How to reach out to the media Dan Berlenbach, CPFP Fleet Maintenance Superintendent City of Phoenix, Arizona
Under scrutiny Gone are the days when vehicle maintenance shops stayed (and preferred to be) hidden behind the operators’ glory in getting the mission done. While it used to be that we preferred to be “out-of-sight, outof-mind,” fixing our trucks, talking our own lingo, getting dirty and enjoying the challenge of repairing the unrepairable, those days are gone. Over and done with, in fact. The new normal in fleet maintenance/ service units is that we along with the other “support” functions within the government structure are all under intense scrutiny. This scrutiny is due to two main reasons—the economy’s harsh effect on governmental operations, and the high cost of operating a fleet, both in capital and ongoing maintenance
dollars. Not so accustomed to operating under this microscope, we are forced to defend our decisions and processes, and to clean up and modernize what we do to be most efficient. While this is not news to most of you, there is a strategy that allows you to head off some of the questions of your operation and perhaps even to keep the Grim “Outsourcing” Reaper away from your shop’s door.
The best defense is a good offense The idea behind reaching out to media is to tell your story, to head off the bad news with some good news. There are countless things you do in a well-run fleet that are interesting, green, sustainable, and above all, efficient. Your comprehensive PM program keeps City staff safe, reduces
liability, and protects the public (let alone supporting the department’s missions). Your hybrids, CNG vehicles, use of E-85 fuel, B-20 diesels, re-refined oil use, antifreeze recycling, etc., make you an excellent steward of the public’s resources. Your ASE certification program, extended life cycles, off-season rebuilds, reverse auctions, fleet utilization cuts, etc., all are proof of your efficiency. Continuing in the proactive approach, if you participate in national awards programs such as The 100 Best Fleets in North America program, or certification programs for your techs (APWA’s Certified Public Fleet Professional; ASE Blue Seal) or for your shop/fleet (such as the Center for Professional Fleet Certification) you have the best possible material for a strong outreach. Most political leaders enjoy telling a success story and recognizing those involved. Presenting the award your fleet won or certification earned to City Council is an instant statement of your competence, it makes a great media story, and as a bonus, it’s absolutely fantastic for morale. In a previous position, when our team earned a spot in the 100 Best Fleets program we presented the award and a large banner to City Council. The photo of our mayor and councilmen holding that banner was priceless.
Friend or enemy?
A refurbished side loader from the City of Phoenix fleet 42 APWA Reporter
September 2012
This depends on your perspective. Would you rather see an article about an audit that uncovered fraud or
