communicating the safety message - communicating the health and safety message through traditional...

Communicating safetyGetting your message noticed

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www.winmarketing.co.uk

Ann Goodwin FCIM, DipM,Chartered Marketer

Managing DirectorWin Marketing

You communicate safety every day

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• Engage staff• Gain co-operation• Positive safety culture• Complement safety strategies• Improve behaviours • Enhance safe work practices

It’s critical . .

To get your safety message across effectively

Effective communication – it’s easy…

• Draw a circle• It’s easy . . .

– Isn’t it????


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Communicating exactly

But . . .

How often are we this explicit???


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It’s easy to misinterpret

• With safety messages– The consequences can be disastrous

• What stops effective communication?


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Barriers to communication

• Know the barriers to communication in your organisation

• Have a plan to overcome them


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Safety communication


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It’s like planning a road tripTakes time and effort to perfect techniques

Understand the communication process


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Improve your communication


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• Communicate safety with clarity, credibility and impact• Consider:

– 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!”

So what more can be done?

Use lessons from marketing to help


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Make your messages visually appealing

We remember more when we see and hear things at the same time


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Use lessons from marketing to help


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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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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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Promote the safety message like a brand

Provide recognition & understanding


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Be safe

Be

Safe

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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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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Brands – consistent throughout


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Safety Rock


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• Wear the brandIn your clothingIn your attitude

• Speak the brandPositiveLead by example

• Listen for the brandOther people’s attitudeCheck for feedback and understanding

Bring your brand to life . . .

Make it happen Roll the brand out into campaigns


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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

Safety communication tips1. Know the barriers2. Have a plan to overcome them3. Be aware of your audience4. Think before you speak5. Be clear and explicit6. Keep it simple7. Mind your body language8. Focus on benefits9. Be consistent10. Use two way communication11. Provide support12. Reinforce the message13. Express appreciation14. Promote as a brand15. Set the right example


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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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