New Safety Communication Approach Stops Workers from Believing Safety is Boring

Marie-Claire Ross, author of the acclaimed book, Transform Your Safety Communication, is helping safety leaders and safety professionals improve their safety leadership and communication skills, in order to change how workers think about safety.
Transform Safety Communication book
Transform Safety Communication book
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Safety Communication
Safety Messages
Safety Culture
Safety Leadership
Safety skills

Human resources

Melbourne - Victoria - Australia

MELBOURNE, Australia - Jan. 27, 2014 - PRLog -- Melbourne, Victoria, Australia. January 22, 2014 -  Marie-Claire Ross, CEO and Author at Digicast Productions, a safety communication agency (, today announced the launch of the new book, Transform Your Safety Communication: How to Create Targeted and Inspiring Safety Messages for a Productive Workplace.  It’s designed specifically for safety leaders who wish to create attention grabbing, easy to understand safety messages that motivate workers to change their safety habits

Every business leaders knows that they need to run a safe workplace.  Yet, this is such a hard task when safety is seen as mind-numblingly boring and no-one wants to know about it

Effective communication is vital to get staff and contractors aligned and working towards a positive safety culture.  Yet, just providing instruction to work safely is not enough.  How we communicate about safety influences whether or not people will accept or reject our safety messages

Yet, few safety professionals are taught how to engage and influence workers when it comes to both writing and talking about safety communication.  In fact, many workers around the world would argue that safety is not only boring, but so is the safety professional who tells them to work safely.  This has a negative effect on safety being taken seriously within organisations with many people switching off to the safety message.  The results can be catastrophic and can cost companies millions

Marie-Claire Ross, the author, says that “Safety professionals want their safety leadership messages to be understood and acted upon.  This can be challenging when you have language and geography barriers, age differences and people just not listening because they suffer from the highly contagious “it won’t happen to me” bias.  Then, there is the issue of trying to get people to listen to what is said, not what they think is being said.  So often, safety professionals feel so frustrated that their safety messages are being misinterpreted.  Being able to create the right safety message that gets attention, that people can understand, remember and then take the right action upon, is crucial for successful safety leadership.

The book has a unique approach to safety communications as it emphasizes the need to look at it from a marketing perspective and focuses on developing the reader’s skills to be a influential communicator

"If you're in some way responsible for safety at your workplace, you know that trying to engage your workforce on safety issues and getting them to adopt safe work practices can be a tough task.  While all safety professionals live and breathe compliance, no emphasis is given to the right skills to influence and engage their workforce and that's regrettable, but avoidable," says Marie-Claire Ross, author of the book.  This book is designed to empower safety leaders and communicators to take command of their safety communication, and their workers, in order to increase their authority and effectiveness so that safety compliance comes first.

Transform Your Safety Communication is an easy to read and practical book that covers the following six topics:

1.    Learn - Discover the Proven Safety Communication Framework

2.    Attention - Capture Your Audience’s Attention

3.    Remember - Achieve Memorable Safety Communication

4.    Persuade - Get the Effective SELLSAFE Communication System

5.    Create - Transform your Safety Communication

6.    Templates - 5 Templates to Make Safety Messages Stick

The book is available in five different formats, PDF, Mobi, EPUB, paperback and a shorter condensed version which also includes the 5 done-for-you templates at, the book's official website.  It’s also available at Amazon Bookstore and other online bookstores

The book's video trailer is available on YouTube at the following URL:

With an aim to help safety leaders and safety professionals improve their safety communication skills in order to change how workers think about safety compliance, one of the key features of the book is to showcase several informal and contemporary communication vehicles including, but not limited to, memes, infographics and video, that can make safety communication not only more effective but also more meaningful and fun for the target audience.

"With a background in advertising research, I have been privy to the process of development and delivery of messages to ensure maximum impact on the target audience.  The challenge continually remained the same, to communicate effectively without making the audience feel as if they were being manipulated," said the author on what makes the book really unique.  "My book provides the readers with easy shortcuts to quickly produce safety communication using all of the social psychology techniques that advertising agencies and which I have applied to many industrial organisations.

With clear emphasis on Safety Communication, Marie-Claire's new book can prove to be a boon for safety leaders who want to improve their communication and leadership skills, in order to create a more productive and safer workplace while also improving their career prospects

A free chapter is available and it can be purchased from or  Members from the press and blog owners my also contact the author for a free copy of the book, in exchange for a review.

About Author Marie-Claire Ross

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.

Marie-Claire Ross
61 3 9696 4400
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