From labor shortages to supply chain challenges to our ongoing work in the pavement industry, we are constantly reminded of the changing dynamics of our landscape. To adapt to these changes, organizations both large and small continue to rely on longstanding practices that are core to their identity while also introducing innovative elements to their processes and brand that position themselves differently in a new era.
Industry leaders, who are also members and leaders of the Pavement Coatings Technology Council (PCTC), led the way for change to reflect the environment. Just nine months after long-time leader Anne LeHuray, an industry icon and nationally recognized scientist, retired as Executive Director, the organization continued to reinvent itself while simultaneously retaining those elements that continuously support the industry.
Of the many benefits PCTC offers to the pavement coatings industry is LeHuray’s expertise in coatings technology and science. More specifically, her tenure as an expert in polyaromatic hydrocarbons, commonly referred to as PAHs, a class of chemicals commonly found in some everyday products but also found in coal, crude oil and gasoline. To ensure PCTC continues its legacy of providing scientifically backed information, leadership decided to contract LeHuray as its scientific officer for the foreseeable future.
In addition to retaining LeHuray on a part-time basis, PCTC hired Brian Riggs as its Executive Director. While Riggs does not come from a scientific background, his history in assisting professional societies in marketing, brand development and communications is a perfect complement to the traditional and scientifically oriented Council. Together, Riggs and LeHuray will mine original and primary content to develop a public facing awareness campaign that both educates and informs. The goal is to formally launch this campaign by the end of 2021.
To accompany this shift in approach, PCTC also recognized the need for its members, who are spread out across the United States, to have a contemporary place where they could readily access information, exchange best practices, and connect with scientists, contractors, and other industry stakeholders. Their new digital headquarters can be found here (pctc.memberclicks.net). This new digital headquarters allows all stakeholders an opportunity to access the breadth and depth of files that have catapulted PCTC as the thought leader in the industry.
Finally, no transformation can be complete without a new look and feel. The new PCTC logo was formally adopted shortly after the transition. As our industry continues to evolve, so must the organizations that represent the best interest of our stakeholders.
