In presenting the 2006 President's Invitation Lecture " A Shipowner's View of Standards", David Koo, Chief Operating Officer of Hong Kong based Valles Steamship Company, stated his belief that the different sectors of the maritime industry needed to work closer together to improve the industry's image.
He compared the different images which the airline and maritime industries enjoy. Both are in the transportation business, yet they are perceived so differently. When you see new stories about airlines they are usually about shiny planes, new airports and yes ...on-board entertainment systems! About ships .. you think of oil polluters, dead birds and ships broken in two. Why? Simply because the airline industry is seen by the general public as having embraced a "quality" culture due to their more aggressive public relationship campaign which stresses safety and reliability, whereas the shipping industry became synonymous with a "minimum" culture. Unfortunately, the media has no interest in ships unless it is negative news. Therefore, the shipping industry has to be more proactive in promoting and projecting an image as a responsible and conscious industry.
He concluded the Lecture by noting that not only is transportation of goods by sea the safest form of moving goods when measured by volume or tonnage - it is also the most efficient and the cleanest, and quoting William A. Foster"
"Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives."
Download full text of the 2006 President's Invitation Lecture (pdf file)
