Page 46 - ATR 1 2014 web

THe laST word

eyes wide open:

The Big rig dilemma

by tom ricciardone life-threatening dangers at worst. The strategic imperative, with some urgency
Guest Writer references above are prime examples. attached to it.
You can’t outspend it; you can’t
On February 5, the day after an icy, out-finesse it; you will never com- 4: Tell THe STory. IT’S a
wintry mix hit Central Arkansas, the pletely escape it. Clever ad campaigns greaT oNe.
front page of the Arkansas Democrat- and catchy slogans will at best serve as The Arkansas trucking industry has
Gazette feature a four-column wide momentary diversions. You shouldn’t a rich and compelling story to tell.
photo of an over-turned tractor-trailer. ignore this reality. Own it, accept the That story is deeply connected to
The bold type headline: “Rig Flips on Big Rig Dilemma for what it is and deal the power of the American story. Its far-
I-30 Exit Ramp.” with it. In this challenge is born great reaching impact into families, communi-
Just days later, after another blast opportunity. ties, in the quality of life and the sustained
of weather, Sunday’s Page 1 headline progress of our state and its people at an
read: “Woman Missing After Leap Into 2: wHaT’S IN a word: emotional level is compelling.
River to Avoid Hit By Rig.” reSpeCTed vS. lIKed. In this multi-faceted story are the
Imagine, with no advance warning, I often hear the talk of the wide- seeds of greater respect, and, with that,
you have five minutes to address a room spread desire to improve the industry’s an improved image, even against the
full of colleagues from throughout the “likeability” factor, but it would be of wind of the Big Rig Dilemma.
state. Your task is to present a short more strategic value to focus on the Tell that story, in all its richness, in
bullet-point wish list for “marketing” “respect” factor. a way that resonates at the emotional
the Arkansas trucking industry within Gaining tangible improvement on level.
the state and beyond. the respect meter should be key, tied to The strategic value of commu-
As an industry insider, with a advancing both reputation and image, nications planning and purposeful
unique vantage point, what would you and by extension, likeability. It’s an execution is undeniable. Marketing is
tell them? important distinction. all about context and success is in the
This brief column can only scratch details. It is trucking’s responsibility,
the surface, highlight a few “wish-list” 3: CrISIS reSpoNSe: collectively, to proactively create their
items that might resonate along with developMeNT of a CrISIS preferred future. Executing a sound,
some essential points of context to CoMMUNICaTIoNS plaN wITH a disciplined, multi-faceted external com-
consider. deSIgNaTed reSpoNSe TeaM. munication strategy should always be
While some of our state’s larger an industry priority.
1: THe BIg rIg dIleMMa trucking companies have an internal
A number of challenging issues crisis response plan in place, how Tom Ricciardone has a 20-year track
impact the industry’s image, but per- prepared is the statewide industry to record as a strategic communications
consultant for corporate and trade
haps none more so than what I call step up with a response for any and all association clients. In 2012, he co-founded
the Big Rig Dilemma, or the common scenarios? Bespoke Video Production and Multi-
media image, not to mention the ubiq- The mindset about the need for this Screen Media Strategy. He can be reached
uitous highway experience of Big Rigs should be: It’s not a question of “if” but at 501-626-7770 and
tomthinc@gmail.com.
as intimidating annoyances at best and “when.” This should be recognized as a

Opinions expressed on this page may not reflect official policies or opinions of the Arkansas Trucking Association
or the American Trucking Associations.

46 arKansas trucKing report | issue 1 2014