Document 3Q3ey47XL73ZMdqLYGwkKM5aJ

PUBLICIZING SAFETY It u even possible to evoke a chuckle now company, of course, would scarcely mind if and then the whole populace insisted on reading or Most safety men have sweat it out at any number of safety meetings where they would have infinitely preferred to suffer a minor mishap than to endure what they knew was coming up for the remainder of the program Moreover, they have no doubt heard this kind of premeditated boredom justified by the solemn pronouncement that "Safety is a senous subject, and must be taken seriously --it is no laughing matter " No one can argue with that position Of course, safety is a senous subject Of hearing or looking at the company's pub licity and taking it deeply to heart Cer tainly, to understate the case, the company would welcome a rush of new business fol lowing such public attention The audience must always be chosen carefully, especially if the budget is tight or the staff is limited In that case, it is logical to assume that the company would prefer to reach people who might be m a position to buy the product, or help the company m some other direct and profitable manner course, an accident is not a laughing matter How to get editors to help Does it follow, then, that no one can put into safety--the enemy of accidents--some of the same techniques, the same sales ap peal, the same sparkle that are used so suc cessfully today to sell all the dungs people need to keep them shipshaj?e7 If a pretty girl can sell shampoo or a home wave or an automobile, is it reason able to expect that she can sell safety7 Pretty girls do get results in publicizing safety programs, especially if the newspa pers and die radio and TV stations know that pretty girls are taking part Those who value favorable mentions will not be offended if the papers or the stations prefer to use pictures of the pretty girls--or even the pretty girls themselves--to a picture of several mature gentlemen m solemn delib eration. (See Fig 8-2 ) The pretty girls just may be able to brighten what might otherwise be a sbghtly dull and drab presentation of "The Cause " This does not mean that the safety move ment is going to be debased or cheapened or downgraded, and it does not mean that the male leaders of safety programs are going to be neglected The media will use them for full publicity purposes It is possible even to go so far as to get a cute child or baby into the act, or even a nice, faithful, shaggy dog, m the wistful hope that it may cadge extra space This discussion must be interrupted at this pout First, it was essential to talk a little about the basic facts of public rela tions and publicity Now, there are two questions to be answered 1 Is there an employee publication in the company? 2 Does the company have a publicity dejiartment7 If both answers are "yes," the safety man should get in touch with both these units before he does anything about publicizing the safety program This step is vital It not only assures professional skill and help for efforts to publicize safety activities, but it will save untold confusion, avoid duplication of ef fort, and possibly prevent real trouble Why does such an obvious procedure have to be mentioned7 The reason too often is that there sometimes is little, if any, communication between a safety engineer and the editor or publicity man Communication between the safety engi neer and the publicity man is indispensable, for these two must work together, or safety is not goug to get the attention it deserves and needs The safety man should tell the editor, if he has not done so before, that he is more determined than ever to cut accidents in the company and that he realizes he cannot Selecting the publicity audience "Who must be reached with safety pub licity7" This seems hke a reasonable and fundamental question, but many outfits never think of it get to first base without the editor's help and fnendly advice He should point out to the editor that he is fully aware of the necessity of em ployee and public acceptance of die safety program and that the editor is the man who The average industrial or manufacturing can help get it 8-4