Media Management
Supply Disruptions
Crisis Response
Emergencies
NTI is Australia’s largest provider of specialist insurance for the transport and logistics industry, providing cover for heavy vehicles, marine, and cargo across the country.
Australia is reliant on the transport industry, and unfortunately, from time to time, major crashes occur involving trucks.
Depending on the circumstances, these can lead to extensive media coverage and potential brand damage for the transport and logistics companies involved.
As an extension of our long-standing PR partnership, Adoni Media offers crisis communications support to NTI customers involved in crashes and other incidents.
NTI Chief Executive Officer, Tony Clark said:
“With a history of supporting NTI’s own national media strategy, we know your livelihood is in safe, respected hands with Adoni Media.”
THE BRIEF
After several customers were involved in what NTI described as “high profile incidents which directly and adversely affected the public perception of the businesses”, Adoni Media was asked to assist in providing expert advice to transport operators who found themselves in a similar situation.
The brief was for Adoni Media to help operators and business owners navigate media enquiries, social media commentary, and avoid potential reputational damage in the wake of an incident.
As NTI’s National Heavy Motor Product Manager – Fleet, Brooke Carwell, said: “We thought that we could do more for those customers to help protect their business branding”.
“Following the claim, our team put those customers in touch with our long-term trusted partner and PR team, Adoni Media, to provide assistance in dealing with the media or queries from social media that ensued…We decided all NTI customers should have access to this benefit in the event of a high-profile incident”.
The crisis communications support is now offered to any NTI customer involved in a crash or incident, with Adoni Media’s team of crisis communications experts on call to respond immediately.
THE RESULTS
Adoni Media has been the on-call crisis communications agency for major road incidents involving NTI-insured vehicles since 2021. Owners and operators range from very small, family-run operations, through to national industry giants.
The Adoni Media team has helped advise owners and operators what to do if the media is in contact, given advice on how to avoid media scrutiny and protect their brand, liaised directly with journalists on their behalf, and created and distributed statements for media outlets to include in their stories.
This crisis communications support has helped put an end to media coverage around some incidents, corrected facts, and helped to share the truck driver’s perspective.
When Adoni Media was retained as NTI’s PR partner six years ago, part of the PR brief was to help shape the narrative surrounding trucks and transport. Traditionally, media coverage would infer incidents were the fault of the truck driver. Through NTI research, we know overwhelmingly in fatal and other major crashes involving a car and truck, the car is at fault. Adoni’s quick crisis response has led to more sensitive, and accurate media reporting around the many different causes of crashes on our roads.
Through expert advice, fast and direct action, and gentle coaching, Adoni Media has helped transport and logistics owners and operators navigate what may be some of their worst experiences, to protect the reputation of these businesses and the wider industry.