The increased scrutiny by regulators, insurance companies, litigators and others, that many companies are reporting, make the accurate measurement of your public safety effort more important today than ever before. The right kinds of measurements will outline the strategy of your program for internal stakeholders as well as regulators and insurance companies. These metrics also create sustainable public safety programs.
Understanding what to measure and why are the first steps in determining your public safety outreach tactics. That’s because when you begin with this goal in mind, your program will be more focused and cost-effective; it will be more successful in achieving goals like preventing accidents and mitigating risk; and you’ll be better able to communicate to others how your program results are continuously improving.
What to measure:
Here are several examples of the metrics our customers tell us management and regulators will be requiring:
– List Data
- Who did you reach?
- How accurate is your list?
- How can you verify that the safety information reached the intended recipient?
- How often did you reach your intended audience?
- Why did you reach them that number of times?
- Did the messaging cover RP1162 requirements?
- How many recipients read the safety messages?
- Why did you send a safety poster?
- Do contractors prefer receiving safety messaging from billboards or direct mail?
- Have you seen a reduction in incidents?
How to measure:
You can employ a variety of tools to answer questions and measure the effectiveness of your program. These options include telephone surveys, email, or direct mail surveys, pre-and post-tests, and focus groups. The choice of appropriate measurement tool(s) is driven by the standards being required.
It is also important to consider whether anecdotal information will suffice or if quantitative data is required. For example, focus groups are very useful in understanding at-risk audience preferences; their results are qualitative. This type of anecdotal information is helpful in shaping your program—but what our customers are asked for time and again by regulators, stakeholders, and insurance companies are quantitative results that are projectable across the entire service area.
Here are two examples of survey results from a nationwide study that we are doing to evaluate our programs. These are the types of projectable results that our clients are supplying for management and regulators. They are reported at a confidence level of 95% with a margin of error of +/- 6.3%. It is hard to argue with these kinds of results.
Management and auditors respond positively when your program is framed with these kinds of results, summarized in a dashboard. We recommend to our customers that public safety outreach programs be designed with structured audit-ready documentation that demonstrates continuous improvement effectively and efficiently.