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Special Report: Spin doctors

TORONTO, Ont. - There's no arguing that trucking is one of the most misunderstood industries in Canada.For associations across the country, dispelling the myths and educating the public about the impo...


TORONTO, Ont. – There’s no arguing that trucking is one of the most misunderstood industries in Canada.

For associations across the country, dispelling the myths and educating the public about the important role this industry plays in their daily lives is an ongoing challenge.

The OTA is the largest trucking association in Canada – and in fact one of the largest in North America – so it has the most resources when it comes to creating new public awareness campaigns. The Atlantic Provinces Trucking Association (APTA) doesn’t have the benefit of a huge membership, but one of the country’s smallest trucking associations isn’t shrugging off its responsibilities or the need to work a little harder to be heard. In fact, the APTA pioneered Driver Appreciation Day, which is now a part of National Trucking Week. And most recently, the eastern group teamed with a media specialist to increase the positive attention the industry receives in the mainstream press.

Across Canada, efforts are also under way by fleet groups in Alberta, B.C., Manitoba, Saskatchewan, Quebec and N.W.T. work to control the spin of reports in the media.


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