A good story to tell
Showing through everyday operations that shipping is a responsible business is the only way to improve the public image of this industry. Here also lies the key to convincing politicians, bureaucrats and the media that shipping deserves to be heard when controversy arises.
Shipowners, flag states and class share a responsibility in gaining the acceptance of the "man in the street" that maritime transport is a safer and more environmentally friendly form of transport than trucking, railroads and airfreight, according to Senior Vice President Tore Høifødt. "Shipping is a vital instrument in promoting trade between nations and will remain so," he says. "However, if the industry really wants a say in its own future, we should collectively shoulder the task of a improved profile and an ‘open door’ information policy."
Høifødt believes shipping’s public image has suffered over the past years, not only because of environmentally damaging accidents but even more so because of the industry’s reluctance to face the media spotlight. The time has now come, he believes, for top shipping leaders to tackle the communications challenge head on and stand up to be counted when confronted with controversial issues.
Submarine mentality
"Traditionally, the maritime business has been secretive and reluctant to communicate with the surrounding world, especially when forced to handle a major crisis. Instead of facing the press, the tendency has been to run for cover or throw up a wall of silence, which has worsened the industry’s image," says Høifødt.
"As long as we have that image, we are forced to play a defensive game – and not very successfully," adds Høifødt. "We have to turn the tide and get on the offensive." Høifødt has identified signs that the industry is starting to do this and that shipping leaders are gradually beginning to understand the need for greater openness. "This is not just because it is a nice idea to communicate with the outside world; it is because the industry has no choice."
Høifødt believes the shipping business needs increased public acceptance so that it can be perceived as an attractive industry in a world which is primarily concerned about safety. This is vital if it is to meet its future recruitment needs and increase its standing with the international authorities so it can achieve better operating conditions.
"Improved credibility is not gained by saying ‘No comment’. There is a price to be paid by the industry, and that is to be more open, active and honest."
Evidence to the contrary
Høifødt points to a wealth of facts that demonstrate how shipping outperforms other modes of transport in terms of its environmental and economic costs. Yet its continued "image problem" weakens, and has serious potential to negate still further, the impact of these very strong competitive advantages, he says.
"It is clear to me that we are facing a losing battle unless we change our approach. Rather than hammering the public and the politicians with facts, we have to find the arguments that change their feelings towards us."
Høifødt reckons that raising the profile of shipping can reap economic benefits in the long term. Some major shipowners, he says, have stated they cannot tolerate another serious shipping accident, not because of short term financial losses, but because of the resulting damage to their public image which can ruin their reputation in the market. The industry must realise that greater openness is not a downside risk, but has big upside potential."
It will take a collective effort on behalf of all the actors in the industry to promote an image of responsible shipping in a global society and bring through the full benefit of shipping’s competitive advantages over other modes of transport, says Høifødt.
"If we convince the voters, we will also convince the politicians and the bureaucrats," he reckons. "If we succeed with those, we might even convince the media. We have, after all, a good story to tell.