Communicating Security.
ASIS Intl - London Conference: 17 April 2012
Tanya Spencer
Director, TrainingSolutionsGlobal Travel Security & Crisis Management Specialist
Communicating
Security:
What you need to know, to tell others.
For this web version of the ASIS London presentation, extra notes are included in the quote boxes.
•
Intro: Purpose
•
Communication Cycle
•
Key Messages
•
Extro: Summary & Questions
AGENDA
COURSE DESCRIPTION
Communicating Security: What You Need To Know, To Tell Others.
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.
Security
Professionals
Advisor
Manager
Business
Partner
Trainer
Supervisor
Budget holder
Team
member
Visionary
Security’s Multiple Roles & Means of Communication.
Trainings
Policy papers
Presentations
Emails
Newsletters
Blogs
Phone calls
Media
Briefings
Inductions
What’s needed to communicate security successfully?
How can effective communication skills
improve my work performance?
Session’s Purpose: Gain Insights.
In what ways can I utilize the ‘Key Messages’
model in my upcoming communications?
•
Intro: Purpose
•
Communication Cycle
•
Key Messages
•
Extro: Summary & Questions
AGENDA
Planning
Monitoring &
Evaluating
Targeting
Packaging
Communication Cycle Components.
• Who’s it for? • Set focus • Define audience • 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
• Was the effort effective?
• Value for money • Test for success
Planning
Monitoring &
Evaluating
Targeting
Packaging
Communication Cycle Tools.
• Stakeholder analysis • Communication strategy • Market analysis • ??? • Scenarios • Storytelling • Solutions • ??? • Feedback • Manager’s review • Observation • ???
• Websites - internal / external • Policy papers
• Briefings • ???
Global Security Awareness Campaign.
Communication Cycle
Example:
Planning
Monitoring &
Evaluating
Targeting
Packaging
Poster Example: Global Security Awareness Campaign.
• External research
• Call to Action:
“Security is your responsibility” • Used by members
• Poster was downloadable on websites: Secretariat & member organizations
Global Security Awareness Campaign.
Some
of the points listed by an
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.
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?
•
Intro: Purpose
•
Communication Cycle
•
Key Messages
•
Extro: Summary & Questions
AGENDA
Planning
Monitoring &
Evaluating
Targeting
Packaging
Key Messages in the Communication Cycle.
Key Messages
Key Messages are formed during the Planning stage and will shape the Packaging (content),
Targeting (channel) and M&E
Brainstorm
Must Know
Should Know
Nice to Know
Key Messages
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.
5.
“Must know” points are the key messages need to be featured and
repeated throughout the communication.
The type of channel (video, brief, guidelines) will determine how many “should” and “nice” to know points can be included.
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.
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:
http://www.trainingsolutions.dk/wp-content/uploads/Communicating_Security _Its_Your_Job_TSpencer1111_vWeb2.pdf
Global Security Awareness Campaign.
Key Messages Example:
Planning
Monitoring &
Evaluating
Targeting
Packaging
Poster Example: Global Security Awareness Campaign.
• External research
• Call to Action:
“Security is your responsibility” • Used by members
• Poster was downloadable on websites: Secretariat & member organizations
Based on extensive research, early drafts of the poster had too much information and needed to be changed daily.
Sub-group only had 2 hours to create the right key message for the poster.
Poster was accessible to 130 member agencies and their multitude of partners. 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.
Professional Result: Communication and other management skills boost my career and my actions pleased the C-suite of my client.
•
Intro: Purpose
•
Communication Cycle
•
Key Messages
•
Extro: Summary & Questions
AGENDA
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, Emails, Evaluations
•
Key Messages
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
Extro: Questions & Comments.
“Life is full of risks. But opportunities come to those who manage them.”
Ticket to Safer Travels.
Thank You.
www.trainingsolutions.dk
• 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
For further reading, click on:
http://www.trainingsolutions.dk/wp-content/uploads/Communicating_Security_Its_Your_Job_TS pencer1111_vWeb2.pdf
If you have any questions/ comments about communicating security, you are welcome to contact me.
“Life is full of risks. But opportunities come to those who manage them.”
Ticket to Safer Travels.
Tanya Spencer
[email protected] Koebmagergade 2, DK-1150 Copenhagen K
Main Tel: 3337 8375
www.trainingsolutions.dk
• Presentations about our customized security trainings, consultations & coaching • Travel checklists, security equipment & practical resources
