You’ve reviewed the information on the National Safety Council’s website on discouraging the use of cell phones and texting while driving. You read the statistics, including the costs associated with allowing your employees to drive while texting, and you noticed the recognition that Exxon received from the NSC for 5 years of safety leadership involving their cell phone ban. You believe your organization should be proactive and have decided to draw up your own corporate policy on cellular use while driving. Now what? How do you get your message out there and more importantly, how can you encourage acceptance?
First off, you need a plan. If you have an internal communications team, utilize their expertise. Otherwise, here are a few tips on how to get your message across.
Knowing you need buy in from your staff means that it is crucial to have them involved. When determining how to restructure business practices to reduce the need to use a cell phone while driving, get input from your staff. Use surveys and focus groups to get ideas on what changes need to be made as well as how to structure the message so its accepted and the best means to get the message out there. Remember that getting buy in is key, so structure a message that makes staff feel that their actions and contributions will be a great contribution to the success of your organization’s safety initiatives. When your company is recognized by an organization such as the NSC, convey that to the staff. Make them aware that this award is because of their efforts.
In terms of the plan, consider the following questions: 1. Where are you now? 2. Where do you want to be and at what date? 3. How will you get to that point? 4. Who are the key stakeholders – the ones who need to receive the message? This could be just management or all staff – depending on how you want to implement your policy.
Next, determine two or three measurable goals and objectives. They must be measurable so when you evaluate the communications program, you know if it’s successful or not.
Then you need to look at your budget and resources so you can determine what tools will be most effective in delivering the message. This can include a company newsletter, intranet, lunchroom posters; or sessions such as lunch and learn or safety meetings. Pictures say a thousand words – incorporate videos, presentations and demonstrations. The NSC has a “Distracted Driving” resource kit available for purchase.
After implementing your communications program, you need to evaluate its success. Get feedback from front line managers. Determine overall acceptance through post-communication surveys as well as reviewing company incident data.
Finally, lead by example – both yourself and your company – and encourage other organizations to be proactive.