1 Communicating Security. For this web version of the ASIS London presentation, extra notes are included in the quote boxes. Communicating Security: What you need to know, to tell others. ASIS Intl - London Conference: 17 April 2012 Tanya Spencer Director, TrainingSolutions Global Travel Security & Crisis Management Specialist
2 Communicating Security. AGENDA Intro: Purpose Communication Cycle Key Messages Extro: Summary & Questions
3 Communicating Security: What You Need To Know, To Tell Others. COURSE DESCRIPTION Interactive, lightning-fast training of trainers. Learn how to apply the communication cycle and key messages model to better communicate security to staff. Your message is important, so sharpen your delivery. Be afraid very afraid!!! Is this your message when communicating security to staff? Security professionals tend to emphasize fear, yet often this isn t the most effective way to get people to behave more securely. But, how can you re-package your message so staff can hear you? Learn useful models to better communicate security. Join this interactive session to: o Get ideas on how to improve your security briefings, orientations, trainings and other forms of communications. o Learn and apply communication models, using a travel security workshop as an example. To get your message across, you need to engage people here s how
4 Security s Multiple Roles & Means of Communication. s Presentations Advisor Trainings Blogs Supervisor Manager Phone calls Team member Security Professionals Business Partner Inductions Visionary Trainer Briefings Budget holder Policy papers Newsletters Media
5 Session s Purpose: Gain Insights. In what ways can I utilize the Key Messages model in my upcoming communications? What s needed to communicate security successfully? How can effective communication skills improve my work performance?
6 Communicating Security. AGENDA Intro: Purpose Communication Cycle Key Messages Extro: Summary & Questions
7 Communication Cycle Components. Planning Monitoring & Evaluating Was the effort effective? Value for money Test for success Who s it for? Set focus Define audience Targeting Packaging What s in it for - individual? - company? Content Impact audience How to best reach the audience? Audience s preferred channels Reach the audience using the right content for the right channels
8 Communication Cycle Tools. Monitoring & Evaluating Feedback Manager s review Observation??? Planning Stakeholder analysis Communication strategy Market analysis??? Targeting Websites - internal / external Policy papers Briefings??? Packaging Scenarios Storytelling Solutions???
9 Global Security Awareness Campaign. Communication Cycle Example: Global Security Awareness Campaign
10 Poster Example: Global Security Awareness Campaign. Planning External research Monitoring & Evaluating Used by members Packaging Call to Action: Security is your responsibility Targeting Poster was downloadable on websites: Secretariat & member organizations
11 Global Security Awareness Campaign. Some of the points listed by an external consultant...
12 Global Security Awareness Campaign. 1. Title: Risk Analysis Text: What are the threats to myself, my team, and my programme? Text: Have you assessed the risks? Are the risks acceptable? 2. Title: Personal Security Text: Concerned about your safety or security? Speak with your manager. Text: Be prepared. Think Safe, Act Safe, Be Safe. Text: It s everyone s responsibility. 3. Title: First Aid Text: Do you know what to do if your colleague is injured? Text: Take your first aid kit when travelling. 4. Title: Travel Safety Text: Have you completed a risk assessment for your journey? Text: Have you completed the vehicle checklist? 5. Title: Health and Wellbeing Text: Stress affects everyone, including you! Take time to rest. Text: Balance your work and your personal time.
13 Global Security Awareness Campaign. 6. Title: Cultural Awareness Text: Does your work respect the local culture and customs? Text: What cultural issues can affect our programmes? 7. Title: Humanitarian Principles Text: Do our programmes demonstrate these Principles? Text: Know, Respect, & Share the meaning of Humanitarian Principles. 8. Title: Understanding the Context Text: What is our mission? Why are we here? Text: Who should I engage to ensure programme success? 9. Title: Communications Text: Do you have a means to communicate with your team? Text: Are your important numbers programmed into the phone memory? 10. Title: Information Security Text: Change your passwords regularly. Text: Is my programme information sensitive? Can it cause harm to others?
14 Communicating Security. AGENDA Intro: Purpose Communication Cycle Key Messages Extro: Summary & Questions
15 Key Messages in the Communication Cycle. Planning Key Messages are formed during the Planning stage and will shape the Packaging (content), Targeting (channel) and M&E (return on investment) stages. Key Messages Monitoring & Evaluating Targeting Packaging
16 Key Messages: Group Work. 1. Pick an audience 2. Pick a topic 3. Brainstorm all issues & points that could be included. 4. Categorize into must, should and nice to know points. The type of channel (video, brief, guidelines) will determine how many should and nice to know points can be included. 5. Must know points are the key messages need to be featured and repeated throughout the communication. Brainstorm Must Know Should Know Key Messages Nice to Know
17 International Case Study: Background. You work for an international engineering and consulting company, specializing in the pharmaceutical sector of emerging markets. Your responsibilities include managing the travel security for your company s multi-national staﬀ of sales, technical experts, and managers who travel throughout Russia, Mexico and several Asian countries. Worldwide, your company employs over 1,250 people. Your staﬀ come from a variety of nationalities and the majority of them work in their home country or region. One of your concerns is: Of the Europeans scheduled to travel this year to emerging markets, there are 42% of them who have never traveled outside of Europe before.
18 International Case Study: Group Work. Pick one audience and one topic: Audiences Travelers to and within Mexico Travelers to and within Russia Travelers to and within Asian region Topics Laptop and industrial espionage Kidnapping and extortion Cultural sensitivities and security To read sample outputs from the ASIS Orlando and Copenhagen sessions and to get further advice on how to apply the Key Messages Model, go to: _Its_Your_Job_TSpencer1111_vWeb2.pdf
19 Global Security Awareness Campaign. Key Messages Example: Global Security Awareness Campaign
22 Poster Example: Global Security Awareness Campaign. Based on extensive research, early drafts of the poster had too much information and needed to be changed daily. Planning External research Sub-group only had 2 hours to create the right key message for the poster. Monitoring & Evaluating Used by members Professional Result: Communication and other management skills boost my career and my actions pleased the C-suite of my client. Packaging Call to Action: Security is your responsibility At the New York offices of my client, the posters were highly visible in the elevators and offices. And, they invited others from the building to my ACT Secure event. Targeting Poster was downloadable on websites: Secretariat & member organizations Poster was accessible to 130 member agencies and their multitude of partners.
23 Communicating Security. AGENDA Intro: Purpose Communication Cycle Key Messages Extro: Summary & Questions
24 Extro: Summary of What We Covered. Intro: Purpose What s needed to communicate security successfully? In what ways can you utilize the Key Messages model in your upcoming communications? How can effective communication skills improve your work performance? Communication Cycle Components: Planning, Packaging, Targeting, M&E Tools: Stakeholder analysis, Scenarios, s, Evaluations Key Messages Must, Should, Nice to know
25 Extro: Ensure Value for Money. Typically companies only provide documentation for their staff - be it country updates, security guidelines, emergency plans: Believing that this saves time & money but not knowing that studies have proven that reading generates only a 10% retention rate. Whereas, practice by doing can bring the rates up to 75% - the more they remember, the more they can act on.
26 Extro: Questions & Comments. Questions? Comments?
27 Ticket to Safer Travels. For further reading, click on: pencer1111_vweb2.pdf If you have any questions/ comments about communicating security, you are welcome to contact me. Thank You. Presentations about our customized security trainings, consultations & coaching Travel checklists, security equipment & practical resources Purchase Rejs sikkert: Guide til personlig sikkerhed for kvider, der rejser Life is full of risks. But opportunities come to those who manage them.
28 Ticket to Safer Travels. Tanya Spencer Koebmagergade 2, DK-1150 Copenhagen K Main Tel: Presentations about our customized security trainings, consultations & coaching Travel checklists, security equipment & practical resources Purchase Rejs sikkert: Guide til personlig sikkerhed for kvider, der rejser Life is full of risks. But opportunities come to those who manage them.