Road Transport's Weakness
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ROAD transport in all its aspects never had a greater need than at present for effective public relations. It is embroiled in controversy and the public has. only a .vague .,,idea of ' its difficulties. Even operators themselves require .expert guidance, through the perplexities which political interference has created.
On their side,:nianiffaCturers are faced with serious problems in supplying overseas markets with the Tight product at the Fight price at the right time They are .tninning to lose the adVantage which they have enioYed Since theend,of the war and, if faith is to be kept with users, an adequate explanation of„ciirrent difficulties must be forthcoming. Operators at home have become accustomed to rising prices and delayed deliveries, but even they—the neglected backbone of the British commercial vehicle industry—are entitled to be kept abreast of affairs that affect them.
More Expert P to Explain C and Foste
Maturity Lacking Road transport has grown up quickly in a market which its own vittues have created, but it has not fully matured.It lacks finesse in its dealings with the public and sometimes even with its own members.
The road haulage industry is engaged in one of the greatest controversies of its history. The Government and the other political parties and the trade unions have eiptessed their views on denationalization, bat until a few days ago the Road Haulage Association muzzled its own publicrelations organization and remained obdurately silent. The public was left to think what it would —if it thought at all—of the attitude of hauliers towards their role in the new inland transport system. Fortunately, there is promise of a more enlightened policy by the R.H.A. in the future.
Passenger-transport operators also require expert public-relations service. It is frequently said that a courteous and efficient conductor is the most valuable public relations officer that a bus company can have, but that is no more than a halftruth. He cannot explain policy, and particularly the need for increases in fares.
These are naturally resented by passengers, who
ublicity Needed urrent Problems r Goodwill
fail to realize, the extent to which costs, and especially taxation, have risen in the past two or three years. Passengers take for granted the high frequency of service provided on many routes and theremarkable standard of Comfort and safety which they obtain for a few coppers. Company .. chairmen, in their annual reports, make clear the current economic difficulties, but, unfortunately, their words are not widely read.
Even in large companies, the day-to-day task of satisfying public curiosity and dealing with_complaints, normally falls , to. the overworked general manager and traffic manager. Employment of a public relations officer would add to administrative expenses, but if it enhanced goodwill and made increases in fares more acceptable by passengers, • it would be completely justified. •The general , Manager and .departmental officials would then be relieved of Unnecessary duties and the delicate work of Maintaining the esteem of passengers would be performed with the precision which only trained practitioners can bring to it.
Object : Perfection The public-relations organization of the London Transport Executive provides a standard at which every operating and manufacturing undertaking should aim. It is obviously extremely expensive but the quality of its work is unsurpassed. It is fortunate in being heir to a tradition laid by the late Mr. Frank Pick, and fostered by Loid Latham. It shows great courage in stimulating youthful talent and the results entirely justify a bold policy. Not only is London Transport's art work of the highest quality, but the text matter of some of its famous " pair " posters is being used for educational purposes by one of England's greatest public . schools.
The Executive aims at perfection in all things and believes that precisionin publicity is not less important than mechanical and operating efficiency. The secret of its success in public relations, however, lies probably in the belief that publicity is inseparable from public service, and in the close liaison between Lord Latham and the chief public relations officer, who takes part in conferences at the highest level on operating and other matters.
In this direction, as well as in others, the L.T.E. sets a lead. Too often, publicity departments tend to become mere post offices. The publicity manager is not taken into the confidence of the board of directors and his skill in forecasting public reaction to policy is not sufficiently regarded. Delegation without authority inevitably curtails responsibility and initiative, and the results are plain to anyone who can read between the lines.
The Commercial Motor Show was a magnificent publicity effort, and has earned great goodwill for manufacturers and operators. The seeds sown at Earls Court should now be tended by a sustained system of public relations, in which those skilled in the art are allowed to take their, proper part in making and interpreting policy.