
Key Messages: Group Work.
1. Pick an audience
2. Pick a topic
3. Brainstorm all issues & points that could be included.
4. Categorize into “must,” “should” and “nice to know” points.
5. “Must know” points are the key messages need to be featured and
repeated throughout the communication.
The type of channel (video, brief,
guidelines) will determine how many
“should” and “nice” to know points can be
included.

17. International Case Study: Background.
You work for an international engineering and consulting
company, specializing in the pharmaceutical sector of
emerging markets.
Your responsibilities include managing the travel
security for your company’s multi-national staff of sales,
technical experts, and managers who travel throughout
Russia, Mexico and several Asian countries.
Worldwide, your company employs over 1,250 people.
Your staff come from a variety of nationalities and the
majority of them work in their home country or region.
One of your concerns is: Of the Europeans scheduled to
travel this year to emerging markets, there are 42% of
them who have never traveled outside of Europe before.

18. International Case Study: Group Work.
Pick one audience and one topic:
Audiences
• Travelers to and within Mexico
• Travelers to and within Russia
• Travelers to and within Asian region
Topics
• Laptop and industrial espionage
• Kidnapping and extortion
• Cultural sensitivities and security
To read sample outputs
from the ASIS Orlando
and Copenhagen sessions
and to get further advice
on how to apply the Key
Messages Model, go to:
http://www.trainingsolutions.dk/wp-
content/uploads/Communicating_Securit
y_Its_Your_Job_TSpencer1111_vWeb2.
pdf

19. Global Security Awareness Campaign.
Key Messages Example:
Global Security Awareness Campaign

22. Planning
Monitoring &
Evaluating
Targeting
Packaging
Poster Example: Global Security Awareness
Campaign.
• External research
• Call to Action:
“Security is your
responsibility”• Used by members
• Poster was downloadable on
websites: Secretariat & member
organizations
Based on extensive
research, early drafts of
the poster had too
much information and
needed to be changed
daily.
Sub-group only had 2 hours to
create the right key message for
the poster.
Poster was accessible to 130 member
agencies and their multitude of
partners.
At the New York offices of my
client, the posters were highly
visible in the elevators and offices.
And, they invited others from the
building to my “ACT Secure”
event.
Professional Result:
Communication and other
management skills boost my career
and my actions pleased the C-suite
of my client.

23. • Intro: Purpose
• Communication Cycle
• Key Messages
• Extro: Summary & Questions
AGENDA
Communicating Security.

24. Extro: Summary of What We Covered.
• Intro: Purpose
• What’s needed to communicate security successfully?
• In what ways can you utilize the ‘Key Messages’ model in your
upcoming communications?
• How can effective communication skills improve your work
performance?
• Communication Cycle
• Components: Planning, Packaging, Targeting, M&E
• Tools: Stakeholder analysis, Scenarios, Emails, Evaluations
• Key Messages
• Must, Should, Nice to know

25. Extro: Ensure Value for Money.
Typically companies only provide
documentation for their staff - be it
country updates, security guidelines,
emergency plans: Believing that this
saves time & money but not knowing
that studies have proven that reading
generates only a 10% retention rate.
Whereas, practice by doing can bring
the rates up to 75% - the more they
remember, the more they can act on.

26. Extro: Questions & Comments.
Questions? Comments?

27. “Life is full of risks. But
opportunities come to those
who manage them.”
Ticket to Safer Travels.
Thank You.
www.trainingsolutions.dk
• Presentations about our customized security trainings, consultations & coaching
• Travel checklists, security equipment & practical resources
• Purchase Rejs sikkert: Guide til personlig sikkerhed for kvider, der rejser
For further reading, click on:
http://www.trainingsolutions.dk/wp-
content/uploads/Communicating_Security_Its_Your_Job_
TSpencer1111_vWeb2.pdf
If you have any questions/ comments
about communicating security, you
are welcome to contact me.

28. “Life is full of risks. But
opportunities come to those
who manage them.”
Ticket to Safer Travels.
Tanya Spencer
TanyaSpencer@TrainingSolutions.dk
Koebmagergade 2, DK-1150 Copenhagen K
Main Tel: 3337 8375
www.trainingsolutions.dk
• Presentations about our customized security trainings, consultations & coaching
• Travel checklists, security equipment & practical resources
• Purchase Rejs sikkert: Guide til personlig sikkerhed for kvider, der rejser