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    Transform Your Safety Communication
    Transform Your Safety Communication
    Transform Your Safety Communication
    Ebook231 pages3 hours

    Transform Your Safety Communication

    By Marie-Claire Ross

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    About this ebook

    Attention Safety Communicators: Do you want everyone Speaking the Same Language on Safety?

    Are you frustrated that you're not getting the safety message cut through you desire?

    Your workforce is going to give you about one minute to convince them to work safely. Do you know what to say, or write, in those first 60 seconds?

    Employees quickly tune out when they hear bland, irrelevant safety messages. For too long they have been fed complicated, legalistic communication written for compliance that totally ignores that people actually want to feel safe at work.

    What is needed is a new and easy way to create compelling, targeted risk communication that catches attention and keeps it. Yet, at the same time motivates employees to change how they think and act about safety, in order to develop a safe, thriving and productive workplace environment. This new way is “Transform Your Safety Communication.”

    As a safety leader, your role is to prevent workplace accidents. To do this, you need to change behaviour through safety communication. Being a safety culture change agent is crucial to your career success because how you communicate about safety influences whether or not people will accept or reject your safety messages.

    You need to read this if you want to:

    "*"Craft attention grabbing and inspiring safety messages that makes safety meaningful.
    "*"Create clear, consistent safety messages, so everyone works to a common standard.
    "*"Understand the psychology behind why people don’t listen and how to get around it.
    "*"Engage workers on safety, no matter how cynical.
    "*"Instantly generate relevant safety communication with easy to use frameworks and templates.

    What other Safety Leaders are Saying:

    “A thoroughly enjoyable read and will now take the place of my dictionary as the most used book on my desk.”
    Michael Carney, HSE Manager Sydney, StarTrack

    “Simple sound theory backed up with experience, filled with tips and examples of the good, the bad, and the ugly of safety communication, finishing with a “how to” guide.”
    Rachel Murphy, Health Safety and Compliance Coordinator, IHBI Queensland University of Technology

    "If you want to engage others and change their behaviour through effective communication, then this book is for you."
    Paul Harper, CEO/Principal Mining Engineer, AMC Consultants

    "Finally, a real communication book written for the safety professional. I only wish this book were written 15 years sooner."
    Morris, Elkins, CSP, CPEA, CPSA, Certified Lean Six Sigma Black Belt

    You'll Wish You Could Have Read it Years Ago!

    Safety professionals do not pass up this book! If you want to be the inspirational safety leader that you’ve always dreamed of being, this is the safety communication book for you.

    LanguageEnglish
    PublisherMarie-Claire Ross
    Release dateJan 16, 2014
    ISBN9780992419615
    Transform Your Safety Communication
    Author

    Marie-Claire Ross

    Marie-Claire Ross, BA (Hons), is a speaker, facilitator and coach. She focuses on building workplace trust, in order to improve decision-making speed, accountability and teamwork. Marie-Claire works with leaders and teams around the world. She is also the author of Transform your Safety Communication and TRUSTED TO THRIVE How Leaders Create Connected & Accountable Teams. To learn more, visit www.marie-claireross.com

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      Book preview

      Transform Your Safety Communication - Marie-Claire Ross

      Transform Your Safety Communication

      Marie-Claire Ross

      Copyright 2013 by Marie-Claire Ross

      Smashwords Edition

      All rights reserved worldwide.

      All Rights Reserved: No part of this publication may be replicated, shared, redistributed or given away in any form without the prior written consent of the author/publisher or the terms relayed herein. This ebook is licensed for your personal use. This ebook may not be resold or given to other people. Thank for respecting the hard work of this author.

      Limit of Liability: This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. However, no guarantee of results is given. The use and outcome of tips and methods shared in this book are the responsibility of the reader.

      Published by: Digicast Productions

      Visit the author’s website:

      http://www.digicast.com.au

      To receive a discount for multiple book orders, email the author: [email protected]

      Advance Praise for Transform Your Safety Communication

      "I recommend this Book/Guide to ALL Safety Personnel and Managers alike. It’s very interesting and an easy to read guide that will encourage you to look at the way you communicate in a different light. Well done, Marie-Claire! A thoroughly enjoyable read and will now take the place of my dictionary as the most used book on my desk."

      Michael Carney, HSE Manager Sydney,

      StarTrack

      "Simple sound theory backed up with experience, filled with tips and examples of the good, the bad, and the ugly of safety communication, finishing with a how to guide. For the busy person, the chapter summaries were perfect to get quickly to the practical implementation of Marie-Claire’s marketing knowledge."

      Rachel Murphy, Health Safety and Compliance Coordinator,

      IHBI Queensland University of Technology

      "It is not what you say, but how you say it." If you want to engage others and change their behaviour through effective communication then this book is for you. This book follows its own message in that; it is engaging, makes you think, and above all gives you a different perspective on how we, as people, see and hear what we want to see and hear. I highly recommend the SELLSAFE system as a toolkit that can assist you to improve safety and business performance."

      Paul Harper, CEO/Principal Mining Engineer,

      AMC Consultants

      "Marie-Claire has distilled years of experience, effective marketing practices, wide research and wit into what should become a safety professional’s best friend. These are techniques that work and applying them will bring your safety program to life – for me it’s a communications adviser that’s there when I need. This book is written in an easy to digest style with many examples and pictures to back up the content – the book is demonstration that the techniques work. I’m sold on safety!"

      Alistair Camm, HSE Manager,

      Pacific Aluminium

      "I found the book easy to read and the safety information will be very useful to all working in safety. The information is written in such away that keeps the reader interested. I enjoyed reading this book and the conversation style, as it personalized the information."

      Vicki Mutton, WHSE Coordinator,

      SKILLED SA

      "Finally, a real communications book written for the safety professional. Marie-Claire instructs us on a topic in a captivating manner that is essential for any safety professional who has struggled with communicating important safety messages to protect their workforce. I only wish this book were written 15 years sooner.I could have certainly used it to develop stronger safety cultures in the companies in which I have worked."

      Morris Elkins, CSP, CPEA, CPSA,

      Certified Lean Six Sigma Black Belt

      "I recommend this work as offering something for every person who cares about effective safety communication. You will find at least one, if not many more, strategies to transform your communication from ordinary to inspiring."

      Tamara Frigot, Regional SHEQ Manager,

      Hyder Consulting.

      "The tactics in this book are backed up by science, psychology, and tangible results. Use the information to help you get buy-in and agreement on the type of communication approach that is most effective in achieving positive behavioural change and keeping staff safe."

      Alison Dillon,

      Internal Communication Consultant

      "A powerful read. If you ever thought you had safety communication and the challenges with it figured out, read this book, not once, but twice. The first time, the little bells will go off, the second time, you start to think about how much it all makes sense. Marie-Claire has done a wonderful job of writing about how to build a safety campaign so it is effective.

      Rob Morphew, CRSP, EP Director, HSE,

      Calgary Co-op

      Marie-Claire Ross’s book, Transform Your Safety Communication," is a fantastic resource for any safety professional passionate, in developing a successful safety campaign. I wish I had come across this book earlier in my career as I found the simple marketing techniques, examples, and templates invaluable for planning my next safety improvement project."

      Christopher J Langley, National HSE Manager,

      Higgins Coatings

      I really enjoyed reading Transform Your Safety Communication" and was able to immediately implement the information into my safety management system. The information was well laid out and concisely written. I don’t have any background in marketing and found the book to be an easy read for someone brand new to the field. The examples given were relevant and easily relatable. This is a book that I have already recommended to my colleagues. It’s a valuable addition to my virtual bookshelf."

      Carla MacKinnon, HSE Coordinator,

      Pressure Services Inc

      "Great leaders, coaches and managers all have the seemingly innate ability to create high performing teams by affecting their perspective and behaviour. As the adage goes - people buy what they believe and this book gives structure to that ideal. Understanding that you are selling an outcome does not belittle the cause and I don’t believe safety is cheap, but the message has not been sold well. Marie-Claire is able to leverage off her marketing research experience on affecting human behaviour and serves up a process of applying this to health and safety. A practical way to leading safety culture."

      Mark Kerns, Managing Director,

      Kern Health

      To Andrew, Arielle and Amelie, my loving family, who teach me the power of communication every day!

      Table Of Contents

      Preface

      Introduction

      How to Use This Book

      How this Book is Written

      PART I: LEARN

      Chapter 1: Discover the Proven Safety Communication Framework

      1. Multiple Places, Multiple Times

      2. Define Your Target Audience

      3. Communicate one clear message

      4. Consistent Look and Feel

      PART II: ATTENTION

      Chapter 2: Capture Your Audience’s Attention

      Why does Safety Communication Get Ignored?

      Surprise Your Audience

      Ads that get your Attention

      The Power of Fear

      Keep Things Interesting

      The Need for People to Like You

      PART III: REMEMBER

      Chapter 3: Achieve Memorable Safety Communication

      What do you Meme?

      Advertising Meme Examples

      Get to the Heart of the Message

      Burying the Lead

      Inverted Pyramid

      The Curse of Knowledge

      Using Comparisons

      Ask Questions, Don’t Tell

      PART IV: PERSUASION

      Chapter 4: Get the Effective Communication System

      Left Brain, Right Brain and the Whole Brain

      The SELLSAFE Communication Model

      1. Simple

      2. Emotion

      It’s all About Me

      Use Emotions for the Group

      3. Look and Feel

      4. Lasting

      5. Stories

      6. Authority

      Credibility as a Safety Communicator

      Stats, not possible!

      7. Focus

      8. Energy (Action)

      Two-Way Action

      Analysis of Three Points of Contact (Shark on Stairs)

      PART V: CREATE

      Chapter 5: Transform your Safety Communication

      The Power of Visuals

      Reading Hurts your Brain

      Make it Concrete

      1. Infographics

      2. Graphic Icons

      3. Posters

      4. Video

      Chapter 6: How to Make Your Safety Writing Engaging

      Forget Your English Teacher

      How to get into a Writing Mood

      How to Start Writing your Safety Communication

      1. Start with your Objective

      2. Define your Target Audience

      3. Doing your Research

      4. Select your Media

      3 Proven Headlines to Use

      How to Choose the Right Images

      How to Structure the Main Body

      10 Key Tips to Write the Main Content

      4 Important Formatting Tips

      Summary

      PART VI: TEMPLATES

      Chapter 7: 5 Templates to Make Safety Messages Stick

      Download the Templates

      1. Employee or Contractor Persona

      2. SELLSAFE Communication Plan Template

      3. Ad Campaign Templates or Frameworks

      4. Safety Communication Content Creation Template

      5. Communication Schedule

      Employee or Contractor Persona

      Ad Campaign Templates or Frameworks

      Consequences Template

      Analogy Template

      The Altered Time Template

      Safety Communication Content Creation Template

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