You know you need PR when...

If you've been reading the Toronto Star lately, then you;re probably aware of the ongoing pouring-in of stories from readers experiencing billing issues with the foreign-owned Toll Highway.

Originally planned as a bypass route through Toronto, the 407 was leased by the province to a private group in 1999 for $3.1 billion over a 99 year term. The highway currently has an estimated value of over $10 billion.

As much as I would love to rant about the government's very poor decision to sell the 407, I'll do my best to stay on topic.

According to the 407 ETR website, a motorist enters a contract with 407 ETR as soon as they get on the highway. Terms and conditions are automatically accepted even though the only way to read them is either on their website before your trip or on the back of an invoice.

The Star began an investigation of the 407's billing practices after a number of readers wrote to complain about receiving unexpected bills or bills with a great deal of interest attached to them. The 407 has so far been uncooperative in responding to complaints.

In this morning's paper, the 407's owners sent out a message to consumers who questioned their billing practices: Don't drive on our highway.

I am not a Public Relations expert, but I think that perhaps the 407 needs to reconsider their statement.

I drive on the 407. There are times when I find it faster and more convenient and under those circumstances, I don't mind paying a few dollars for the convenience.

That said, there is always an alternate route, and many people will put a priority on pride over a shorter commute.

The problems with the 407 are largely a direct result of the province's decision to sell and will likely get worse should the parent company not consider a more friendly approach (or failing that, some form of government intervention).

I've been fortunate not to have any billing issues with the 407 (other than my issues with the cost in general) but based on their recent comments, I am strongly considering using alternative routes.

In the interim, the 407 needs to address these billing issues and start working on a plan to regain consumer confidence. If anyone over there wants to give me a call, I can recommend a few great PR agencies.