The document discusses effective strategies for communicating safety messages within an organization. It emphasizes that safety communication is critical but often poorly executed. Some key strategies discussed include engaging staff, understanding barriers to communication, promoting safety like a brand with consistent messaging, focusing on benefits to recipients, using multimedia techniques from marketing, and leading by example. The goal is to get safety messages noticed and correctly interpreted to improve behaviors and work practices.

1. Communicating safety
Getting your message noticed
Ann Goodwin FCIM, DipM,Chartered Marketer
Managing Director
Win Marketing
www.winmarketing.co.uk
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2. You communicate safety every day
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3. It’s critical . .
To get your safety message across effectively
• Engage staff
• Gain co-operation
• Positive safety culture
• Complement safety strategies
• Improve behaviours
• Enhance safe work practices
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4. Effective communication – it’s easy…
• Draw a circle
• It’s easy . . .
– Isn’t it????
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5. Communicating exactly
But . . .
How often are we this explicit???
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6. It’s easy to misinterpret
• With safety messages
– The consequences can be disastrous
• What stops effective communication?
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7. Barriers to communication
• Know the barriers to communication in your
organisation
• Have a plan to overcome them
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8. Safety communication
It’s like planning a road trip
Takes time and effort to perfect techniques
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9. Understand the communication process
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10. Improve your communication
• Communicate safety with clarity, credibility and impact
• Consider:
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– What are you trying to say
• Know why you need to say it
• Who do you need to say it to?
– Why is the message relevant to them?
– Know when to communicate
– Consider the expected response
– Consider the culture
– Choose the medium carefully
• Show them how
– Use language the recipient will understand
– Consider your attitude
• “we do all of that!”

11. So what more can be done?
Use lessons from marketing to help
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12. Make your messages visually appealing
We remember more when we see and hear things at the same time
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13. Use lessons from marketing to help
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14. Answer the “what’s in it for me”
• Benefits relevant to them – not to you!
– Features tell, benefits sell
• Give people a goal to aim for
– Paint a picture
• Translate complaints & criticisms into requests
– Feel, felt, found technique
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15. Use positive words . . .
• What's the problem?
– How can I help
• You should have …
– From now on … or Next time…
• You don’t understand
– Let me run through that again
• I've told you before not to …
– How about trying it this way
• This will cost money
– This is an investment in your health and well being
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16. Promote the safety message like a brand
Provide recognition & understanding
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Be safe
Be
Safe

17. Communicate your safety message like a
brand
• Confirm what the brand stands for
• Understand target audience
• Involve and engage with them
• Consistent
• Regular
• Integrated promotional campaigns
• Use the senses
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18. Build the “Safety Brand” within your company
• Develop your safety image and logo
– Personalise it, fun and exciting
• Brand Name
– Something people can be part of - “Target Zero”
• Develop a Strapline
– Trying to achieve or stand for - Doing dangerous things safely
• Gain support from specialists
– Commitment from your marketing department
– Show them that safety affects the company brand
– Test messages with focus groups
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19. Brands – consistent throughout
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Safety Rock

20. Bring your brand to life . . .
• Wear the brand
In your clothing
In your attitude
• Speak the brand
Positive
Lead by example
• Listen for the brand
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Other people’s attitude
Check for feedback and understanding

21. Make it happen
Roll the brand out into campaigns
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22. Making it happen – sample ideas
• Internal documents
• Meetings
– Focus groups
– One to one sessions
– Conferences
– Events
• Advertising
– Staff magazines
• Promotional items
– Posters
– Brochures
– Videos
– Pens
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• Digital Marketing
– Website, Intranet,
– Blogs, social media
– E-shots
– SMS Texts
• Public relations
– Competitions
– Success stories
– Safety week
– Conferences
– Socials
– Recognition
– Reward schemes

23. Safety communication tips
1. Know the barriers
2. Have a plan to overcome them
3. Be aware of your audience
4. Think before you speak
5. Be clear and explicit
6. Keep it simple
7. Mind your body language
8. Focus on benefits
9. Be consistent
10. Use two way communication
11. Provide support
12. Reinforce the message
13. Express appreciation
14. Promote as a brand
15. Set the right example
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24. Thank you – any questions??
Ann Goodwin,
Win Marketing (UK) Ltd
14, The Office Village, Charnwood Business Park, North Road,
Loughborough, Leicestershire, LE11 1QJ
Tel: 01509 265890
Follow us on Twitter: @anngoodwin or @winmarketing
Download this presentation on www.winmarketing.co.uk/communicating-safety/
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