Truckers As Terrorists?
If ever our image needed a boost, it's now.
Deborah Whistler
Editor
If ever the trucking industry was in need of improving its public image, it's now. To begin with, most of the motoring public is afraid to share the road with big rigs. To this end, the industry hasn't done a very good job of making it clear to four-wheelers that they will most likely be needing what's in the trailer of that rig running alongside them on the freeway.
That's been a problem for years. But today the trucking industry faces some potentially disastrous public relations hits that could make the situation worse.
Word from some of my owner-operator friends confirms my worst fear about the new hours of service regulations. Some truckers are driving like maniacs, trying to make up for lost time since new rules went into effect.
Nothing like having a big rig blow by you at 90 miles an hour to endear truckers to your heart.
On top of that, the government keeps warning the public that the next terrorist threat could come via a big rig. Look what 9-11 did to the airline industry. We don't need that kind of PR.
We already have a terrorist claiming to be a trucker. The FBI just sent out a press release asking for help determining the identity of someone claiming to be a tanker fleet owner who sent a letter containing ricin, a deadly poison, and threatened to send more in protest of hours of service changes.
But there's some good news. The American Trucking Assns. just announced a new public image campaign to spread the word that trucks are safe and necessary to the motoring public.
The campaign seeks to build respect for the trucking industry by "focusing on its qualities of safety, security and essentiality," ATA says. The project was developed in conjunction with PriceWeber, a Louisville, Ky.-based marketing communications agency specializing in trucking.
"The trucking industry and our professional drivers have a good story to tell the American public," said ATA President/CEO Bill Graves. "We want people to know more about how we contribute to their quality of life and about our commitment to their safety and security."
The campaign will deliver its message in unique trucking industry style — with truck-side advertising and roadside billboards. "We don't have five million dollars like other major campaigns, but we do have five million trailers," says Graves. Research has shown that "rolling billboard" messages can generate up to 10 million impressions per year.
ATA is looking to truck fleets, and their shipping and manufacturing customers, to provide and display decals that feature the "Good Stuff — Trucks Bring It" theme, which will also appear in other industry promotional and public relations efforts and materials.
Along with working to generate positive impressions of the industry from the general public, one campaign goal is to instill a sense of pride and professionalism among the nation's three million truck drivers.
Companion speaker kits and media training programs for motor carrier executives are being developed. In addition, a web site stocked with pertinent industry information will be provided for the news media and general public. The industry's safety message and facts on its improving highway safety record will be the focus.
This will be particularly beneficial. Getting the industry's safety message across to the general media has always been a struggle. Most reporters aren't quick to report on how many accidents trucks don't have, but you can bet they will report on those that do happen.
Having materials readily available that counter negative information sent out by anti-truck groups will also be handy when dealing with the press.
The colorful, reflective decals are available in two sizes: 30- by 30-inch and 12- by 12-inch. Large decals are $30 each, and smaller decals are $20.
Perception is reality. Consistently conveying a clear, strong, positive message is the only way the industry can combat all the negatives. Supporting this program is a good way to do that.
To order, contact www.truckline.com/store.
E-mail Deb at dwhistler@truckinginfo.com
