Expansion of school bus transportation in the 21st century hinges on the industry's efforts to promote its achievements and to erase widespread misconceptions.
An annual questionnaire can also serve as a strong public relations tool.
The message that most often gets to the American public about school bus transportation is consistently negative. Thus, when a tragedy occurs, there is no residual good will to discourage overreaction.
"Loser cruiser." This is the term a junior high school student used to describe the school bus she rode every day. It got me thinking about our industry's lack of commitment to improving the image of the yellow school bus to the people who really matter — students.
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