Transport companies urged to attend media training and develop a crisis management plan so they can effectively deal with emergencies
Ruza Zivkusic-Aftasi | June 1, 2012
Transport companies should attend media training and develop a crisis management plan so they can effectively deal with emergencies, a marketing expert says.
Scotts Transport Industries and 1st Fleet have failed to appropriately address the media when faced with recent negative coverage, affecting their fragile reputation, Gardner Dixon Hall Advertising Managing Director Craig Gardner says.
Gardner says companies need to engage professionals and develop a plan so the transport industry’s image can be retained and improved once a crisis hits.
“The reality is that injury and death cross your path every day of the week in this industry so what can marketing do to help that? Marketing helps an organisation develop strategic and operational decisions at the support level and centre management level,” Gardner says.
“1st Fleet and Scott’s had their issues. To the public, the perception is ‘they’re dangerous on the road’.
“All the media that follow that relate it to that marketing knowledge and once you fall into that risk it’s nearly impossible to rebuild.”
Gardner says companies need to develop a purpose and refer to safety policies, codes of conduct, and training once crisis strikes.
They also need to be open to change and appoint a professional spokesperson to represent them.
“We need to change the perception by being honest. You need to confront the issue head-on and don’t look into the rear vision mirror. You can’t fix what’s already happened but you need to address the problem and relate to the company’s history,” he says.
Gardner says too many companies are judged by a single event, with their reputation tarnished forever.
He says acknowledging mistakes and informing the public about the company’s history, reputation and future vision, those flaws can be addressed.
“It’s about the brand of the company. I don’t care if you have one person working for you or hundreds. The perception is there and something needs to change,” Gardner says.
“Help people change the opinion and in the end they’ll talk about something else.”
Gardner says initiatives such as ‘Adopt a truckie’ or ‘My Dad’s a truckie’, as proposed by the Victorian Transport Association, can positively change the industry’s image.
“When and if you face a crisis, you [must] know how to deal with it. It’s a must for every business and it’s the basis of every business plan.”
