SHOULD we name and shame them - those two dozen container lines that agreed to pay a vast sum of money to sponsor a new website explaining what they do and how essential they are to global well-being - and then slinked back into their bunkers?
Well, there’s no need to name them - they are all clearly identified on the website of the Container Shipping Information Service that was launched three months ago as part of an initiative “to give the global container shipping industry a voice with which to communicate with the world.” So what has happened? Has the industry gone down with a collective bout of laryngitis?
That is unfair. Some lines are communicating well, whether it is good news or bad. Sadly, they are the exception.
News on the CSIS website consists entirely of press cuttings from numerous publications, including Lloyd’s List, all highly selective.
There are no business stories, nothing about the changing shape of the industry, market developments, or regulatory issues. In fact, there is little that really throws much light on container shipping.
That is not really surprising, given that this is a joint initiative between lines with vastly different ideas of how to deal with the media.
But if container shipping really wants to be better understood, start with the trade press and learn to give a few straightforward answers to simple questions, rather than hiding behind bland, meaningless news releases devoid of any context, or delegating responsibility for PR to the CSIS.
And those same uncommunicative communications departments should be dragging their bosses out into the open rather than throwing a ring of steel round them.
OK, a few brave souls are willing to face the public. And we understand that promotional campaigns are being prepared. But will these still be bankrolled if profits shrink as the global economy chills?
A previous attempt to raise the profile of container shipping fizzled out after a few months. Let’s hope this effort does not go the same way.
Comments (2)
Comment by
Mr Joseph Yobo
- Thursday 17 April 2008
Janet, are you really surprised that this happened when this was just a token gesture involving a corporate PR behemoth with little shipping background.
They 'talked the talk' but have massively failed to 'walk the walk'!
Comment by
Dr Andrew Traill
- Wednesday 16 April 2008
Dare I suggest that the money used to develop this site would have been better spent supporting The Shippers' Voice (www.shippersvoice.com) which truly is trying to increase the awareness about liner shipping industry and all other freight transport sectors - and giving people the opportunity to speak out about things and debate them in the open, anonymously or openly - and all on a shoe-string budget! We want transparency in this industry so that people, especially shippers, can make informed choices and work with the freight and logistics industry rather than against it. As one of its founders, I can safely say that we'd be happy to have the contributions of the liner shipping industry posted on the site for information and debate - and it wont cost them $millions: now that's what I call good PR!
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