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The Image of Road Transport
Page 39
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DOAD transport affects the life of the corn
munity not only through the service it provides but also by the presence of vehicles on the road. Its relations with the public therefore present a variety of problems. These were the comments of Mr. F. R. Lyon, public relations officer of the Road Haulage Association, at a meeting of the East Anglia • section of the Institute of Transport in Norwich on Monday.• In most other industries a substantial public relations organization was taken for granted. In road transport, however, the number was very few, he remarked.
This might seem surprising in view of the extent to which the activities of road transport were exposed to public view. The explanation lay partly in that the typical transport operator was not large enough to justify public relations staff and partly because public relations covers such a wide field.
The manufacturer, Mr. Lyon said, was better able than the transport operator to watch over the quality of his product. The transport operator, in contrast, had little or no direct control over a vehicle once it had left his premises. It was in the interest of hauliers therefore to promote conditions which ensured that the quality of their service was not impaired.
Continuing his comparison with the manufactured product, Mr. Lyon said that, by means of good design and careful presentation, the public might overlook that the product itself was mediocre or unduly expensive. But the transport operator derived little direct benefit from practising this kind of illusion.
The reputation of the lorry driver had to be maintained. He should be encouraged to enter for the Lorry Driver of the Year Competition, to qualify for road safety awards, and so on. The haulier should take advantage of many opportunities for local publicity in improving the image of both his own business and road transport in general.
Record for Greenwoods: Trading profit of Greenwoods (St. Ives) Ltd. for the year ended September 30 last year amounted to £1,389,358, a record. A 20 per cent dividend is recommended by the directors, the same as in 1964.