Soft skills are very buzzy right now. Communication is important for information security in a lot of ways, some ways are more nuanced than others. If you've ever had a brilliant or crucial recommendation totally ignored by an end-user or executive that just didn't grasp the gravity of the situation, efficacy may be for you. Primarily used in health communication, efficacy is a concept used to advocate everything from regular exercise to preparing for a natural disaster. This talk will go over the concept of efficacy and illustrate how it might be used for information security situations.