SBF 70 years logo
MenuMENU
SearchSEARCH

Public awareness: It's not going to drive itself

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.

by Michael J. Martin
April 1, 1999
5 min to read


I can hear my dad as if he were still standing next to me. I was trying to figure out how to fit a 19-inch black-and-white television into a 1970 VW Beetle that was already stuffed with things that I absolutely had to have at college. The problem was that the only place I could fit the television was on the driver's seat, which meant that there wouldn't be enough room to fit my six-foot-six frame behind the wheel. "It's not going to drive itself," he said. As I began the arduous task of unpacking and then re-packing that little red Bug, I thought about the lesson my dad was trying to teach me. He didn't offer any advice, which meant he thought the answer was within my grasp. Nor did he offer to help, which meant he thought I had the power to control my own fate. In short, the lesson he was trying to teach me was that no one can solve your problems except you.

We need to find a solution
Ironically, the school transportation industry faces a "little red Bug" dilemma of its own right now, and the essence of the solution is the same. The American public seems to form opinions about child safety issues based on anecdotes that occur close to home, or what they've heard from friends and co-workers, or from television. This is especially true of school bus safety. Hence, in a community where there has been a recent school bus-related fatality, there is likely to be sentiment that "more needs to be done" to make school buses safer. This is likely to be true, even if it's the first such incident and the crash involved catastrophic, inescapable circumstances. Like it or not, this is the unalterable reality of school bus transportation. In fact, school bus transportation is such a socially sensitive public policy issue that any school bus-related incident, especially one involving fatality or serious injury, typically results in "bright light" media interest. School bus news, therefore, tends to be ad hoc and frequently reactive as well as defensive. As a consequence, 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. In spite of this obstacle, the American public probably has a very good overall impression of school buses and their safety record. But most give little thought to school bus safety because school transportation professionals do their job so well and because school bus transportation is connected to an aspect of their community, i.e., educating children, that they overwhelmingly support politically. School buses are so safe, it seems, that nobody really cares about them. The only consistently positive impressions of school bus transportation come in the form of routine back-to-school or National School Bus Safety Week messages. These stories, however, are so lacking in genuine news value that they are either ignored by the news media or covered superficially out of a sense of obligation. As a result, these stories have no staying power, if they're even heard at all.

Ad Loading...

Let's speak up for ourselves
Because of this, NAPT President Don Carnahan thinks that the school transportation industry needs to recognize another unalterable aspect of reality: "No one is going to speak up for us if we do not speak up for ourselves," Carnahan says. "We know that school bus transportation is the safest form of ground transportation in America. We need to make sure that the American public knows it too." I can hear my dad as if he were still standing next to me. I was trying to figure out how to fit a 19-inch black-and-white television into a 1970 VW Beetle that was already stuffed with things that I absolutely had to have at college. The problem was that the only place I could fit the television was on the driver's seat, which meant that there wouldn't be enough room to fit my six-foot-six frame behind the wheel. Carnahan's strong feelings are one of the major reasons that the boards of directors of both the NAPT and the National Association of State Directors of Pupil Transportation Services (NASDPTS) are committed to launching a nationwide public awareness campaign to effectively promote school bus safety. Both organizations are convinced that more useful communication with the media and the public at large will encourage a more reasoned response to typical school bus news.

PR initiative in the works
In fact, the NAPT and NASDPTS are so sure that a public awareness campaign is necessary that Carnahan and NASDPTS President Terry Voy are poised to enter a joint agreement with Strat@comm, a nationally recognized public relations firm in Washington, D.C., to launch this initiative imminently. It's expected to be a done deal by the time this magazine reaches you. To this day, my three older sisters and I laugh about my little red Bug story now. Moreover, we have all incorporated my dad's idiom into our daily lives. There's not a problem that we face, either individually or collectively, that doesn't eventually present the opportunity to zing each other with that unforgettable remark, meaning, of course, that no one can solve your problems except you. Only time will tell if my dad's quip will have as big an impact on the public's impressions of school transportation as it had on my sisters and me. But I agree with Don. One thing's for sure. It's not going to drive itself.

Michael J. Martin is executive director of the National Association for Pupil Transportation

.

Subscribe to Our Newsletter

More Management

Graphic showing an empty school bus interior beside a street map, with bold text reading “What’s Behind Industry Inefficiency?” illustrating challenges in school bus routing and transportation efficiency.
Managementby News/Media ReleaseMay 29, 2026

'Our Routes Looked Like Spaghetti': Survey Reveals School Bus Routing Struggles

Transfinder's new data reveals how driver shortages, bell schedules, and community demands are limiting school bus routing efficiency nationwide — and what districts are doing.

Read More →
Graphic featuring the Zonar logo alongside a blue shield and padlock icon, with text reading “Security Controls and Data Protection Practices Now Validated,” highlighting the company’s SOC 2 certification achievement.
Managementby News/Media ReleaseMay 28, 2026

Not Just ‘Trust Us’ Anymore: Zonar Achieves SOC 2 Certification for Data Protection

The independent validation means that Zonar meets high cybersecurity standards to protect customer data across its fleet management platform.

Read More →
Row of yellow school buses parked in a lot, lined up bumper-to-bumper with mirrors extended, photographed outdoors in daylight with trees and buildings in the background.
Managementby Amanda HuggettMay 28, 2026

The 20 Largest School Bus Contractors in 2026

See which private school transportation providers made the list of the largest contractors in 2026, with location, fleet sizes, district contracts, and number of students served.

Read More →
Ad Loading...
Row of yellow school buses parked side by side beside graphic text reading “School Bus Contracting in 2026 – Survey Results.”
Managementby Amanda HuggettMay 28, 2026

School Bus Contracting in 2026: Fleet, Fuel, and Workforce Trends

Shifting fuel strategies, evolving workforce pressures, rising costs, and growing technology adoption define today’s transportation providers. Here’s what the data reveals about key issues shaping the contractor industry.

Read More →
Group of Thomas Built Buses executives, employees, and award recipients pose onstage during an awards ceremony beneath a large Thomas Built Buses sign, with one woman holding a glass trophy at center stage.
Managementby News/Media ReleaseMay 27, 2026

Thomas Built Buses Names Carolina Thomas 2025 Dealer of the Year

The North Carolina-based Thomas dealership is recognized for the second time for its customer support, operational excellence, and industry commitment, as other top-performing dealers were celebrated.

Read More →
Two First Student drivers walking in front of school buses with a Teamsters logo in the foreground.

96 Teamsters Locals Ratify Five-Year National Contract with First Student

The agreement covers more than 22,000 school bus workers nationwide, delivering stronger retirement benefits, expanded leave protections, and new safeguards for onboard bus surveillance technology.

Read More →
Ad Loading...
hopskipdrive whitepaper
SponsoredMay 26, 2026

The Essential Handbook for Safe Alternative Student Transportation

Your district's "exception riders" — students with IEPs, those experiencing homelessness, foster care youth — deserve more than a middleman solution. This handbook breaks down exactly what to look for in a supplemental transportation partner: from driver vetting and regulatory compliance to proactive safety technology. Because getting a ride isn't the same as getting a safe one.

Read More →
A red, white, and blue graphic with pictures of Tracy Voigt and text reading "Honoring U.S. Veterans: Tracy Voigt's Story."
Managementby Elora HaynesMay 25, 2026

How Does Military Logistics Experience Help Keep Students Moving Safely?

See how Army veteran Tracy Voigt went from coordinating construction and logistics in Afghanistan to leading school transportation operations in Minnesota in this National Military Appreciation Month profile.

Read More →
School bus driver stands in the doorway of a yellow school bus during the New York School Bus Contractors Association roadeo event, with dark storm clouds in the background and the NYSBCA logo in the corner.
Managementby News/Media ReleaseMay 24, 2026

New York School Bus Contractors Association Announces 50th Roadeo Winners

Winners, photos, and highlights from the 2026 NYSBCA School Bus Driver Safety Competition, where drivers across the Empire State showcased safety skills and precision behind the wheel.

Read More →
Ad Loading...
An orange and red graphic with text reading "Surface Transportation Bill Moves Forward."
Managementby Elora HaynesMay 22, 2026

The BUILD America 250 Act Has Big Implications for School Buses, Too

Buried within a sweeping federal transportation bill are provisions that could affect school bus driver requirements, illegal passing enforcement, and even the future role of autonomous technology in pupil transportation.

Read More →