Trucking Australia: industry image

Media and political experts Jannette Cotterell and Glenn Milne share their expertise on the ways the truck industry can improve and manage its image

Media consultants Jannette Cotterell and Glenn Milne have addressed delegates at the ATA's Trucking Australia 2014 conference in Queensland, offering their ideas on how the Australian truck industry can better manage its public image and how it can prepare for a vastly altered looming political landscape.

Speaking at Hamilton Island on June 7, the pair – from non-politically aligned consultancy group Executive Counsel Australia – highlighted what they term as the era of 'new federalism' they see emerging under Prime Minster Abbott's leadership.

Milne said the Federal Budget delivered far more than a series of cutbacks.

"In addition to its obvious fiscal measure, the latest budget has ramped up the argument for the states as to whether or not they should be more responsible for the delivery of services that are [currently] funded by the Commonwealth," he said.

"It boxed them into a position where I think Tony Abbott is hoping that by the next election the states will be asking for an increase in the rate and a broadening of the base of the GST, as the only way to give them further access to a growth tax that will deliver the kinds of services they need in health, education and transport."

Milne said the devolving of power to the states – this 'new federalism' – could have implications for crucial transport issues such as national standards, and so the need for clear messaging from the road transport industry was more important than ever.

"For your industry the message has to be that under any sort of new federalism, the Commonwealth must retain the right to set national standards," he said.

Milne also warned of unforeseen 'cross deals' that could emerge from Abbott requiring the support of newcomers like Clive Palmer and Ricky Muir in the Senate.

"You have to start dealing with these maverick independents in the Senate to get a handle on where they're coming from, what they want, and how they might go about doing what they want to do," he said.

"It's going to be mayhem for the next three years and we've all got to get used to it."

Milne also flagged the potential ramifications of a change to the GST.

"Imaging how it's going to affect you if the consensus is that the GST rate should rise and that the base should be broadened," he said.

"What if the fresh food you carry around the country is subjected to GST – how is that going to affect your cost base?"

Against this uncertain political backdrop, Cotterell said there's never been a greater need for the road transport industry to hone a clear, effective and targeted message.

"If you've got the government's back, if you can demonstrate that as a collection of good business people you know how to deliver good outcomes of which your customers, consumers, and road users can see the benefits, you're going to get your way on other things that are a bit more difficult, or you're going to be able to stop things that may cause you harm," she said.

Cotterell said the need for the industry to improve its image in relation to driver health and safety was now more pressing.

"It's really hard if you're struggling internally with your own imaging and then trying to influence a national debate," she said.

Both Milne and Cotterell praised the ATA's handling of the Cootes Transport tragedy at Mona Vale (NSW) last year and its response to the ABC's subsequent Four Corners story on safety and maintenance in the road transport sector, but criticised the Cootes response.

Cotterell stressed the importance of what she termed as the 'Clear Air Model' of issue response in such circumstances.

"I've said to clients that have felt under siege by the media in the past that the 'shutters down' approach never works," she said.

Milne agrees.

"The worst thing you can do is stick your head in the sand, pretend that your own industry is perfect and reject any problem," he said.

"The smart thing about the ATA response to Four Corners was that it acknowledged those failings up front and then went on to explain, in a positive fashion, how it was seeking to deal with them."

Trucking Australia: industry image

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