Safety professionals occasionally encounter colleagues, the "unreachable," who do not value safe operations and may overtly share their disdain for safety management professionals and anything safety related. Positive interactions with "unreachable" personnel are essential for the success of an organization's safety management system and the development of a proactive safety culture. In the presentation Dr. Martin identifies possible explanations for "bad attitudes" possessed by some personnel. Strategies for managing "bad attitudes" and reaching the "unreachable" will be presented for discussion among session participants.