The Weekly Reflektion 31/2026

Communication is a vital element in prevention of Major Accidents and has been the subject of several of our Reflektions since we started in October 2017. The words that we use are of course important, however the way that these are said can change the meaning of the message. Putting emphasis on a certain word, or words, may have a different interpretation had the message been read. Sometimes the misinterpretation is deliberate. The message on paper looks innocent, however the particular emphasis when spoken gives another meaning.  

What words do you emphasize in your communications?

Words are only part of communication. Equally important is the emphasis placed on those words. The sentence, “I told you to buy a bunch of red roses,” contains seven key elements, and by stressing each word in turn, the speaker changes the intended meaning without changing a single word. The emphasis can shift attention to the speaker (I told you…), the act of communication (I told you…), the recipient (I told you…), the instruction (I told you to buy…), the quantity (…a bunch…), the attribute (…red roses), or the object itself (…red roses). The words remain identical, but the message changes.

This simple example illustrates a much wider truth. Communication depends not only on what is said but on what is intended and, equally importantly, on what is understood. When emphasis is misplaced, or even deliberately altered, the meaning can change dramatically.

This has particular significance when quoting someone. A quotation may reproduce every word accurately, yet still misrepresent the speaker’s intended message if emphasis, context, or delivery are ignored. A person may say, “Safety must be balanced with cost,” intending to express the need for responsible decision-making that achieves the highest practical level of safety. However, if the emphasis is shifted to “cost,” the quotation may be interpreted as suggesting that financial considerations should take priority over safety. The words are unchanged, but the perceived message is very different.

The reverse is equally true. A manager who says, “We cannot ignore safety,” might be portrayed as opposing efficiency or sensible budgeting if the surrounding discussion is omitted. Selective quotation is a powerful tool because it can preserve factual accuracy while distorting meaning.

This is especially important in safety-critical industries. Every organisation must make decisions that involve balancing risk, cost, operational effectiveness, and practicality. The objective is never to choose cost instead of safety, nor safety without regard to practical reality. Rather, it is to reduce risk to an acceptable level while making the best use of available resources. Poor communication about this balance can lead to misunderstanding, mistrust, and poor decisions.

Leaders therefore have a responsibility not only to choose their words carefully but also to communicate with sufficient clarity that their intended emphasis cannot easily be misunderstood. Equally, listeners, and readers, have a responsibility to interpret statements honestly, considering the context in which they were made rather than isolating phrases that support a predetermined narrative.

The lesson is simple but profound: communication is more than vocabulary. Tone, emphasis, context, and intent all contribute to meaning. In safety, where decisions can have significant consequences, misunderstanding is more than an inconvenience, it can influence behaviour, policy, and ultimately people’s wellbeing. Clear communication, faithful quotation, and honest interpretation are therefore essential components of an effective safety culture.