1. Raising the Profile- Reducing the Footprint
A CALL FOR THE SHIPPING INDUSTRY TO COME OUT OF ITS SHELL
Carleen Lyden-Kluss
Morgan Marketing & Communications

2. THE FUNDAMENTALS OF SHIPPING
Our marine transportation system delivers more than 90% of all global trade, reaching 7.11 billion tons in 2005
Today’s fleet over 100GT totals 94,936 ships
We employ over 1 million seafarers
Public shipping companies have a market capitalization of over $350 billion
Our safety record is remarkable ( lives lost as a percentage of lives at risk)
While there is always room for improvement, our environmental record is significantly lower than land-based industries (10% versus 90%)

3. Yet, we have the lowest public profile and the least representative public image. Some would say invisible

4. THE CHALLENGES OF SHIPPING’S IMAGE
Lowest profile of all transportation sectors
Highly fragmented, so lacking in political power (ships don’t vote)
Lacks the ability to collaborate on shared challenges
Despite an excellent safety record, accidents at sea create news.

5. PERCEPTION is REALITY
What we, the industry, perceives:

6. What the public perceives:

7. What we believe:

8. What the public believes:
WANTED: TERRORIST

9. WE DO HAVE A PUBLIC IMAGE…

10. …BUT NOT THE ONE WE WANT

11. HOW DID WE GET HERE?
Advances in transportation and telecommunications mean people moved away from the ports.
Shipping is an invisible industry. The curse of consumerism means clothes appear on the racks, bananas come from the supermarket and gas from the pump at the station.

12. WE ARE PART OF THE PROBLEM
Our tradition has been to keep our activities from the public’s view.
Our industry is a complex construct. International law, domestic law, and maritime law overlay in a dense corporate veil.
Need for an integration with globalization efforts.

13. DAWN OF A NEW ERA
The benefits of transparency overshadow invisibility:
- OPA ‘90
-Increasing number of public companies
Globalization-(shipping IS the first global industry)
-Dismantling of trade barriers
-Real time global communications

14. HOW SHOULD INDUSTRY RESPOND?
We need to come out of our shell

15. CONNECT WITH THE PUBLIC
Develop relationship with public entities:
-inform our governments about our value to commerce and safety/security
-work closely with our Coast Guards and other maritime authorities
-use our commercial relationships (charterers) to reach the consumer (labels on goods touting “green shipping”?)

16. Relate to the consumer
Demonstrate our value

17. Add human interest

18. Work to dispel myths

19. INVEST TODAY FOR TOMORROW
Embrace Corporate Social Responsibility (Human Factor, Environment, Governance)
Doing the right thing
Being environmentally aware and CSR compliant is good business
Shareholders, and therefore businesses, are not indifferent to companies investing in robust CSR programs
Ability to reduce risk, and attract high caliber crew
Excellent story to tell the consumer

20. ACCEPT RESPONSIBILITY
Accidents do happen. How we respond will make the difference in how we are perceived.
Ensure compliance with domestic and international regulations. Zero tolerance should be the norm.
We are only as strong as our weakest link. We cannot accept substandard shipping or shipping practices.

21. Training and Education
1.  Train young people of all ages in the importance of the industry and safeguarding the marine environment (New York Harbor School, Sea Cadets, TK Foundation, etc.)
2. Support maritime academies and training facilities.
3. Make personnel training a priority to communicate your corporate values.

22. Take Action CASE STUDY: NAMEPA
Responding to The Environmental Imperative
Demonstration of maritime’s commitment to protecting the marine environment
Reaching out to seafarers, port communities and children
Networking through aquariums and through religious denominations to reach their children’s curricula
Promoting the maritime industry

23. IMAGE STEWARDSHIP
We only have one image to lose—let’s promote the positive.
Shift the way we articulate our business (Flags of Commerce, Flag State Administration, etc.)
Be an advocate for our industry (Rotary, Chamber of Commerce, Lions, etc.)
Share our efforts with others-network with industry stakeholders to develop a Global Shipping Communications Consortium to promote image
The opportunity is now to seize the high ground –let’s take it. Embrace a mainstream topic such as The Environmental Imperative

24. Shipping- a proud heritage with a bright future.