Print has an exciting story to tell … why is no one telling it? asks James Cryer

Let's stop being bashful and get our voice into the marketplace, says Print21 columnist James Cryer, who used the Easter break to write another manifesto on how the industry can raise its profile.

Our industry has recently been entertained by the ping-pong ball contest over the carbon tax – to be, or not to be. And I don't care if you agree with me, or, have your own crack-pot ideas. That's not the point.

The point is, for the first time, we've seen our industry vehemently express its views on something that is not directly print industry-related.
I see this as a good thing, as our industry struggles to re-join the real world.

Over Easter we've seen various religious leaders pontificate on such topics as global warming and extreme weather events.The fact that they may be talking through their hats doesn't seem to concern them. They're also (like us) struggling for relevance in a changing world, and they've realised that while climate is, strictly speaking, outside their normal religious ambit, if they don’t join the fray, they'll be regarded as irrelevant, antiquated relics of a bygone era.

Sound familiar?

But those of us in print, of all people, should recall Beatrice Warde's words, describing the printing industry as "fearless" and an "incessant trumpet", where "words may fly abroad". Instead, we could be accused of being timorous little church mice, too frightened to speak our mind publically, as if that's not our role. (Aren't we in the communications business?)

We've convinced ourselves of our own irrelevance by walking away from our role as content generators. We're happy to print stuff, but we're uncomfortable in generating new ideas, proclaiming our position, sticking our neck on the line.

Some heretics even question the word "print" as being a bit so last century. Let's have the debate!

This is why the carbon debate has been a turning point in many ways. We should take the lead and become more assertive in expressing our views – as an industry – on a whole range of topics.

It may have been acceptable to have kept a low profile for the past few centuries, but we now have to compete with far more vocal, pro-active and assertive industries who are making a bigger noise than us on many fronts.

Issues such as the environment, attracting school-leavers, print versus the internet are just some of what needs to be addressed. And what about the establishment of a sovereign wealth fund? Are we in favour or against? Apprenticeship training? Are we happy with the present dog's breakfast? Immigration?

Phil Lawrence proudly tells us we're one of the most environmentally clean industries (an over 90 per cent improvement over the past decade). Who are we telling? Certainly not the mainstream media. Why haven't we been sending press releases to Paddy Manning, the Herald environmental writer in the business section? Other industries do. (Maybe we need a PR person in PIAA?)

We hold an extravagant back-slapping series of print awards events throughout the year. Where is the leverage we gain from promoting these showcase events to the wider public? To schools? To the media? NZ does it, maybe we could too.

To attract school-leavers we could create a website showing all the new and exciting aspects of print. It could include videos (like YouTube), interactive displays (build your own magazine/label/carton/POS display/mailing campaign … anything!) – along with contact details: offset, packaging, magazines, out-door displays, etc. Kids only think online – so don't fight 'em, join 'em, in the strategic use of on-line media.

The role of industry associations is undergoing a transformation. We need less economic forecasting and more unabashed self-promotion. The attention is now on "branding" for the industry (see the PIAA's formation of a special-interest group to address this issue).

But at least we've made a start on telling the most exciting story never told.