Marie-Claire Ross, author of the highly acclaimed book, Transform Your Safety Communication, is hosting a free webinar to help safety leaders and safety professionals improve how they talk about safety, in order to put safety front of mind for busy employees.
Melbourne, Australia (Date) – Marie-Claire Ross, CEO and Author at Digicast Productions, a safety communication agency, today announced the launch of a free webinar, 3 Secret Strategies for Inspiring Effective Action on your Safety Messages. It’s designed specifically for safety leaders who are frustrated that workers are ignoring their safety messages and who want an easier way to get co-workers to improve their safety habits.
Creating a safe workplace is a business imperative for all organisations. Yet, there is a plethora of safety related information readily available through the internet, professional associations, media publications, books and training courses.
What many organisations find is that they are drowning in safety information. There is so much safety intelligence to keep track of that it's difficult for them to decipher what is relevant for their company. What they really want is for someone to shine a light on applicable safety information and help people see what the dangers are and what they need to do to keep workers safe. In effect, workplaces are drowning in safety information, but they're starving for wisdom.
This is the important role of a safety professional. To be able to critically think about what the safety information is highlighting and then write and talk about it in such a way, that people can understand what it means and how it is relevant to them. Yet, so many safety professionals discuss safety in such a way that's confusing and obscures how that information relates to people's lives.
Marie-Claire Ross, the webinar host, says that “Safety professionals want their safety leadership messages to be understood and acted upon. This can be challenging when you have language and geography barriers, age differences and people just not listening because they suffer from the highly contagious “it won’t happen to me” bias. Then, there is the issue of trying to get people to listen to what is said, not what they think is being said. So often, safety professionals feel so frustrated that their safety messages are being misinterpreted. Being able to create the right safety message that gets attention, that people can understand, remember and then take the right action upon, is crucial for successful safety leadership.”
This one hour free webinar addresses:
- What the key ingredient is for an attention-grabbing message.
- How to get people to understand what you say and take the right action at the right time.
- A neat little trick that’s proven to help people remember what to do when they need it most.
The webinar is live on Tuesday 18 March at 10am AEST. Those interested should visit www.digicast.com.au/safety-communication-secrets to register and to also download a free 4 Step AURA Safety Communication blueprint.
The event will only be recorded live once and the recording only available for three days.
For more information, contact email@example.com
Photo attribution: Stuart Miles
To be an effective safety leader, you need to be able to persuade your workplace to buy-in to your safety vision. You have to be able to cut through any confusion on safety and focus your organisation on what is important.
It's not just those working on the floor that you need to convince, but also senior management and the board.
Throughout time, revered leaders were those who were masters at communicating. JFK, Martin Luther King, Winston Churchill and Gandhi were all experts at formulating their own vision and then communicating it with such congruency and authenticity that it was able to influence how the masses acted. To this day, their respective legacies continue.
As Anthony Robbins says in the book, Unlimited Power, great leaders change the world through their communication power.
As you know, it's not enough to provide people with information. Getting people to take action is what separates an ordinary safety professional from a brilliant one.
When it comes to communicating about safety, you have less than one minute to catch the attention of your workforce with your safety messages.
Do you know what to say, or write, in those first 60 seconds?
You’re staff are drowning in safety rules and regulations, yet are starving for wisdom.
They need someone to cut through all the noise and communicate how safety information applies to their lives. They’re screaming for someone to make safety meaningful. And guess what? That person is YOU.
Here are 10 safety communication skills you need to learn, in order to motivate your workforce towards safety excellence.
- Create sticky messages - An often overlooked role of the safety professional is to critically think about what the safety information is highlighting and then communicating it in such a way, that people can understand what it means and how it is relevant to them. A superstar safety leader is able to shine a light on relevant safety information and help people see what the dangers are and what they need to do to keep safe. Then, that message needs to inspire action. Yet, so many safety professionals write and talk about safety in such a way that's confusing and obscures how that information relates to people's lives.
- Written communication skills - Being able to write a convincing safety campaign, is in the realm of copywriters. Yet, a safety professional needs to know how to make the month's safety theme an interesting topic of discussion. It's really important that safety professionals learn some basic marketing skills, to better influence staff with email newsletters and posters. This means having an understanding of what titles to use, how to write targeted messages and to avoid obscuring information with unnecessary padding.
- Run a high performance safety meeting - Running a safety meeting at a high performance level means getting everyone to come up with safety solutions, having open safety discussions and ensuring action is taken. Learn how to be an expert in running a safety meeting where everyone collaborates and action is taken.
- Sharing information - Companies that are great at safety have supervisors and safety staff that freely share safety information. For example, this means if they saw an article in the paper about a safety accident that involved the same equipment at their premises they would use that as an opportunity to discuss risks. It means passing on information from production. And it means giving everyone the best chance to do well in their jobs from a safety perspective. One of the ways Alcoa improved their safety record back in the late 1980's was to share safety information in real time to all of their sites worldwide (in fact, they were the first company to use email for corporate purposes).
- Be a safety curator - In addition to freely sharing information, you are also the main safety resource. This means you need to be able to locate and track down any safety information that is called upon at a moment's notice. In the book, Safety Culture, by James Roughton and Nathan Crutchfield, it is mentioned that being able to accurately curate all safety information means being relied upon for answers. This increases the potential that people will see you as knowledgeable and will be more likely to take on board your suggestions. It will expand your safety influence and ability to transform the safety culture.
- Safety conversation skills - Most professions need people with great verbal skills. When it comes to safety, it's integral that safety professionals have the skills to encourage people to openly discuss issues in safety meetings, but also the ability to be able to initiate a difficult safety conversation. You need to know a variety of approaches to talk to people about improving their safety habits.
- Be friendly, be a networker - Once you've created your safety message, the next step is to then disseminate safety information in a timely manner and quickly, throughout an entire organisation. Safety professionals need to the friendliest person in the building. They need to get out and mingle with everyone. And I mean, everyone! You need to be able to influence the leadership team to enable the right changes to occur on safety issues and you need every other co-worker to listen to you when you talk about safety. It's really important that you are interested in others and that they know you care. This enables you to build up a strong network, so that any message you send out gets everyone's attention.
- Embrace social media - Learn how to use social media to connect with your peers. Ensure you have a strong understanding of how social media works, particularly within your organisation. Your effectiveness will be determined by how quickly you're able to get out a safety messages and how well it is received. Social media is another communication tool that will improve your influence skills.
- Encourage two-way communication - Always follow up your written or verbal communication with feedback. Get out of your office and onto the floor to find out how your new safety processes and your safety communication are performing. By finding out the responses you are getting with your communication, you'll be able to change your future communication style so that it hits the mark. While also improving your safety processes.
- Tailoring your communication for the right audience - You could almost be forgiven if you think a safety professional needs to have an almost Jekyll and Hyde persona. Your influence skills need to reach different levels in the company from those with minimal school education right up to the CEO. Learn to change your communication style so that it matches the style of the receiver.
Your level of commnication mastery will determine your level of success both in your professionl life, but also your personal one.
As well as knowing all of the safety regulations, you need to have the skills to synthesise diverse information and re-package it, so that people can understand it. It means being able to connect with others, collaborate on projects and influence your co-workers to meet safety goals. But overall, it's all about getting people to take the right actions.
Recently, Air New Zealand launched its new inflight safety video in collaboration with Sports Illustrated, the swimsuit franchise.
Now, if you also think that's weird, the safety video is also used as an opportunity to sell....the Cook Islands.
So let's see, you've got a safety training video that is effectively selling three products:
- Attractive Sports Illustrated Models
- The Cook Islands
- Inflight safety.
One of the golden rules in advertising is that you can't be all things to all people. So of course, only one of those messages wins. Which one is it?
Poking Fun at Safety
For many years, Air New Zealand has been a leader in producing funny inflight safety videos. And let's face it, knowing how to put on a safety belt, reach oxygen and sit in the brace position is not rocket science. Once you've seen one flight attendant do their little front of house stage show, you've seen them all. However, due to safety regulations, we all need to be reminded.
Air New Zealand has successfully made safety information not only enjoyable to watch, but you still learn from it. This point really is the key because so many advertising agencies come in and make safety funny, but the whole safety meaning gets lost. In the end, no-one remembers the safety messages. A good example is Dumb Ways to Die.
In November, I flew Air New Zealand to get to San Francisco. I have to say that it was my best flight ever. The food was amazing and the staff wonderful. I even enjoyed the Betty White safety training video. Sure the jokes were a bit croaky, particularly after the fourth time I saw it, but I got the message.
But with this new inflight safety video titled: Safety in Paradise, I'm lost. I'm so glad I know inflight safety protocol because I'm too distracted to learn anything or remember.
For a start, no plane is used to show the inflight safety training. I have no problem with that because in the Betty White video, I felt that this was done successfully. However, seeing a snorkling mask being put under a beach chair to represent storing your items under the chair in front of you, is just a little too conceptual for me.
Then there are the pretty girls making cute faces and poses to camera. That's nice on a Sports Illustrated video, but really conflicting on a safety training video. I'm a female and I'm not listening to a word they say. All I see is the beach and a talking bikini. So if I can't focus on a message, how can a man? Especially, a teenage boy for that matter.
Of course, there is also the issue, that it is incredibly sexist. Personally, I would have preferred some hot young men to have been frolicking about, as well, to balance it out a bit. But then, wait a minute, that's not a safety training video, that's a Sports Illustrated video with models living an aspirational lifestyle!
While Air New Zealand acknowledges that they did pre-test the ad with females, I find it disappointing that it seems more geared for a male audience. After all, women are around 51% of their target market.
Other issues include the music is too loud (can't hear what they say), the inflight safety metaphors too vague and the Cook Islands sales pitch confusing. It's really hard to think safety when you're being sold a holiday to the Cook Islands and eye candy. It smacks of Air New Zealand getting as many people into the party to cover costs.
This is so wrong on so many levels and you sense that the marketers let their egos take control. It's all about the marketing and the advertising team having contact with models and visiting exotic locations. They obviously thought they were being clever, by getting extra sponsors to cover their costs. But all they did was focus on their needs. They've totally forgotten about the real reason for the video. The end result is a bizarre mix of bikinis, pretty beaches and obscure safety messages.
Overall, it's disappointing when you compare it to previous Air New Zealand safety videos that were funny and clever. This just isn't very witty and the script lacks the previous finesse of other Air New Zealand inflight safety videos. Without the models, the words border on being mediocre at best. But it is better, than a flight attendant going through the motions with little enthusiasm.
All in all, I'd say that the models win for getting a great promotional opportunity that celebrates their beauty.
In terms of whether Air New Zealand was able to make safety sexy, I'd have to say "no". In the end, making a topic sexy is making people interested in it. Yes, I'm sure lots of men will happily watch this video, but I'm sure if you tested them afterwards, you'd be hard pressed to get them to recall any safey messages. But I'm sure they could remember the girls' names. The topic of safety hasn't been made more engaging, it's just been hyped up, extremely diluted and lost in a sea of unforgettable information. It just feels superficial and meaningless.
Cocktail by the beach, anyone?
Recently, I've been reading Safety Culture: An Innovative Leadership Approach by James Roughton and Nathan Crutchfield and one proposal I liked in the book was that every safety professional must have their own professional brand.
Personal branding is the practice of people marketing themselves and their careers. Essentially, it's an ongoing process of establishing a prescribed impression or image in other people's minds about yourself.
In today's world of social media, personal branding is becoming increasingly important. But it's not just your Linkedin profile that you should be worried about.
As a safety leader, your effectiveness is determined by how clearly and quickly you can spread the positive influence of safety-related activities throughout an organisation.
It's up to you to develop the leadership skills to positively shape the safety culture.
One of the important ways that you do that is to cultivate an impression of being an approachable, friendly safety professional that's passionate about keeping others safe. That's actually not optional. It's what you need to be.
Here are seven tips to cultivate the right personal safety brand:
- Be authentic - If you want to be able to influence others on safety you need to be 100% authentic and passionate about safety. This means that you only write and talk about a safety process that you believe in. Otherwise, people will not trust your message. As a safety leader, co-workers will follow your actions, not your words. Say you’ve introduced a new procedure on hand washing. Make sure you also follow the safety procedure, when on site, as well as politely informing people when they’re doing it incorrectly (or forgetting). But also ask people how it is going. Follow up to see if they’re remembering to wash their hands. You might discover that the soap makes their hands itchy, so you could show that you care by purchasing an allergy free soap. Once employees can see that you mean what you say, they will have the confidence to believe you. This means they will be more open to your messages and trust you.
- Improve your self-image - If you don't feel that good about yourself, it's highly likely that you need to be a lot more congruent in how you engage in the world. As Brendon Burchard discusses in the book, The Charge, how we think of ourselves (self-image) and how much our behaviour is aligned with that in the real world is the stuff of congruence. It's also about how we want others to perceive us and who we want to become. For example, if you believe you're a great friend, but when you're best friend rings to tell you that they've got a terminal illness and you can't bare to even talk to them anymore, then you're not acting in congruence. And you feel awful because you're not acting the way you believe you're capable of and you know you're disappointing your friend. Often, when we're not acting in congruence with who we believe we are, we feel angry and frustrated quite often. It's important to consciously create a unifying self-image of who you are and who you want to be. Then, ensure that you project that all the time.
- Get clear on your brand - This leads me to my next point. What sort of a safety professional do you want to be? What are your three values of what makes a great safety professional? In the book, Unlimited Power, Anthony Robbins says that successful people have a fundamental sense of what's important to them and what really matters. They're clear on their values. Sit down and write three words that can be your three standard frames through which you act in life. For example, my three words are Insightful, Exuberant and Confident. As Brendon Burchard says, everyday you need to refer to these three words to help you align yourself with who you wish to be. Also, they're really good to focus on before you start writing an important message, so that you stay true to what's important to you.
- Be mindful of your social media presence - Ensure all information you send out is in alignment with who you are. Update your Linkedin profile, so that your brand is consistent. And if you regularly contribute to Linkedin groups, make sure that what you say is helpful, friendly and in keeping with your brand. It's not the time to belittle others, complain or make outrageous negative comments. Same goes with Facebook.
- Value yourself - Being clear on your values and expressing them daily will also ensure that you start valuing yourself and what you can contribute. If you your values and actions are out of alignment it creates internal conflict. Being able to convince yourself, that you're an amazing safety professional and bringing that to life will not only improve how you feel about yourself, but how others see you.
- Be friendly, be a networker - Safety professionals need to the friendliest person in the building. They need to get out and mingle with everyone. And I mean, everyone! You need to be able to influence the leadership team to enable the right changes to occur on safety issues and you need every other co-worker to listen to you when you talk about safety. It's really important that you are interested in others and that they know you care. This enables you to build up a strong network, so that any message you send out gets everyone's attention.
- Be a safety resource - As a safety professional, you are the focal point for all safety-related information. This means you need to be able to locate and track down any safety information that is called upon at a moment's notice. In the book, Safety Culture, it is mentioned that being able to accurately curate all safety information means being relied upon for answers. This increases the potential that people will see you as knowledgeable and will be more likely to take on board your suggestions. This will increase your safety influence and ability to transform the safety culture.
By being clear on who you are and what is important to you and being in alignment with these values, you will develop a strong personal safety brand. This will ensure that you have the safety influence required for a high functioning safety culture, as others know that they can believe and trust what you say. It also means workers are more likely to follow your instructions resulting in a happy, safe workplace.
Image Credit: Suwit Ritjaroon, Free Digital Photos
In the Industrial age, factories in the western world broke down tasks into smaller tasks so that low paid, uneducated workers could follow simple instructions.
Compliant staff carried out mind-numblingly boring jobs and factory owners had what they wanted - an obedient low-paid workforce. Employees were effectively "cogs in a machine" as Seth Godin points out in the book Linchpin.
Some 300 years later we moved into the Information Age where jobs that required logical, linear and left-brain capabilities thrived. Employees were encouraged to think and do. Lawyers, accountants and even safety professionals did well in their ability to manage rules, play with numbers and reports.
As Daniel Pink says in A Whole New Mind, "the knowledge worker has been the well-educated manipulator of information and deployer of expertise."
Yet, accountants and even lawyers are finding that their computerlike tasks of creating or sifting through information to create documents can be done much cheaply by contractors in India and the Phillipines. Any automated jobs that a computer can perform, no longer have much currency in this new work economy. It's not enough to be able to fill out a tax return or the requirements for a legal document.
Likewise, in the past, the role of the safety professional was collecting hazard and associated risk data, analysing it and determining corrective action. Then, developing and maintaining the safety management system, while creating safety documents and training materials to educate others to keep safe.
In this new world, we're moving away from left-brain centric jobs to more right-brain focused empathetic, innovative and expressive capabilities. The traditional role of the safety professionial is not enough, new right-brain skills are required. We're charging full steam ahead into the Conceptual Age.
The New Safety Leaders
In the near future, safety leaders will just be expected to undertake left-brained tasks such as understanding safety regulations and undertaking both risk assessments and safety reports. These skills in themselves won't hold much weight. Yet, the key to surviving in the new world, is being able to merge both left and right brain skills.
In this new age, being able to do tasks that a computer cannot will help you move ahead of the game. This means being able to synthesise diverse information and re-package it, so that people can understand it. It means being able to connect with others, collaborate on projects and influence your co-workers to meet safety goals. The key role of the safety professional will be to positively spread safety-related activities throughout the organisation, in order to create a healthy safety culture.
This means having the linear thinking required to create a new safety stategy - the goals required, the actions and the end result. Together, with the right brained skills to enable others to connect to the safety vision and work towards it.
Safety professionals need to improve how they communicate with their workforce in a way that enables their message to resonate. This means learning how to be a story-teller, so that the safety professional can connect and communicate ideas and concepts. Likewise, being a safety leader means having the skills to network with everyone throughout the organisation, in order to quickly transmit ideas and get buy-in.
Are you Creative?
Essentially, it means developing creative expression. This means being more creative or right-brained in your safety job. The good news is that we're wired to be be in touch with our creative side. In fact, if you want to feel more alive and engaged every day, the key is to allow yourself to be creative. This will actually help you find more meaning in your job and therefore, happiness in your life.
As Brendon Burchard says in The Charge, "if you're not creative and collaborative, no-one listens to you and you quickly find yourself marginalized, tasked with the mundane or, more likely, laid off or seeing your work outsourced."
How well you carry out your job responsibilities is now judged by whether you can create new ideas, technologies and tools that help your co-workers work at their highest potential.
Ordinary left-brained dominant safety professionals are like cogs in a machine. Easily replaceable and only doing the work that they believe they are employed to do. Safety manuals. Check. Risk assessments. Check. Safety training. Check.
The new safety professional is not willing to put up with ordinary safety results. She's ready to do what it takes to inspire a workforce to work safely. He might have to be compliant, for compliance sake, but he's also prepared to do more than just be compliant. This means making safety communication engaging and enabling employees to understand how it applies to their lives. Why safety matters.
And this is called art.
Let's get things straight. Being creative doesn't mean you can draw or paint, it means you can see. You can see what's right or wrong.
As Seth Godin in Linchpin, makes clear art is anything that's creative, passionate and personal. And great art resonates with the viewer, not only the creator.
Artists can work with watercolour and clay. But artists can also work with business strategies, customer service, managing a meeting and developing a safety management system. Art is about intent and communication, not substance.
Artists takes their job personally. They are willing to challenge the status quo, be bold, insightful and creative (read more in Why Great Workplace Safety Professionals are Artists).
Shining a Light on Safety
Imagine a dark factory. You've never been into this factory before, so you have no idea what's in there. You're standing in the doorway, but it's so dark that you can only vaguely see outlines of equipment. On one side there is machine that could literally slice your arm off if you got to close, in the middle there is a landing that if you took the wrong step you could hurt yourself in a fall, while on the other side are forklifts buzzing around ready to flatten you in seconds. But you can't see them. It's too dark. All of a sudden a beam of light focuses on the landing, just near where you are, so that you can now see that if you took a further step, you'd fall to your death. Now, another beam of light highlights the forklift hazard. And then another beam of light shines onto the dangerous piece of arm-chopping equipment.
This is what a safety professional does. They shine a light on relevant safety information and help people see what the dangers are and what they need to do to keep safe.
There is so much safety related information readily available through the internet, professional associations, media publications, books and training courses. Many organisations and workers are drowning in safety information, that it's difficult for them cut through the darkness and confusion. They're starving for wisdom.
What they need is for someone to clearly tell them what to look out for. Yet, so many safety professionals write and talk about safety in such a way that's confusing and obscures how that information relates to people's lives.
The new role of the safety professional is to critically think about what the safety information is highlighting and then writing and talking about it in such a way, that people can understand what it means and how it is relevant to them. The next step is to then disseminate safety information in a timely manner and quickly, throughout an entire organisation.
In the book, Transform Your Safety Communication, safety professionals are taught eight key elements to creating safety messages that encourage behaviour change. It provides safety professionals with the necessary right brain and left brain tools for the new Conceptual Age.
As a safety professional, it's time for you to start improving your safety communication skills, in order to write and talk about safety that ensures it others buy into your vision of a strong safety culture.
It's time to get ready for the future.
One of the major frustrations of being a safety leader is that it's often difficult to get your safety messages understood and acted upon correctly.
It can be very challenging when you have language and geography barriers, age differences and people just not listening because they suffer from the highly contagious "it won"t happen to me" bias or "I've heard this all before" contagion.
Then, there is the issue of trying to get people to listen to what is said, not what they think is being said. So often, safety professionals feel so frustrated that their safety messages are being misinterpreted. Being able to create the right safety message that gets attention, that people can understand, remember and then take the right action upon, is crucial for successful safety leadership
So what can you do to remove safety blocks that people put up to resist safety messaging?
7 Blocks to Safety Communication
To get people's attention, you really need to know the psychology behind why people don’t listen.
There are seven major safety communication blocks that you need to break down, in order to get your message through. These are often subconscious blocks. If you can work through them you will greatly increase the effectiveness of your ability to take command of your safety communication, in order to increase your authority and effectiveness so that safety compliance comes first.
Here are 7 safety communication strategies to always consider when creating your safety communication plan that reduce obstacles:
- It’s not about them - Self-interest is one of the biggest human motivators of all time. Tap into this by getting into the mindset of your target audience. While writing, keep asking yourself all the time: “So what? What’s in it for me?” Let people know how the new safety information will help them. Don’t assume they will work it out themselves. Give them a “why.”
- It’s boring– Our brains have been designed to stop information overload, by constantly scanning our horizon for items that are different than normal. Anything unusual or unpredictable causes us to stop and listen. Some of the most successful advertising campaigns of all time included fear or surprise to get attention. Ask yourself “What can I use in this information that will surprise people?”
- They know it all – Three of the most dangerous words in the human language are “I know that.” This is a surefire way for the brain to shutdown and block any new information. Avoid this by asking people questions about what they do not know (but think they do). Humans hate to be wrong, so we’re more likely to learn something if we have been exposed as being incorrect. Again, this involves working out an unusual angle that is counter-intuitive to what everyone expects.
- They’re preoccupied – Everyday we are bombarded with around with around 150 - 5,000 advertising messages. . And then there are messages from home that you have to battle with such as family issues, social networking sites and money problems. Your communication messages also compete with messages from the production manager pushing for better productivity, the human resources manager needing forms filled out more accurately, and co-workers distracting each other. Never assume people will listen to you, when their heads are filled with so many other things to contend with.
- They haven’t see it – In advertising, marketers recognise that people need to be exposed to a television ad 4-7 times before they will absorb the message. This is why frequency of message equals success in advertising. To ensure that your workers remember your safety message, you need to get into their head – a lot. This means planning on multiple message placement and exposing people to your message 4-7 times.
- They don’t know what you mean – As humans, we have a tendency to provide people with lots of information. But that literally hurts the brain. Providing lots of data or lots of text contributes to people switching off. Essentially, you need to focus on one clear message and remove redundant information.
- They’re confused about what to do – Any safety communication is all about getting people to think about a safety issue and make changes to their behaviour. Getting the viewer to act and expend some sort of energy on the message is crucial. This is why the Victorian Workplace safety ad that ended with “Would you do what you ask your Workers to do?” was so successful in changing workplace behaviour. Always end with a call to action.
To be a successful safety leader, it's vital to have exemplary safety communication skills. This means knowing how to write safety information that grabs attention, people can understand and that motivates behaviour change.
To do this, you need a variety of safety communication tools that enable you to create engaging safety communication. In the book, "Transform Your Safety Communication", safety professionals are provided with 5 "done-for-you" templates that make it really easy to apply new safety communication skills.
If you're sick of trying to get people to take safety more seriously, then it's time to start upgrading your safety communication strategies. This will ensure you become one of the best safety professionals in your industry.
Photo credit: Artur84, Freedigitalphotos.net
Safety communication is often left to safety professionals to write and publish.
Yet, few safety leaders have been trained in how to write or talk persuasively. In fact, many safety professionals find it difficult to know what to say and how to say it in a way that will positively engage.
Humans are wired to resist change, but with the right techniques you can convince nay-sayers about the need to embrace a new safety program.
This visually appealing presentation provides advice on what safety communication skills are required, in order to successfully develop a safety communication plan. In this free presentation, you will:
- Discover the 7 key areas of poor safety communication.
- 7 techniques to improve buy-in.
- Understand how to keep improving your safety messages.
Change can be overwhelming to staff. Make the transition easier by developing the necessary skills to get people to listen, understand and remember safety messages, in order to change safety behaviours.
And pretty soon, you’ll be able to introduce new safety initiatives with little resistance.
Marie-Claire Ross, author of the highly acclaimed book, Transform Your Safety Communication, is helping safety leaders and safety professionals improve their safety leadership and communication skills, in order to change how workers think about safety compliance.
Melbourne, Australia (PRWEB, Date) – Marie-Claire Ross, CEO and Author at Digicast Productions, a safety communication agency, today announced the launch of the new book, Transform Your Safety Communication: How to Create Targeted and Inspiring Safety Messages for a Productive Workplace. It’s designed specifically for safety leaders who wish to create attention grabbing, easy to understand safety messages that motivate workers to change their safety habits.
Effective communication is vital to get staff and contractors aligned and working towards a positive safety culture. Yet, just providing instruction to work safely is not enough. How we communicate about safety influences whether or not people will accept or reject our safety messages.
Yet, few safety professionals are taught how to engage and influence workers when it comes to both writing and talking about safety communication.
Marie-Claire Ross, the author, says that “Safety professionals want their safety leadership messages to be understood and acted upon. This can be challenging when you have language and geography barriers, age differences and people just not listening because they suffer from the highly contagious “it won’t happen to me” bias. Then, there is the issue of trying to get people to listen to what is said, not what they think is being said. So often, safety professionals feel so frustrated that their safety messages are being misinterpreted. Being able to create the right safety message that gets attention, that people can understand, remember and then take the right action upon, is crucial for successful safety leadership.”
Transform Your Safety Communication provides safety professionals with the secret psychology techniques used by advertising agencies to influence and engage. This easy to read and practical book teaches:
- The 4 powerful commandments of safety communication.
- How to grab your audience’s attention.
- How to create memorable safety messages.
- The 8 elements of the SELLSAFE formula to change safety behaviour.
- How to quickly transform your safety communication with 5 easy templates and frameworks.
The book is available in five formats, PDF, Mobi, EPUB, paperback and a shorter condensed version which also includes the 5 done for you templates.
It is available from www.safetycommunicationbook.com, Amazon and all good online bookstores.
For those interested in downloading a free chapter visit: http://www.safetycommunicationbook.com
Marie-Claire Ross (BA Hons) began her career in market research. She worked with well renowned advertising agencies and communication consultancies, testing communication campaigns for success. Here, she honed her word-savvy skills, writing assorted business reports to engage time-poor executives. For over 13 years, she has run a video production agency writing video scripts to influence, as well as articles on communication that have been published worldwide. Her popular Workplace Communicator blog is read by close to 10,000 people each month. Over the last ten years, she has worked with large industrial companies around the world to improve their safety communication. To learn more, visit www.digicast.com.au
About Digicast Productions
Established in 1991, Digicast is a communications agency that specializes in both internal and external communication. Our communication programs work to change behavior from aligning staff with your culture, launching new initiatives and training staff to keep them safe and productive. For more information, visit Digicast at www.digicast.com.au or The Workplace Communicator blog for training tips, www.digicast.com.au/blog.
Contact Marie-Claire Ross
+ 61 3 9696-4400
Now that we're into a New Year and your settling back into your job, it's a good time to reassess how you approach safety and think about new ideas.
I've put together a short list of three of our most popular free safety reports. Read these as you ease into the New Year.
Download them now to get you thinking about safety and what changes you can make to your organisation.
Seven Communication Tips for Safety Messages
8 Steps to Writing the Workplace Safety Speech
Workplace Safety Culture
Last year, I put together of the 10 best leadership books for 2013
. But another year has gone by and I've read a lot more books, so I thought I'd add to my list.
Did you know that business leaders who read only seven books per year earn an more than 2.3 times more than those who don't? Readers are Leaders. Reading gives you new thoughts and information that is vital to business improvement.
Now that the Xmas break is approaching, it's the perfect time to read some wonderful books in your downtime to improve your skills and knowledge. These books will help you with communication, influence, teamwork, leadership and just plain business management.
All the books on my list are ones that I've read more than once or constantly scribbled on and written copious notes. Some of these books have been referenced numerous times in blog articles.
Here are my top 13 books to improving your mindset and knowledge:
1. Start with a Why by Simon Sinek - This book is phenomenal and I plan to re-read it. It starts with a simple premise that to get people to believe in your ideas, you need to tell them why, rather than the what and how. Sinek goes into more detail about how to do this. Perfect for those who need to write speeches, influence staff to embrace new initiatives or those who wish to improve their connections with their customers.
2. Switch by Chip and Dan Heath - This would have to be one of my favourite books. If you're leading a team, then this book will help you get your team on the right track and embrace change. Full of great research and fantastic examples. Perfect if you're slamming up against a wall every time you try and get staff to try something new. Every leader, or aspiring leader, needs to read this.
3. The Tipping Point by Malcolm Gladwell - I've chosen this book, but really just read anything by Malcolm Gladwell such as What the Dog Saw or Outliers. He has a unique perspective and writes in a way that will keep you throughly informed and amazed. These books will change how you see the world. It's also an easy read and not as technical as the other books on this list.
4. Made to Stick by Chip and Dan Heath - Yes, another one from the Heath brothers. If you want people to engage in your new safety initiative or business strategy, then read this fast. Full of great research and information about the techniques to use if you want people to remember what you say. This is perfect if you want to improve your workplace safety communication, general employee communication techniques or how you market to customers.
5. Brain Rules by John Medina - I don't know why I find the brain so fascinating, but even if you're not as interested in the brain as I am, you will be once you start reading this. Medina manages to use all the wonderful techniques he believes the brain likes to learn from, such as using stories and metaphors to explain quite complicated brain processes. If you are teaching information, then this book will give you the techniques to engage your trainees and help them learn. If you just want to engage staff more in meetings, this will help, too. Utterly brilliant.
6. Conversations for Change by Shawn Kent Hayashi - So enamoured was I with this book, I interviewed Shawn herself (see Improving Safety Leadership Skills). This book introduces the importance of emotional intelligence at work and 12 different types of conversations that you need to undertake to influence people or resolve issues. These are helpful if you want to convince people to work safer, to report safety problems, as well as other issues you might have with co-workers such as taking action and meeting goals. Essentially, if you have any communication issues with staff, this book will give you the steps on how to resolve the issues through open communication.
7. Positivity by Barbara Fredrickson - This is a wonderful book that can improve your mindset. Research by Fredrickson and her team have found that being positive changes the boundaries of our minds, expanding what we believe is possible. This in turn transforms our future, as our positive thoughts literally build up our resources (from sleeping better, having closer relationships) so that when the inevitable challenges do occur we are better equipped to handle them.
She suggests that to lift our moods to being more positive, we need to increase our positive thoughts to negative thoughts. And the ratio to strive for is 3 positive thoughts to 1 negative thought. A great book if you want to start to turnaround your life in 2013.
8. Linchpin by Seth Godin - I absolutely love this book and it really changed how I value the work that I do and how I fit into the world. Seth Godin is a prolific writer and has an amazing brain.
According to Seth Godin, what makes people irreplaceable in their job is their passion for their work. Work is personal. And when this happens your customers and coworkers are more connected and happy. This is called art. Art is anything that's creative, passionate and personal. And great art resonates with the viewer, not only the creator.
Artists can work with watercolour and clay. But artists can also work with business strategies, customer service, managing a meeting and safety. Art is about intent and communication, not substance.
As Seth Godin states, "Art is a personal gift that changes the recipient. The medium doesn't matter. The intent does". Highly recommend.
9. Drive by Daniel Pink - I didn't realise how much this book had affected me, until I scanned through some of my blog articles and found I've referenced it heaps! This book delves into interesting research into what motivates us. It talks about why a lot of workplace rewards don't work and has suggestions on how to improve the reward system. Perfect for anyone interested in how to improve staff performance or who just finds human behaviour fascinating.
10. Built to Last by Jim Collins and Jerry Porras - I've read the latest book by Jim Collins and Morten Hansen, Good to Great, but even though it's got some helpful information, Built to Last has so many effective business strategies. My favourite being that business leaders need to be clock builders and not time tellers meaning that they build a clock that can tell a time forever, rather than people have to ask them what the time is. This is how you build a long term business. This book is for any business leader or owner who want to know some deep truths about how to run an organisation effectively.
11. Grow by Jim Stengel - I spent 3 hours writing notes on this book. It is phenomenal. It's based on Jim Stengel's experience at Proctor and Gamble as a marketing professional where he worked around the world fixing up poor performing brands. This book gives remarkable insight about how to encourage teamwork by working towards a higher brand ideal or purpose (rather than the focusing on sales). Gives great advice on communication, leadership and getting people from different cultures to work together. Brilliant.
12.Tribal Leadership-by Dave Logan et al. Our language is incredibly powerful. How we talk about ourselves, and others, says a lot about about us. This book is based on the concept that tribes emerge from the language people use to describe themselves, their jobs and others in the work team. When you change the language in your tribe, then you change the tribe yourself.
This is incredibly important for any current, or aspiring business leader, to understand. As it means, that if you want to encourage your business team to change or shoot for a new goal, then you need to know the right language to use.
Tribal Leadership provides an interesting theory on the types of people operating in workplaces and labels them from Stages 1-5. I promise that once you read this book, you'll be thinking "Oh, she's like that because she's a Stage 3 person". Such a big eye opener.
13. Transform Your Safety Communication by Marie-Claire Ross - Okay, so this is my book, but it's my list and this book is jam-packed with lots of techniques, examples and templates. It's perfect for any safety leader who wants to sharpen their safety communication skills over the Christmas break. But you don't have to take my word for it, read the Transform Your Safety Communication reviews (launch date January 2014).
There that's my list. I've had a lot of fun putting it together, but I hope you have more fun reading these great books!