PUBLIC IMAGE: It's all about perception, says Transport Women Australia's Jacquelene Brotherton. It's not easy but we need to do it.
PUBLIC IMAGE: It's all about perception, says Transport Women Australia's Jacquelene Brotherton. It's not easy but we need to do it. davidf

You bought it, we brought it

IT HAS has long been admitted that we have an image problem in this country but what have we done over the years to make a lasting impact to change this with the general public and the mass media?

Good news stories are usually only shown in our own transport media and bad news stories make national headlines. We need a savage counter attack.

Unfortunately I don't have the money to mount an independent campaign or I would be the pit bull leading the charge.

We allegedly have more than 100 transport, logistics and/or supply chain associations in Australia. Imagine the impact we could have if we all joined forces and mounted a concerted image campaign across the nation.

We have had reasonably successful campaigns in the past for various reasons but we don't continue on. We should compile a series of campaigns to follow on from each other.

I still see trucks showing "Truckies Carry This Country” and "Without Trucks Australia Stops” but they are only on the trucks and I am sure the average citizen doesn't see them or even understand them. We had the "We deliver everything... Almost” (the famous baby campaign).

We could follow our US counterparts and put together an Image Team, or a campaign around what we do - "Trucking Moves Australia” or "If you bought it, we brought it”.

There is so much we can do to help ourselves. Probably the very first thing is if all the whingers stop complaining about how hard it is.

We all know that it is not easy but it does not encourage new blood if you are whining all the time.

The industry icons and role models need to step up to the plate and go forth and showcase our industry to the masses. Talk the industry up all the time. Talk about the good times and positives about the industry.

Talk about how it is evolving all the time, how it embraces new technology, embraces change, welcomes all comers. How fancy the new trucks are and that while you can travel all over Australia by other means, when you are driving a truck at least you are getting paid for it.

Another way we can try to alter the public image is to have a cohesive answer and speak up every time that some moron hits the headlines for the wrong reasons.

Their 15 minutes of fame is all over the normal media and social media and we need to fight back just as hard with the same message coming from all associations and the company concerned if the company is not the perpetrator of the moronic behaviour.

Most companies are so professional that they do not want their name blasted all over the TV and internet by some idiot and need to be quick to react. You cannot ignore the problem and hope it goes away. Something to remember - B positive, more than just a blood group.

Big Rigs

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