Seizing the Opportunity to Discuss Network Realignment is a Good Strategy

The following is a postal perspective by PostCom Vice President (and "former savvy postal reporter") Kate Muth. The views expressed are solely the author's.

After last week’s Board of Governors meeting, the Postal Service’s Chief Financial Officer Dick Strasser briefed a room full of reporters and others about the strong year-end finances. It was a very interesting briefing, and not only because we got to hear the usually financially pessimistic CFO say the words “a very good year” when characterizing FY 2005. 

Strasser also seized the opportunity that a roomful of reporters presented to discuss the rationale behind the Postal Service’s network realignment plan. And he did it in a concise and understandable way. Not only that, he played to his strengths by tying it in with the financial discussion at hand. Strasser referred to the chart he had provided to the BOG at its open meeting. The chart showed a 3.8% decline in single piece First Class Mail volume in 2005. It also showed a 3.9% increase in First Class workshared mail.  

Using this chart as a launching pad, Strasser noted that the ongoing decline in single-piece First Class Mail means “we simply don’t need to operate as many originating processing plants as we used to.” He went on to note that the mail mix is not the same as it was when USPS facilities were built. The growth in Standard Mail indicates that mailers are doing more worksharing. Mail is entering the system closer to destination, so fewer originating processing facilities are needed. It makes sense for the Postal Service to consolidate that portion of its operations and gain efficiencies in the system, he said. 

Whether Stasser’s well-timed comments were at the urging of the communications folks – and part of a broader communications strategy -- or the CFO took it upon himself to seize the opportunity, kudos. It seems a good strategy to employ, especially when you have the attention of the mainstream media. It would be great to hear USPS officers discuss the “whys” behind the network realignment at every public opportunity they get. The rationale makes sense and when explained succinctly, well, even reporters can understand it. (And maybe “visuals” wouldn’t hurt.) 

However, when the press and customers only see reports of the network consolidation coming from the union, it makes folks wonder what is going on. Is there a communications strategy or is the USPS letting the unions dictate spin? Why not bring customers in the loop earlier? As postal partners, they can help sell the rationale. And wouldn’t it be useful when dealing with Capitol Hill if the USPS had a partner who could counter union rhetoric in a congressman’s home district?  

Of course, Strasser’s good news on the 2005 financials might have overshadowed his comments on the network realignment. (How lucky for PostCom members that a savvy former reporter sat in on the briefing and picked up on the comments.) However, if the USPS decides to employ this communications strategy regularly, a better understanding of the network realignment plans should take hold in the public’s consciousness.