7 questions with NSSGA’s Bailey Wood

The National Stone Sand & Gravel Association (NSSGA) brought Bailey Wood on board earlier this summer as its vice president of communications. Wood joined NSSGA from the National Automobile Dealers Association (NADA), where he was responsible for much of NADA’s policy-related communications, handling environmental policies, tax and regulatory matters.

For NSSGA, Wood will be a key leader as the association implements a strategic plan to grow the scope and influence of the aggregates industry and refortify U.S. infrastructure. Pit & Quarry caught up with Wood to ask him about the association’s strategic plan, highway funding and more.

P&Q: What is your first impression of the aggregates industry?

Bailey Wood: Pennsylvania is one of the top three states for aggregates production and, growing up in the central part of the state, I was keenly aware of the local presence, including those facilities owned by Pennsy Supply, now a subsidiary of Oldcastle. I have seen firsthand the incredible impact that stone, sand and gravel producers have on their local communities and the nation as a whole, and I am acutely aware of the contributions made by aggregates producers to their communities in terms of environmental stewardship and community service. Direct jobs and local tax revenues are a clear result, but the positive economic impact of a quarry ripples through many communities and the nation.

Sadly, our industry is taken for granted. Turning that perspective around is one of our key communications goals. Few realize the important role aggregate producers play in providing the essential raw materials to construct the finest homes, buildings, roads and bridges and to manufacture everyday consumer products. It’s an industry that contributes to the safety, security and economy of the nation.

If the aggregates industry is doing well, America is doing well. We have a great story to tell the public. By doing so, we can advance the issues important to us in Congress, bring in new members and promote the aggregates industry as a whole.

P&Q: You’ve been on two sides of policy development, having served on Capitol Hill as a staffer to three members of Congress, the House Policy Committee and the House Homeland Security Committee. You also have seven-plus years of experience with an industry association, having lobbied for members of the National Automobile Dealers Association. In your experience, what impact do associations ultimately have on policy development? Are their voices truly heard?

BW: Trade associations are powerful voices when it comes to policy development. Truly effective lobbying, though, comes from grassroots. This means direct member-to-Congress communication. We must build that relationship at the local level first. It is powerful to have a representative or senator out to a quarry. It makes a real impression when they see firsthand how our operations work or how a specific regulation can impact our ability to create jobs and grow our economy.

We will focus our internal communications efforts on accomplishing that goal. By engaging aggregates producers on key issues through the media and our own communications channels, we can get them involved.

Also, we will show how important it is for potential members to join NSSGA. By demonstrating what NSSGA is doing for the industry and how their joining the association can contribute to the success of all aggregates producers. United as an industry, there is little we can’t accomplish.

P&Q: What are the greatest challenges in getting an industry’s voice heard?

BW: The biggest challenge from a communications perspective is finding opportunities to advance our message. The general public doesn’t see the ubiquitous nature of what we produce. Modern society is built on stone, sand and gravel but few notice. By investing in building and construction, we harness a powerful economic multiplier that will accelerate this sluggish economy. Again, if the aggregates industry is doing well, America is doing well.

Through a combination of earned, electronic (videos, infographics, webinars, etc.) and social media as well as paid advertising, we reach the key audiences that will help us advance our goals as an industry.

P&Q: NSSGA unveiled a strategic plan for the aggregates industry earlier this year in Rocks Build America, which includes four objectives. One of those objectives is to “strengthen NSSGA’s legislative advocacy leadership role and effectiveness in the construction materials sector.” Can you share some examples of how NSSGA is carrying out this objective?

BW: Advocacy is “job one” for NSSGA. We are already a powerful voice for the materials sector but we can be stronger. Part of our team’s mission is to create the right environment for our government relations professionals to accomplish their goals by more effectively and strategically communicating with the right internal and external audiences. Engaging the right reporter at the right publication at the right time, placing an editorial in a local newspaper of an influential member of Congress, having a cohesive message that drives understanding of our industry, alerting our members that a key vote is coming and asking them to weigh in with their congressmen and senators are just a few examples of what we will be seeking to accomplish.

In the short term, we invite all aggregates producers to participate in the upcoming Highway Materials Group Fly-In scheduled for Sept. 9-10 in Washington, D.C. The Fly-In is sponsored by NAPA and NSSGA with support from NRMCA and AEM. Registration is open and available on our website at www.nssga.org/events/.

P&Q: Now that a highway funding patch is Congress’ solution, what actions does the association plan to take moving forward to help achieve a long-term highway funding solution?

BW: Grassroots mobilization is the most effective way to accomplish the legislative goals and NSSGA’s Aggregates in Action grassroots program is actively assisting our members with information, materials and calendar of events to become more influential advocates for the aggregates industry. Our goal from a communications perspective will be to impress upon our members the urgency and importance of their efforts to get the job done.

In terms of policy, we need to communicate to both Congress and the public that an all-of-the-above approach to fund our nation’s infrastructure projects is the right path. Due to the partisan gridlock in Congress, a single “magic bullet” approach won’t make it through the legislative process. No congressman wants to take that tough vote ­– especially in an election year – but there may be an opportunity in a post-election or “lame duck” session of Congress.

P&Q: How does NSSGA plan to measure the success of Rocks Build America, at least as it relates to highway funding? Does the association have a specific legislative achievement in mind beyond May 31, 2015, when the 10-month, $10.8-billion Highway Trust Fund patch will have expired?

BW: Rocks Build America is a strategic initiative to grow both the scope and the influence of the aggregates industry and NSSGA. It is far more than just a numbers game or a single issue. It is a strategic and multifaceted effort to grow all aspects of NSSGA while creating the right environment for all of our members – big and small – to prosper.

Stable, long-term highway funding is the top policy priority of our members, but we also recognize that the unintended consequences of some regulations could put some smaller aggregates producers out of business. Our members expect NSSGA to be a strong and persuasive voice for the aggregates industry – on a range of issues, not just one.

P&Q: Safety and health are components of Rocks Build America, as well. What are NSSGA’s specific plans in this area, at least as they relate to the association’s strategic plan?

BW: The plan also calls for NSSGA to push for the best possible environmental, safety and health regulations. Well-intentioned but overzealous regulations can wreak havoc on an industry and we want to prevent that from happening. This includes working for a meaningful dialogue with our regulators, while encouraging effective oversight from Congress.

We will also need to communicate with the industry on how new regulations and interpretations impact their businesses. Aggregates producers will most certainly prefer to hear about compliance issues from NSSGA rather than when the next MSHA inspector visits.