In 1986, the American Trucking Associations (ATA) created America's Road Team to promote road safety and improve the image of the $278 billion U.S. trucking industry.
America's Road Team
comprises 10 of the nation's top
professional drivers,
selected from a variety
of geographic regions
and trucking
companies. Drivers
selected for the team
spend 18 months as
spokespersons and
representatives of the
ATA at various public
events. The drivers
continue to work for
their employers, but
spend an average of
one to five days a
month on America's
Road Team business.
At the end of their
tenure, America's
Road Team drivers are
well prepared for a
variety of public
speaking
engagements,
including interviews
with print and
broadcast media.
The successful ATA program was a model for the YRC Road Team.
Although the messages America's
Road Team present are representative of the ATA's
position on issues, they do not always represenet
YRC policies. In addition, specific issues may need to be addressed in
communities where we do business.
Because of this, we created our YRC
Road Team to participate in community events, promote safety at the local and national
levels and continue the effective use of our
drivers who served on America's Road Team or
have been involved with the ATA in the past (as
Driver of the Year for example).
The main objective of the YRC Road Team is to present the company's safety messages and showcase our reputation as a leader in the trucking industry. Road Team members organize and participate in events in their communities and are credible national spokespeople for YRC.
Road Teams help YRC promote safety, good community and customer relations and enhance the images of the company, industry and truck drivers.
Good community relations are vital to our success. For this reason, community relations through safety messages is part of the Road Team's grassroots function. Active community relations efforts spread these messages:
Good customer relations (along with good
customer service) help us continue to
prosper and grow. Road Team
members can be credible resources in sales
demonstrations to show our commitment to
safety and quality. Team members also can help
form customer partnerships and facilitate strong
relationships.
The Road Team's mission is not to conduct a public relations campaign. Road Teams carry a message of safety and professionalism to multiple audiences. If that is done properly, good publicity will follow naturally. We do not require or encourage Road Teams to conduct news and media-related events.
