Communicating Security.

ASIS Intl - London Conference: 17 April 2012

Tanya SpencerDirector, TrainingSolutions

Global 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

Communicating Security.

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.

To get your message across, you need to engage people – here’s how…

Security Professional

s

AdvisorManager

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

BriefingsInductions

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

Communicating Security.

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:

Global Security Awareness Campaign

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 external consultant...

1. Title: Risk AnalysisText: What are the threats to myself, my team, and my programme?Text: Have you assessed the risks? Are the risks acceptable?

2. Title: Personal SecurityText: 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 AidText: Do you know what to do if your colleague is injured?Text: Take your first aid kit when travelling.

4. Title: Travel SafetyText: Have you completed a risk assessment for your journey?Text: Have you completed the vehicle checklist?

5. Title: Health and WellbeingText: Stress affects everyone, including you! Take time to rest.Text: Balance your work and your personal time.

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?

Global Security Awareness Campaign.

• Intro: Purpose

• Communication Cycle

• Key Messages

• Extro: Summary & Questions

AGENDA

Communicating Security.

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 (return on investment) stages.

Brainstorm Must Know

Should Know

Nice to Know

Key Messages

Key Messages: Group Work.1. Pick an audience2. Pick a topic3. 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 regionTopics• 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: Global Security Awareness

Campaign

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

Communicating Security.

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 • Must, Should, Nice to know

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.

Extro: Questions & Comments.

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_TSpencer1111_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

TanyaSpencer@TrainingSolutions.dkKoebmagergade 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

• Purchase Rejs sikkert: Guide til personlig sikkerhed for kvider, der rejser