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Transform your Safety Communication: How to Craft Targeted and Inspiring Messages for a Productive Workplace Paperback – January 11, 2014
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About the Author
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.
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Unfortunately some of the links where not be accessible
Was attending more details about specific situations in a factory
To have in your safety book collection
Every once and awhile a book comes along that deserves a prominent place on your desk or within easy reach in your bookcase. This is definitely one of those books.
Probably the best way for me to sum up this book is to use the author’s own words: “This book gives you the shortcuts and advertising agency secrets that you can use to make your safety communication a big success.” Being able to successfully communicate with employees about safety and wellness is critically important.
This book is a combination of the theoretical and the practical how-to-do-it. Chapters 1 – 4 introduce the reader to communication, marketing and behavior change theories, along with research findings and examples. Chapters 5 – 7 are about how to create your own communication pieces. As a bonus for the reader, the author provides many links to examples, models, templates, resources and other tools the reader can link to and/or download.
While this book is written for safety professionals, I have no doubt that anyone who communicates with employees or other groups of people will find this book beneficial as well.
Aside from highly recommending this book, I would also recommend you purchase a hard or print copy of the book. This is a book you will want to refer to frequently as you design and build your employee communication pieces. Having the book in print form in front of you should make this process easier.
I read the book on my Kindle, but buying a print version is now at the top of my To Do List.
Get this book today. I am sure you will be glad you did.
Instead of simply listing instructions or stating facts, Ms Claire-Ross gives us insights into how safety can be made truly memorable and thus truly effective. For instance, managers must know their audience and not try to be all things to all people. When giving statistics, odd numbers have been shown to be more believable than even ones. The book is broken into several sections, each showing how seemingly dull and simple facts can be made to stick in our brains.
Although it is geared to the workplace, the lessons in this text can be applied to any area of safety and are not difficult to institute. Managers and organizers everywhere should give this one a read.
In the preface, Ross, drawing on her experience working with a public health department on a health promotion campaign, observes that advertisers extensively market test their campaigns to determine their effect. In contrast she observes, workplace communication is often delivered with a blind assumption of effectiveness, with effective marketing techniques being ignored as 'manipulative' rather than a positive way to create a persuasive message. The failure to apply these techniques perhaps explains why so much safety communication is overly-complex, legalistic and patronising.
Chapter 1 emphasises the "Four Commandments of Safety Campaigns":
1.Promote the message in multiple places, multiple times to break through the general noise of other messages
2.Understand and actually focus on your target audience
3.Deliver a consistent core message
4.Stick to a recognisable look and feel
Chapter 2 focuses on capturing the audience's attention by using surprise, fear (but only when you offer a way to avoid the danger), being interesting (sad that needs to be said!) and being trustworthy.
Chapter 3 gives tips on making your message memorable through mnemonics, promoting the 'lead' of your message (as in a good newspaper story), using comparisons and metaphors and posing questions.
Chapter 4 focuses on persuasion and the 8 element SELLSAFE formula to change safety behaviour.
Chapters 5 and 6 look at compelling graphics and engaging copywriting respectively.
Chapter 7 introduces some supporting online templates.
This book is valuable whether you are communicating on a small scale locally with self-created material or you plan to commission a large global safety campaign across a multi-national. In the former case you will pick up practical skills to apply and develop. In the later case, you will become an intelligent customer, with a clearer idea of your requirements and what good safety communication looks like. Either way this book is an excellent investment.
Readers who want to further delve into this subject are recommended to consider these two books:
1.Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck by Chip & Dan Heath. Referenced in Chapter 3 of Ross' book, Made to Stick explores what makes some ideas and messages 'stick'.
2.Words That Work: It's Not What You Say, It's What People Hear by Frank Luntz. Luntz, a pollster, describes how careful choice of words can enhance the audience's reception.
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The resource that I am talking about is “Transform Your Safety Communication”.Read more