Page 50 - ATR 5 2014 web

THE laST Word

industry Communications

demand More Creativity

A truck driver’s day begins with the end in mind.
Safety first. Safety always. There can be no compromise.
Where what it takes is driven by what’s at stake: Dedication, passion, commitment—to upholding the highest
standards of excellence.
Where hard work and working hard are the price of entry. And professional pride is personal.
Where preparation and attention to every detail are never in question. All day. Every day. No matter where. on
and off the road.
Each day the road ahead is filled with challenges. Unforeseen risks. From anywhere. At anytime.
For the professional truck driver, for the business that keeps America moving, their business is safety.

by tom Ricciardone Their stories alone serve as reminders over-reach on the other. This tension is
Guest Writer that branding about the industry and always in play. Much is at stake, so it is
communicating about safety will always no wonder that industry communica-
The above lines are the voice over be more effective and engaging through tions are heavily skewed to the rational,
script I wrote for a video produced last telling stories that humanize the indus- the pedantic and the analytical.
month about the Arkansas Trucking try and the complex, highly emotional A recent footnote in an indus-
Championship. issue of highway safety. try poll is instructive. Nearly half of
Two videos produced about the Safety is always the elephant in the respondents said they know someone
event, like the championship itself, industry’s living room. The perception who works in the trucking industry, and
celebrate and honor safe drivers, expert of industry safety is an octopus. Its long those who know someone in trucking
technicians and the Arkansas Trucking tentacles reach out and invade every- have more positive impressions of the
Association’s member carriers’ commit- thing. industry and its safety record.
ment to safety. People like when you talk about I invite you to view the videos on
Both videos are examples of a what is important. It’s a simple truth the Arkansas Trucking Association’s
softer, more approachable messaging of communications, advertising and website or YouTube page. Both invite the
about the industry in general and safety marketing, because it’s a simple truth viewer to get to know of the industry’s
in particular. It’s the type of creative, of human nature. As an industry we commitment to safety through a more
audience-driven industry communica- must find more ways to engage the pub- personal lens. I think you’ll agree that
tions that should happen more often on lic—and customers, policy makers and this softer approach helps advance the
the national level. regulators—about safety in ways that industry’s image and reputation in ways
I consider myself fortunate that in touch emotions. And we must do so in that facts and figures alone never will.
my communications work for the indus- ways that are relevant, engaging and
try I’m able to spend time with truck that resonate. Tom Ricciardone is a strategic and mar-
keting communications consultant for
drivers and technicians. I’m always There will always be the tension corporate, trade association and not-
struck by how their individual and col- between industry self-regulation on for-profit clients. He can be reached at
lective stories carry universal appeal. the one extreme and governmental tomthinc@gmail.com.

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

50 aRkansas tRuCking RepoRt | issue 5 2014