Page 18: of Maritime Reporter Magazine (December 15, 1973)

Shipping Official Sees

Public Relations Need

In Maritime Industry

A shipping official finds the maritime industry standing in urg- ent need of a greater overall public relations effort, and has advocated the setting up of an industry-wide association to promote such a proj- ect.

Decrying the "uncommunicative- ness" of industry-related compa- nies as a whole, Capt. Joseph Lala, executive vice president of Netu- mar International, said that "an ailing industry such as ours" stands in far greater need of public rela- tions than the more prosperous sectors of U.S. industry and com- merce, which wield the promo- tional tool with an effectiveness equal in depth to the maritime in- dustry's reluctance to develop a public relations image for itself.

The New York-based Netumar

International acts as general agent for U.S., Canadian Bast Coast and

Great Lakes ports for the Bra- zilian-flag Line Netumar.

Speaking at a U.S. Atlantic and

Caribbean Ports' Association din- ner in Jacksonville, Fla., 'Captain

Lala told his audience that their "light is being hidden under a bu- shel" 'because their messages are not getting across effectively.

In a country "where we are sur- rounded by the consumer orienta- tion impact of public relations for everything imaginable," he saw it as "paradoxical" that "we in mari- time continue, at best, with out- dated methods of selling our serv- ices or, at worst, by relying on a customer to pass the good word along."

Captain Lala told the port offi- cials that they all have messages to convey to a specific public, be it shippers, manufacturers or im- porters, "who need and wiant your services. "But your .messages are not get- ting across effectively," he empha- sized. "We in the maritime trades are so backward in the communica- tions field that we don't even have surveys to document our uncom- mumieaitiveness," ihe noted.

To further the concept of an ef- fective public relations image for the maritime industry, Captain Lala advocated the establishment of an organizaion composed of member firms in the maritime trades, and underlined the short and long-term benefits, "unknown to us today," that such an association could bring.

Stressing that "first impressions are lasting impressions," he also urged the offiaials to look with a critical eye at their own port pub- lications, with a view to revamp- ing them so as to bring about a •more favorable impact with their public.

He also pressed ithem to promote a greater flow of information about their ports to national publications. "The Journal of Gommerce,

Maritime Reporter, Shipping Di- gest and scores of other periodicals are looking for industry news,"

Captain Lala said, "and would be as happy to receive your stories and pictures as you are reluctant in giving them."

Homelite Introduces

New Generator With

Latest Safety Features

A 150-pound generator, ideal for operating lights, motors and power tools, has been introduced by

Homelite, manufacturer of con- struction equipment for more than 50 years. Known as model 9HY- 1C, the unit has been designed to incorporate the latest safety regu- lations.

The new Homelite generator, re- placing model 9HY-1B, provides for a direct current circuit breaker to comply with the National Elec- tric Code. The 150-pound addition to the company's generator line has the control box on the side for ease in servicing components.

According to Thomas Winn, market manager, industrial and construction equipment at Home- lite headquarters, 70 Riverdale

Avenue, Port Chester, N.Y. 10573, the 9HY-1C has the same output rating of 3,000 watts two-cycle en- gine as the 9HY-1B, as well as the same safety grounding features.

Selling for $725, the new genera- tor delivers 230-volt AC power at 180 cycles of three-phase current and 115 volts DC. ' for a Merry Christmas and a Happy New Year

HUGHES BR0S...NC

JAMES HUGHES,.„„

I.C.C. W-463

CLEARING HOUSE FOR MARINE DIFFICULTIES SINCE 1894 / 17 BATTERY PLACE, NEW YORK, 10004 (212) 944-1048 20 Maritime Reporter/Engineering News