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Communications 101: Seven Steps to Successfully Spreading the Word

When introducing a new safety programme, try the following steps* to jumpstart your campaign:

1. Send out company-wide emails

2. Meet with coaches and managers

3. Mail letters to employees and their families to communicate intent

4. Meet with drivers

5. Send a follow-up email to reinforce messages from your meeting

6. Schedule recurring monthly meetings to follow up and discuss results and progress

7. Celebrate success

The most effective programmes also incorporate many of the following communications components:


Set Clear Goals

Convey Intent

Communicate from Top to Bottom

Solicit Feedback

Establish a clear link between what employees do on a daily basis and how their individual actions help the company reach broader safety goals.

Ensure employees understand the intent of each safety programme, such as making sure every employee returns home safely every day.

Loop in frontline employees as well as supervisors to align objectives.


Learn from those who are out in the field every day by creating driver councils or some other way of receiving, acknowledging, and acting on feedback.


It’s not possible to overcommunicate the importance of safety. American Central Transport, for example, took advantage of seven communications channels to broadcast its safety messages and help drive a 61 percent reduction in event frequency. They included:

  • A safety newsletter
  • Facebook / Twitter
  • Company blog
  • Conference calls
  • 1-on-1 meetings
  • Payroll stuffers
  • Mobile messages

Other companies emblazon safety reminders on driver doors, in break rooms or stitch them on company shirts. Many take a personal approach, making a point to tell drivers to “be safe” as they head out on their routes.

Get more information on how to implement a successful fleet safety programme.