Issue link: http://psai.uberflip.com/i/1007999
P AGE 13 W EEKLY EDITION JULY 25, 2018 Less tangible but perhaps more ambitious are the ideas about repositioning the entire industry. One of the things that really attracted me to the work here is the potential for moving public thought and sentiment beyond the simple perceptions of the u nsightly, unsanitary portable toilet. There is much more the PSAI and the industry have to offer, and spreading positive messages rather than allowing negative ones to fester is now a priority. "It doesn't HAVE to be something inherently unpleasant," says one line in the Operating and Budget Plan. There are other areas to emphasize with stakeholders and end users as well, such as water - saving statistics, "green" date and public health impacts. There are several elements in the plan that are specific, espec ially when it comes to the PSAI: • Coordination of message development (what are we saying about our industry?) and outreach (who are we saying it to?) • Connecting the PSAI with new audiences through word - of - mouth and through public messaging campaigns • Fur ther these strategies though letter - writing campaigns, media outreach and social media None of this can be done willy - nilly or overnight, and these goals are just a start to changing the image of portable sanitation around the world. But perhaps the most important aspects of the Plan regard the operators and suppliers, both Members and non. These involve everything from talking to customers to building a groundswell of support from end users to raising awareness of global - market opportunities, new technolo gies and "connecting the dots of responsibility." Has a nice ring to it, doesn't it? Very few organizations sit at a moment like this where the potential for the greater good is so fertile, and I'm truly looking forward to the coming year. At the very l east, I now know what to say at my high school reunion. Repositioning the Industry ANDERSON CONTINUED FROM PAGE 13