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should be encouraged to submit suggestions for promotional campaigns.
15.9.7 All methods of dissemination — the spoken and written word, posters, videos, slide
presentations, etc. — require talent, skill and experience to be effective. Poorly executed dissemination may
be worse than none at all. Professional input is therefore advisable when disseminating information to a
critical audience.
15.9.8 Once a decision has been made to disseminate safety information, a number of important
factors should be considered, including:
Chapter 15. Practical Considerations for Operating a Safety Management System 15-15
a) the audience. The message needs to be expressed in terms and vernacular that reflect the
knowledge of the audience.
b) the response. What is expected to be accomplished?
c) the medium. While the printed word may be the easiest and cheapest, it is likely to be the least
effective.
d) the style of presentation. This may involve the use of humour, graphics, photography and other
attention-getting techniques.
15.9.9 Ideally, a safety promotion programme will be based on several different communication
methods. The following methods are commonly used for this purpose:
a) Spoken word. This is perhaps the most effective method, especially if supplemented with a visual
presentation. However, it is also the most expensive method, consuming time and effort to
assemble the audience, aids and equipment. Some States employ safety specialists who visit
various organizations, holding lectures and seminars.
b) Written word. This is by far the most popular method because of speed and economy. However, the
proliferation of printed material tends to saturate our capacity to absorb it all. Printed safety
promotion material competes for attention with considerable amounts of other printed material. In
the digital era, the printed word has an even harder time competing for attention. Professional
guidance or assistance may be desirable to ensure that the message is conveyed effectively.
c) Videos. Using videos offers the advantages of dynamic imagery and sound to reinforce particular
safety messages efficiently. However, videos have two main limitations: expense of production and
the need for special equipment for viewing. Nonetheless, they can be effective in getting a particular
message disseminated throughout a widely dispersed organizational structure — minimizing the
need for staff travel. Nowadays they may be distributed electronically or via compact disc (CD). A
variety of safety videos are available commercially. Many are listed on safety sites on the Internet.
d) Displays. When a message is to be shown at a large gathering such as a conference, the display
booth is a good “self-briefing” technique. Imagination and display expertise are required to present
not only the message but also the image of the organization. The drawbacks of a display are the
expense and, unless the display is manned, a static and somewhat uninteresting appearance.
Professional guidance or assistance is needed to ensure that the message is conveyed effectively.
e) Websites. Many of the foregoing promotion methods may have little appeal to generations that have
grown up with PCs, digital games and Internet access. The explosive growth of the Internet offers
significant potential for improvement in the promotion of safety. Even small companies can establish
and maintain a website to disseminate safety information.
f) Conferences, symposia, seminars, workshops, etc. Using this method provides ideal fora for
promoting safety issues. The organization, the regulator, industry associations, safety institutes,
universities, manufacturers, etc. may sponsor these meetings. The value of such fora often goes
well beyond safety promotion by helping to establish contacts with others in the safety field.
15.9.10 When a major promotional programme is being contemplated, it is wise to seek advice from
experienced communicators and knowledgeable representatives of the target groups involved.
15-16 Safety Management Manual (SMM)
15.10 MANAGEMENT OF SAFETY INFORMATION
Databases contain a wealth of safety information;
however, without the tools and skills
necessary to access and analyse the data,
the information is essentially useless.
General
15.10.1 Quality data are the lifeblood of safety management. Effective safety management is “datadriven”.
Information collected from operational and maintenance reports, safety reports, audits, evaluations
of work practices, etc. generate a lot of data — although not all of it is relevant for safety management. So
much safety-related information is collected and stored that there is a risk of overwhelming responsible
　
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