Thursday, January 03, 2013
Among nearly hopeless causes, this one takes a front rank. The US should have gone metric more than 100 years ago but it didn't and now there is less chance than ever that it will. Nevertheless, the US Metric Association continues to call for the country's conversion to the worldwide standard for measurement. This raises a question for PR practitioners. What kind of program would it take to convince politicians, manufacturers and the American public that it is time to think centimeters and meters rather than inches and yards? One is talking billions of dollars and years of transition. Just conversion of road signs would be a monumental effort. It is little wonder then that there is no impetus to make the step even though the US is out of sync with the rest of the world. Planning alone for a communications program would take years and implementation decades. Should then the US Metric Association give up the cause? There is always room for quixotic pursuit and who knows, maybe some day the country will change.