Communication warfare

February 2019

Land Line Staff


In order to bring about change in trucking, the key is influence. When individual truckers come together and use their voices they can win the battle in fighting for the rights of truckers – and not mega fleets.

“Communication is a kind of war. Its field of battle is the resistant and defensive minds of the people you want to influence. The goal is to penetrate their defenses and occupy their minds.”

That’s a quote from Robert Greene’s book “The 33 Strategies of War.” The book is commonly referenced in context to everything from actual war to business and life strategies.

The quote really hits the bull’s-eye on describing the current state of regulatory reform that has potential to make a seismic shift in reducing the pressures truck drivers face. The more exciting part of the state of the trucking union, if you will, is that truckers used their collective voice to bring about this reform effort.

In the war for reform, truckers have used the weapon of their words and used them well. You actively participated in comment periods and listening sessions. In addition to getting the attention of the Federal Motor Carrier Safety Administration, it got the attention of the fleets, and they are obviously running a bit scared. The American Trucking Associations has decided to launch an organization for truckers.

Talk about the fox guarding the hen house. In no way, shape or form do groups representing mega fleets have any interest in talking about the welfare and well-being of truckers. You are a cog in the logistics wheel. A tool (no double entendre intended) that gets the job done.

And the war doesn’t stop there. States are using truckers as piggy banks to fix the infrastructure funding problems with more and more and higher and higher tolls. Parking is an afterthought. Regulation on predatory tows is a must.

Using your voice, being your own advocate and joining in with the collective of other truckers, is key to change. Engage in the communication warfare with the tools we provide in the next pages and build on the momentum started in 2018 by penetrating the defenses and occupy the minds of lawmakers and regulators at the state and federal level. LL