Communicating the safety message - Communicating the Health and Safety message through traditional Marketing Techniques.
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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.
Communicating the safety message - Communicating the Health and Safety message through traditional Marketing Techniques.
- 1. Communicating safety Getting your message noticed Ann Goodwin FCIM, DipM,Chartered Marketer Managing Director Win Marketing www.winmarketing.co.uk 1
- 2. You communicate safety every day www.winmarketing.co.uk 2
- 3. Its 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 www.winmarketing.co.uk 3
- 4. Effective communication its easy Draw a circle Its easy . . . Isnt it???? www.winmarketing.co.uk 4
- 5. Communicating exactly But . . . How often are we this explicit??? www.winmarketing.co.uk 5
- 6. Its easy to misinterpret With safety messages The consequences can be disastrous What stops effective communication? www.winmarketing.co.uk 6
- 7. Barriers to communication Know the barriers to communication in your organisation Have a plan to overcome them www.winmarketing.co.uk 7
- 8. Safety communication Its like planning a road trip Takes time and effort to perfect techniques www.winmarketing.co.uk 8
- 9. Understand the communication process www.winmarketing.co.uk 9
- 10. Improve your communication Communicate safety with clarity, credibility and impact Consider: www.winmarketing.co.uk 10 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 www.winmarketing.co.uk 11
- 12. Make your messages visually appealing We remember more when we see and hear things at the same time www.winmarketing.co.uk 12
- 13. Use lessons from marketing to help www.winmarketing.co.uk 13
- 14. Answer the whats 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 www.winmarketing.co.uk 14
- 15. Use positive words . . . What's the problem? How can I help You should have From now on or Next time You dont 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 www.winmarketing.co.uk 15
- 16. Promote the safety message like a brand Provide recognition & understanding www.winmarketing.co.uk 16 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 www.winmarketing.co.uk 17
- 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 www.winmarketing.co.uk 18
- 19. Brands consistent throughout www.winmarketing.co.uk 19 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 www.winmarketing.co.uk 20 Other peoples attitude Check for feedback and understanding
- 21. Make it happen Roll the brand out into campaigns www.winmarketing.co.uk 21
- 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 www.winmarketing.co.uk 22 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 www.winmarketing.co.uk 23
- 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/ www.winmarketing.co.uk 24