BUS COMPANIES ADVISED: ‘DON’T OVERLOOK GOOD COMMUNICATION’

By: Fabian Cotter, Photography by: courtesy TIB


A BUS INDUSTRY-specialising communications agency has challenged companies to improve and enhance their external communications to relay their “incredible stories” as there’s “never been a more important time to do so”, it states.

BUS COMPANIES ADVISED: ‘DON’T OVERLOOK GOOD COMMUNICATION’
"It’s not uncommon for companies ... to overlook communication and public relations or to see it as a function of sales and marketing," said The Ink Bureau's Cameron Donovan.

The industry’s transition to zero-emission buses and a more competitive bus procurement landscape has created an even stronger desire for high-quality communications, according to The Ink Bureau’s head of PR and Client Services director, Cameron Donovan.

In making its case for "better bus stories", the content and communications agency has recently added two new names to its portfolio of transport and manufacturing clients, it confirms: zero-emissions charging and refuelling provider Electromotiv and Swiss commercial vehicle manufacturer Hess. Both have joined long-standing client Volgren, who recently signed a 12-month retainer extension.

"In the five years that we’ve worked with clients in the bus sector, we’ve seen enormous changes," Donovan explained.

"Governments and operators are embracing new chassis technology; new companies are making their mark in Australia and creating new opportunities as well as providing fierce competition; and bus procurement policy has undergone a major transformation.

"There’s never really been a more important time for mass transit companies to clarify and carefully convey their stories and achievements to the market."

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POSITIVE CHANGE

Donovan says he and fellow Ink Bureau director Jonathan Rivett were delighted to be working with three of the bus sector’s most innovative businesses.

"It’s a real privilege to be in partnership with companies who are making an extraordinary contribution to the industry - each in quite distinctive ways," he said.

"Hess is one of the world’s great commercial vehicle innovators, and has been for more than a century. Electromotiv is the zero-emission start-up the industry needs right now. And Volgren is simply an Australian bus manufacturing icon," he stated.

"They’re very different companies, with different communications requirements, but they share something we think is critical. All three companies understand the importance of transitioning the industry to zero-emission. They’re all companies who want to create positive and lasting change." 

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Donovan said it’s not uncommon for companies, especially those in the manufacturing sector, to overlook communication and public relations or to see it as a function of sales and marketing. 

"I think it’s fair to say that the bus industry, especially manufacturers, have traditionally focused on production and sales than on external communications. Strong and strategic communications can be somewhat of an afterthought, or left to the CEO.

"What we’ve found is that the manufacturing and transport sectors are full of the most incredible stories. The companies invariably know this, but don’t always have the skills to tell them in a compelling way, or the understanding of how to spread their stories. That creates a reluctance to spend time on communications, which ultimately sets businesses back." 

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ABOUT THE INK BUREAU

The Melbourne-based Ink Bureau was established as a freelance writing studio in 2015, it explains.

It’s expanded to become a communications agency that provides public relations, media liaison, copywriting, content and editing services to clients in a diverse array of industries. 

It says it has established a model it believes is cost-effective while providing a service that only the very largest companies tend to be able to accommodate in-house.

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