Finding our voice

At the recent ACAPMA Conference in Hobart, ACCC Petrol Commissioner Joe Dimasi was asked to critique the fuel industry and its representative associations. His view: the industry has no voice.

Although he was not trying to put us down – it was a candid comment intended to help us do better – I must say my first reaction was annoyance rather than surprise.

I was annoyed because only three years earlier, at a combined APADA and AACS dinner in Sydney, the former Australian Government energy minister, Ian Macfarlane, came to the same conclusion. Mr Macfarlane used the example of the Pharmacy Guild, which he believed was effective at gaining the attention of the public and politicians alike. He indicated that, unless fuel industry associations acted in a similar way, we would have no bearing on public policy.

This year’s ACAPMA conference also heard from Jeff Oughton, former CEO of the Australian Bankers Association, who believes that petroleum distribution and petrol convenience mean more to the Australian community than just fuel, both economically and socially. He argued that, until the industry finds its boarder context, it will not influence the wider community. As Jeff put it, ‘public perceptions are the reality’.

If, in politics, perception is reality, there is no political capital in supporting the fuel industry; there is only political kudos in joining in and kicking industry participants! We need to change perceptions.

As this year ends and another begins, will we continue to be the definition of insanity - doing nothing, then being surprised when nothing changes? Or, will we have the purpose to do something different?

If we don’t do something different, there is no way we will be influencing the main game. According to the current Australian Government energy minister, Martin Ferguson, ‘clean, adequate, reliable and affordable energy is fundamental to Australia’s economic prosperity’. This immense public policy and business challenge was defined during his Energy State of the Nation report in March 2008. The minister also clearly outlined his ‘top priority’ as providing the leadership to get policy right that will deliver ‘open, competitive markets and investment certainty’.

Delegates at the ACAPMA conference clearly indicated a desire for their association to work towards achieving the best policies, and to change community perceptions of the fuel industry. With this resolve and a national membership, we will be effective in this vital role.

But first we need to do our homework. By understanding the industry’s key relationships and impacts in the workplace, the marketplace, the environment and the community, we will be able to align our messages and priorities with society’s broad objectives.

When telling the world about ourselves and our contribution, these key messages will be explained in uncomplicated language based on principles and facts. This includes answers to the difficult questions – the ones that get the media’s attention.

Taking our message from the grassroots to public policy will require talking to our ‘traditional adversaries’ – consumers, motoring associations, and governments. Dialogue of this nature is about agreeing (and disagreeing) principles, clearly understanding stakeholders’ positions and building goodwill.

Being well-informed and communicating effectively with others is the only way we can ensure the open, competitive market and investment certainty that is fundamental to a prosperous future in the fuel industry.

Nic Moulis is the General Manager of the Australasian Convenience and Petroleum Marketers Association (ACAPMA). ACAPMA is an employer association representing the interest of distributors and retailers in the Petrol and Convenience industry.