the print industry fights back - national economic and...

The story of Ireland's Print & Packaging Forum

The Print Industry Fights Back

II · the print industry fights back

section title goes here

Contents

Acknowledgements 2

Summary 3

Introduction 5

Industry profile 8

The Forum and ‘A Developing Future’ 13

Sector-level partnership in practice: Fostering trust and positive industrial relations 15

Jointproblemsolving 18

Apartnership-basedapprenticeshipmodel 19

Educationandtraining–atalllevels 22

Publicprocurement–anongoingconcern 24

Looking to the future 27

� · the print industry fights back


Acknowledgements

Iwouldliketoacknowledgewithgratitudeeveryonewhocontributedtothisreport,inparticularGerryAndrews,DesGeraghty,ShaneMcKeanandTerryCumminsofthePrint&PackagingForum.

Throughtheirhardworkanddedication,theyhaveshownhowapartnershipapproachcanbedeployedtohelptackletheseriouschallengesfacinganentireeconomicsector.Wewishthemwellintheirongoingendeavourstobuildaproductive,competitiveandhigh-qualityprintandpackagingindustryinIreland.

Itisoftensaidthatinnovationincreasesintimesofcrises,andtheForumstandstestamenttothisobservation.Intheseexceptionallydifficulttimes,itistobehopedthatothersectorsfacingsimilarchallengestothoseinprintingandpackagingwillbeabletodrawontheForum'sexampleandexperiences,andtodevelopinnovativeandcreativeresponsestothecurrentdownturninacollaborativeandparticipativemanner.

ThanksalsotofreelancejournalistTonyDobbins,whodraftedthisreport,andtomyNCPPcolleagues,ConorLeesonandDamianThomas,foreditingandoverseeingdeliveryofthefinishedproduct.

Lucy Fallon-Byrne Director NationalCentreforPartnership&Performance


Summary

A 'model of social partnership at work'

ThePrint&PackagingForumwasestablishedin2004toaddresstheseriouscompetitiveproblemsfacingtheprintingindustryinIreland.Itisbelievedtobethefirstexampleofasector-widepartnershipinitiativeintheIrishprivatesectorencompassingallofthemainstakeholders:employers,tradeunions,statebodiesandeducationalinstitutions.ItarosefromtherecognitionbykeyfiguresintheindustrythatsomethinghadtobedonetoensurethatprintinginIrelanddidnotgothesamewayasothertraditionalsectorssuchasthetextileindustry.

Sinceitsinception,theForumhasgeneratedanumberofmutual-gainsoutcomesthroughjointproblem-solving,mostnotablyaradicalredesigningandmodernisingoftheapprenticeshipsystem.Inthisregard,theForumhasconsolidatedallfourofthepreviouslyseparateprinting-relatedtradesintoone,clearlyidentifiableapprenticeshipcourse,calledthe‘PrintMediaTechnician’pro-gramme.Intermsofindustrialrelations,althoughtheForumdoesnotaddressspecific,company-levelIRissues(focusinginsteadonbroaderindustry-widestrategicissues),itsworkappearstohavehadapositivespin-offeffectbyenhancingtrustbetweenthekeystakeholders.

TheForumfacesanumberofsignificantchallengesintheshorttomediumterm.Theseincludepersuadingmanagementandunion‘traditionalists’toembracechange;improvingeducationandtrainingacrosstheindustryandrightuptoseniormanagementlevel;marketingtheindustrymoreeffectivelyandlobbyingGovernmentforalevelplayingfieldonpublicprocurementandtenderingissues.

Its work appears

to have had a

positive spin-off

effect by enhancing

trust between the

key stakeholders.



‘Es waren zwei Tage-

diebe gewesen, die

weiß woher kamen,

Knoten in die Bäume

machten und die Lei-

tungsanschlüsse ver-

tauschten, so daß aus

den Steckdosen plöt-

zlich Wasser rieselte.’


Introduction

TheadventofthePrint&PackagingForumrepresents

arguablythefirsttimeintheIrishprivatesector

thatrepresentativesfromthemaininterestgroups

–employers,tradeunions,semi-statebodiesand

educationalinstitutions–havecometogetherona

quadripartitebasistoattempttoresolvejointlythe

challengesfacingaspecificsectoroftheeconomy.As

such,itrepresentsaninnovativeandpracticalexample

ofmutual-gainspartnershipatsectorallevel,andmay

provideinsightsforotherindustriesexperiencingsimilar

competitivechallenges.

TheForumisthebrainchildofGerryAndrews,aformerpresidentoftheIrishPrintingFederation(IPF),asectoralbodywithintheIrishBusinessandEmployers'Confederation(IBEC).Thebackgroundtoitsestablishmentwasanindustrythatwasseverelydivided,withlittleunityofpurpose,co-ordinationofactivitiesorstrategicdirection.Furthermore,thenumberofapprenticesenteringtheprintingtradesatthattimestoodatanall-timelow.

TheForumwasthereforeestablishedasasectoralstrategicinitiativetoconfrontthemainchallengesfacingtheindustry,including:

p heightenedcompetitionfromoverseascompanies

p significantdeficienciesinmanagerialandtechnicalskills

p atraditionalcommand-and-controlmanagementculture

p adversarialindustrialrelations

p excesscapacity

p over-relianceondomesticmarkets

InthewordsofGerryAndrews,“TheForumisaboutthesectorfightingback…toensuretheIrishprintingindustrydoesnotgothesamewayasourtextileindustry.”

The reasoning behind

the creation of the

Forum was that the

industry was severely

divided, with little

unity of purpose,

co-ordination of

activities or strategic

direction.

DesGeraghty,aformerpresidentofSIPTUandnowindependentChairmanoftheForum,echoesthesesentiments.“Itooktheviewthatthesectorcouldgothewayofthetextileindustry,thatitcouldactuallybewipedout.Iwasanxiousthatwedevelopahighlevelofco-operationandpartnershipbetweenthemainplayers.Therewerealotofhistoricbarrierstobeovercome.”

Otherkeyfiguresonthetrade-unionsidealsorecognisedtheneedforchange,especiallywhenfacedwitharisingtideofcompetitivepressuresandnewtechnologies.ShaneMcKeanoftheIrishPrintGroupwithinSIPTUcitestheexampleofIndependentNewspapers,wherehewasformerlyFatheroftheChapel.“ItwasrecognisedbyunionrepresentativesintheIndothatratherthanjustwaitformanagementtointroducenewtechnologies,theyshouldapproachmanagementtodiscussit,asopposedtowhathappenedintheUK,whereunionsburiedtheirheadsinthesandandallowedmanagementtocomealongandhackthem.”

AccordingtoMcKean:“WhentheForumwasfirstmooted,theunionscouldseewhatwashappeninginthetrade–threatsfromChina,EasternEurope,Indiaandsoon.Therewasaclearunderstandingthatoutsourcinghadhadadetrimentalimpactontheindustrygenerally.Wehadwitnessedthelossofhundredsofjobs–eighteenprintinghouseshadcloseddowninthegreaterDublinareainthepreviouseightyearsalone.Wehadachoice:wecouldliveinavacuumoropenitup.”

Inessence,theForumwasestablishedtoensuretheverysurvivaloftheIrishprintingindustry.

“The Forum is about

the sector fighting

back… to ensure

the printing industry

does not go the

same way as the

textile industry.”

�

introduction

Print Irish: A call to armsThe Forum has developed a new brand identity (left) for the Irish printing industry.

Due to be launched in Spring 2009, all Irish printing firms will be encouraged to use the new logo as a means of demonstrating the quality and capabilities of our indigenous Irish printing industry.

The logo will be used to build industry awareness and to unite the printing industry under a common flag.

The Forum intends to market the Irish printing industry extensively in the coming months under the new brand, and ambitious plans are currently being drawn up in this regard.



‘Die waren gekom-

men und hatten den

Mittwoch mitgenom-

men. jetzt kam auf den

Dienstag gleich der

Donnerstag, man kam

ganz aus der Reihe.’


Industry profile

TheIrishprintingindustrycurrentlyemployssome17,000

peopleacross750companiesthroughouttheState.

Traditionally,ithasbeenahighlyfragmentedsector

witheachindividualcompanytending,untilrecently,

tooperateandexistinisolation.Themajorityofthese

companiesaresmallfirms,andaverageper-company

employmentacrossthesectorisaround45people.Almost

halfofthoseemployedaregeneraloperativeswhile

one-thirdaresupportstaffandjustoverone-in-fiveare

skilledcraftspersons.

Historically,industrialrelationshavetendedtobeadversarialinnature.Inasectorthatwastraditionallyhighlyunionised,uniondensityhasdeclinedsomewhatinrecentyears,mainlyasaresultofjoblossesintraditionalprintinghousesandtheadventofnew,non-unionemployments.ThisisreflectedinmembershipoftheIrishPrintGroup(IPG),anautonomousbranchofSIPTU,whichfellfrom2,700in1998toaround1,800in2008.Intermsoftrade-unionstructures,therearenowjusttwomainunionsinthesectorfollowingrecentmergeractivity:theIPGandUnite-Amicus.Thereisalsoaregisteredemploymentagreement(REA)settingoutminimumpayandconditionsinthegreaterDublinregionandtheunionsarekeentoseeitextendedtotherestofthecountry.

Ontheemployers’side,theIrishPrintFederation(IPF)representssomefirmsinthesector,asdoestheRegionalNewspapersAssociationofIreland(RNAI).

ThevastmajorityofprintingcompaniesinIrelandareprivate,indigenousandIrish-owned.Manyfirmsarerunbyowner/managers,manyofwhomcomefromacraftortechnicalbackgroundandtendtohavelittleornoformalmanagementtraining.Indeed,thereisaviewwithintheForumthat‘weak’managementinsome,butnotall,instanceshashadanegativeimpactonthestrategicdirectionandperformanceoftheindustry.

The vast majority

of printing

companies in

Ireland are private,

indigenous

and Irish-owned.


Thiswasreflectedina2005reportentitled‘ADevelopingFuture:AStudyofthePaper,PrintandPackagingIndustry’,compiledbyFÁSandEnterpriseIreland.

Infinancialterms,theindustry’stotalturnoverin2005wasd2.6billion,withannualexportsofd333million.Thesectorreliesheavilyonthedomesticmarketformostofitsrevenues,whichisreflectedbythefactthattheaforementionedlevelofexportsisamongthelowestofallindustrialsectorsinIreland.However,theemergenceoflow-costproducersinEasternEurope,aswellasinIndiaandChina,hasraisedseriousdoubtsabouttheviabilityofthistraditionalcompetitivestrategy.

AccordingtoGerryAndrews,theonlydifferentiationthatexistsatthemomentbetweenmanyprintfirmsisprice.However,heviewsitas‘flawed’tosolelyfocusonpricecompetitiveness,anddoesnotsubscribetothebeliefthatwagesaretheonlyreasonIrishfirmsarelosingouttoforeignsuppliers.Hebelievesthespotlightshouldbetrainedonotherfactors,inparticularimprovedresourcemanagement(i.e.people,technologyandproductionprocesses)andthedevelopmentofvalue-addedservices.

Therehasbeenanotablechangeintheskillsprofileoftheprintingtradesinrecentyears.Numbersemployedhavedeclinedbymorethan25%inthesectorsince2000,andtherehasbeenasignificantreductioninthenumbersenteringtraditional,craft-basedprintingapprenticeships.Technicalandcomputer-relatedskillsarebecomingincreasinglyimportantacrossthesector,asnewtechnologiesenterthemarketplace.

Therearedeemedtobesignificantskillsdeficits,largelybecauseeducationandtrainingprovisionhasnotkeptpacewithtechnologicaladvances,reflectingahistoricallegacygearedtowardsmale,manual,production-relatedmechanicalskillsunderthetraditionalcraft-apprenticeshipsystem.Inthisregard,thegenderbalancehasrecentlystartedtoshift,withincreasingnumbersofwomenenteringtheindustry.Forthesereasons,reformoftrainingandeducationhasbecomeavitalissue.

Technical and

computer-related

skills are becoming

increasingly

important across

the sector, as new

technologies enter

the marketplace.

industry profile

10 · the print industry fights back

AnotherkeyissuefortheForumistheinterpretationinIrelandofEUpublicprocurementrules,andtheimpactthishasonthetenderingprocessforprintingcontractshere.ThereisawidespreadbeliefacrosstheprintingindustrythatIrishgovernmentofficialstendtointerpretprocurementregulationsinafarstrictermannerthantheircounterpartselsewhereinEurope.Asaresult,thereisastrongconvictionthatIrishfirmsarelosingoutonGovernmentprintingcontracts,andthattheplayingfieldisnotnearlyaslevelasitshouldbe.

Forum Structure and CompositionThe structure and composition of the Forum is as follows:

The independent Chairman is Des Geraghty, prominent trade unionist and former member of the European Parliament. Having such a high-profile chair, with many years’ experience of industrial relations issues, gives the Forum considerable lobbying clout.

Gerry Andrews, the Forum’s founder, is also its Director, while Terry Cummins of IBEC acts as Forum Secretary.

Membership is comprised of employer representatives from the IPF and the RNAI, including Lorcan Ó hÓbain, Johnny O'Hanlon and Warren Turner. Packaging sector employers are represented by Bobby O’Connor and David Little.

On the union side, employees are represented by Shane McKean and John Whyte of the Irish Print Group (IPG), an affiliate of SIPTU. Brendan Byrne of Unite and Fergus Farrell, formerly of Amicus, also serve as Forum members.

John O’Connor, Kevin Byrne and Vincent O’Leary (Dublin Institute of Technology), Orla Flynn and Peter Dennehy (Cork Institute of Technology), and Anne Morrissey (Dublin City University) represent educational institutions involved in the provision of vocational training to the printing industry.

FÁS (Chris Feeney) and Enterprise Ireland (Kevin Kavanagh and Breege Kennedy) are also represented on the Forum, as is Repak, the Government/industry-sponsored recycling body (Colm Munnelly).

The Forum meets in formal session between eight and ten times per year.

Its first objective was to build representation at national level. Having successfully achieved this, its next goal is to replicate the national structure on a regional basis, resources permitting. To kick-start this regionalisation, it is envisaged that a Munster branch of the Forum will be launched in the near future.

There is a widespread

belief across the

printing industry

that Irish officials

tend to interpret

procurement

regulations in a far

stricter manner than

their counterparts

elsewhere in Europe.

industry profile

11 · the print industry fights back


‘Die Minuten fand

er an die Haltestel-

len, dort verloren

die Menschen immer

ein wenig Zeit, und

schließlich mußte

er sogar hinter den

Sekunden her sein.’


1�

The Forum and ‘A Developing Future’

The‘ADevelopingFuture’report(2005)containsanumber

ofinter-relatedconclusionsandrecommendations

underfourdistinctheadings–humanresources,

marketing,attitudesandefficiency–whichtheForum

hasundertakentoaddress.

Intheareaofhumanresources,forinstance,thereportnotedthattheindustry“doesnotpossessthekeyhuman-resourcecompetencestocompetesuccessfully,”andrecommendedthatactionshouldbetakentoinitiateafundamentalreviewoftheexistingtrainingportfoliointhesector,andtopressaheadwithreformoftheapprenticeshipsystem.Asformarketing,thereportconcludedthattheindustry“lacksacustomerfocusanditisnotsufficientlyengagedinexploitingmarketingopportunitiesinIrelandoroverseas.”Tothisend,itproposedthattheForumshoulddesignacomprehensivemarketingstrategyfortheindustry.ThereportalsosuggestedthatFÁSandEnterpriseIrelandshouldsynchronisetheirvariousformsofassistancetominimiseduplicationandpreventanywasteofresources.Ontheissueofefficiency,thereportconcludedthat,althoughsomefirmsoperatetobest-practicestandardsandaretradingsuccessfully,manycompaniesarestrugglingtosurvive,remainuncompetitiveandarenotactivelyexploitingongoingtechnologicaldevelopments.Toaddressthisdeficiency,proposalsincludedvisitstostate-of-the-artprintingandpackagingplantstolearnfrommodernbestpractice,suchascomputer-basedworkflowsystems.Finally,onattitudes,thereportpointedtoweaknessesintheattitudeofmanagementrelatingtotheabsenceofgoodgovernanceandalackofappreciationofthevalueofstrategicplanning.Torectifythis,recommendationsincludethepromotionoftraininginstrategicplanningforownersandmanagers.

1�

To address this

deficiency, proposals

included visits

to state-of-the-

art printing and

packaging plants to

learn from modern

best practice, such

as computer-based

workflow systems.


1�

Sector-level partnership in practice: Fostering trust and positive industrial relations

Since‘A Developing Future’waspublished,theForum

hasstartedtoaddresssomeofitskeyrecommendations

andhasalreadysecuredanumberofmutual-gains

outcomes,mostnotablyaradicalre-designingoftheold

apprenticeshipprogramme.

TheForum’smainpurposeistobringparticipantsintoasingle,unifiedstructureinordertoformaunitedfronttoaddressissuesofimportancetotheprintingsectorinabroadcontext,leavinganyindustrialrelations‘baggage’outsidethedoor.Initially,therewassomesuspicionfromtheunionsabouttheForumandtheintentionsoftheemployers’side.ShaneMcKeanremarks:“Theunionsclearlyindicatedtoemployersearlyonthatifitwasjustacaseofgettingridoftheapprenticeshipsystem,forexample,ourmemberswouldnotbeco-operatingortrainingpeopleonthefloor.”

TheForumwasviewedasanopportunitytostartfocusingon‘thebigpicture’.Relationshipsquicklystartedtoimprove,andtherewasevidenceofamoveawayfromthetraditionaladversarialbattlegroundbetweenunionsandemployers.Whattranspired,GerryAndrewssuggests,wasgreatermutualunderstandingoftheotherside’srespectivepositions.“Wecanagreetodifferoncertainsubjects,andformopinionsandstrategiesthatmakesense,asaresultofthedialoguethat’stakingplaceintheForum.Therearestilldifferences,ofcourse,butfromamorematureperspectivethaninthepast.Wearenowallcommittedtolookingatthebiggerpictureandagreeinginamorestructuredwayonareasofmutualinterest.”

1�

The Forum’s main

purpose is to bring

participants into

a single, unified

structure in order to

form a united front

to address issues

of importance to

the printing sector

in a broad context,

leaving any industrial

relations ‘baggage’

outside the door.

1�

Andrewsisoftheopinionthatthisfiltersdownintotherestoftheindustry.Ifthesector’sleaderscanagreeonoverallstrategy,thisisreflectedattheleveloftheworkplace.Muchdepends,however,ontheindividualcompany.TheForumagreesanoverallapproachtoaparticularissue,butapplicationatenterpriselevelcomesdowntodialoguebetweenemployersandunionsintheindividualcompanies.Asaresult,therenowappearstobegreaterappetiteforanewwayofdoingthingsamongindividualcompanies.

Intermsofindustrialrelations,employersandunionscometogetherintheForumtoconsiderissuesofstrategicimportancetothesector.AlllocalIRissuesareleftoutofitsdiscussions.Adistinctionisthusmadebetweenlocaldisputes,ononehand,andengaginginproblem-solvingonthebig,strategicindustrialrelationsissues,ontheother.WherelocalIRissuesexist,theyaredealtwithinisolationbytherespectiveunionsandemployers.ThustheForumfocusesonpromotingopendialogueintermsofoverallstrategyfortheindustry.

Onesector-wideIRissuethathasbeenexaminedbytheForumisthebreakingdownoftraditionaljobdemarcation.Theentrenchednatureofdemarcationwasperceivedtoconstituteaseriouscompetitivenessissue,andtheForumsetaboutusingcollaborativeproblem-solvingtechniquestoalterthestatusquo.

Since‘A Developing Future’,thereappearstohavebeenareductionintraditionaljobdemarcationsandgreaterevidenceofnewformsofworkorganisation.Butthisiscertainlynotthecaseacrossthewholeoftheindustry,withthecontinuedpresenceofpocketsof‘old-school’managementandworkersstillconcernedwithdefendingthetraditionalstatusquo.Asaresult,awiderangeofworkstructuresremaininevidenceacrosstheindustry.Somefirmshaverelativelyhighlevelsofflexibleworking,inter-changeabilityandmulti-skillinginplace.Elsewhere,workorganisationislessflexible,andsometimesnotaspracticalorasfeasibleasinsomeofthelargerenterprises.Inshort,thereisno‘one-size-fits-all’approach.

The Forum comes

up with the

overall concept,

but application

at enterprise level

comes down to

dialogue between

employers and

unions at company

level.

sector-level partnership in practice

1�

Onjobdemarcation,DesGeraghtyobserves:“Thereisstillsensitivityfromtraditionalists,adesiretodefenddemarcation.Weshouldn’tgettiedupwithdemarcation.Wewantgoodjobs.Ihaveaviewthatunionsareattheirbestwhenleadingthechangeprocess,andattheirworstwhenresistingit…stickingrigidlytodemarcationandsoon.Unionsneedtoleadchange.”

Meanwhile,GerryAndrewssuggeststhatmuchdependsonindividualmanagers.Heseesworkorganisationasamanagementissueandaresourceissue.Itisthusdowntothecompetenceofmanagementtomaximiseresources.Hebelievesthereisevidencetoshowthatflexibleworkinghasincreased,whichhesaysisadirectconsequenceoftheworkoftheForum.Heconcedes,however,thatthereis“amixedbagoutthere,”andthattheForumisconcernedabouttheworkpracticesofahandfulofcompanieswherethereappearstobeadegreeofexploitationofsomeworkers.“Youarealwaysgoingtogetmaverickorganisations,”hesays.“Noonewouldsubscribetoamodelwhereemployeesarebeingexploited,butnorwouldwesubscribetoonewhereemployersandmanagementarebeingintimidated.Botharewrong.Thereareinstancesattheextremeswherebothapply,butthankfullytheyarefewandfarbetween.”

AlthoughtheForumdoesnotconcernitselfwithcompany-levelIRissues,itsworkdoesappeartohavehadthespin-offeffectofimprovingtrustandfostering‘better’industrialrelationsacrossabroadercanvas,asnotedbyDesGeraghty.“ImadeonethingclearwhenIcamein.IwasnotdoinganythingintheIRarea.I’ddonethatfor35years.Ididn’twanttobedrawnintoconflictsofthatnature.However,IthinkthattheexistenceoftheForumisaboutbuildingtrust.ItbringstrustbackintotheIRarena,sorelationshipsaregoodbetweenthepeopleinvolved.Attheendoftheday,theForum’smainconcerniswithtraining,developmentandeducation…that’sitscorefocus.ButIthinkithasalsohelpedIRinageneralsense.”

At the end of the

day, the Forum’s

main concern is

with training,

development and

education… that’s

its core focus.


1� · the print industry fights back

Joint problem solving Allinall,unionrepresentativesaredeemedtohavearelativelyhighlevelofinfluenceintheForum,extendingtoadegreeofjointdecision-makingoveroperationalandstrategicissuesfacingtheindustry.Indeed,thereisaviewinsomequartersthattheunionshavelargelythesameinfluenceasemployers.ShaneMcKeanthinkstheForumhasbeen“verypositive”intermsoftherepresentationalroleofunions.“IwouldsaywehaveajointroleinthatwewouldseetheForumasapartnership…andemployersarehonouringit.Weseetheunionroleasequal,asimportantasemployers.Wedon’thavehugedisagreements,andifwedo,wesolvethem.IRisleftoutsidethedoor.”

Similarly,GerryAndrewsinsiststheForumisnotsimplyamanagementcreationnorjustaboutpeddlingamanagementagenda,pointingtotheappointmentofaformerSIPTUpresidentaschairman.DesGeraghtyhimselfremarks:“Itisaunion-managementcollaborationthatisworking.Theunionsarerespected,andthereisacommonunderstandingoftheissues.”

Informalityplaysacrucialroleinthe‘behindthescenes’activitiesoftheForum.GerryAndrewsputsitthus:“Itdoesn’talltakeplaceatForummeetings.Thatwouldn’tbeprogress,anditwouldn’tbeappropriatebecauseitwouldbeputtingpeopleonthespot.Peopletakepositionsifputonthespotandthentheyfeelcompelledtodefendthosepositions.Thatisnotaverygoodplatformforrealproblem-solving”.

TheForumisthuscharacterisedbyalargenumberofsidemeetingsandsub-committeesdealingwithissuesrelatingtoeducation/trainingandtechnology.TheForummeetsformallyeveryfivetosixweeks,buttheamountofdialoguethatgoesonbetweenthesemeetingsissignificant.

GerryAndrewsalsoemphasisestheimportanceofkeepingemotionsincheck.“Ifemotionentersintothedebate,commonsensegoesoutthewindow.Wedon’twantemotivedebatestotakeplaceatForumlevelbecauseyouendupwithchaos.Wekeepcomingbacktothenationalfocus.Whatisrightforthesector?Whatisthebigpicture?”

The Forum is

characterised by a

large number of side

meetings and sub-

committees dealing

with issues relating

to education/training

and technology.


1� · the print industry fights back

A partnership-based apprenticeship modelUnionsandemployersbothpointtoaconcreteexampleofmutual-gainspartnershipinpractice:thenew,radicallyre-designedprintingapprenticeshipsystemnowinplace.Agreatdealofdialoguetookplacebetweenalltheinterestgroupsinvolvedintherevisedscheme,whichwasrolledoutinJanuary2006.Itiswidelyacknowledgedtorepresentapracticalcaseofunionsandemployersreachingconsensusinanareaofgreathistoricalhostility–jobdemarcationandinter-changeabilityofworkers.ButfortheexistenceoftheForum,itcouldbeargued,employersandunionswouldstillbeengagedinbattlesoverdemarcation,andpossiblybemoaningthefinaldemiseoftheapprenticeshipsystemasaresult.

ShaneMcKeanobservesthatagreeingchangestothetraditionalapprenticeshipsystemwas“ahuge,hugedecisionforunions...tobringmembersalongwiththatnewwayofthinking.Wecouldhavesaidtoemployers:‘No,whatwehave,wehold’.Instead,weaskedemployers‘Whatareyourneedswithintheindustry?’Weassessedthemandwegotinvolvedinsettingupthenewapprenticeshipcurriculum.Itdoesn’tmeanwearedoingawaywiththetraditionsandhistoryoftheindustry.”Fromaunionperspective,theapprenticeshipshouldremainthebedrockoftraining,andshouldnotbeerodedbytheincreasedavailabilityofalternativetraining–forinstance,throughSkillnetsandvariouslifelong-learningprogrammes.

Theoldapprenticeshipsystemreflectedthefactthattheprintingindustrywasaverytraditionalsector,slowtochangeitsworkpracticesandpopulatedbyunionsthatstronglydefendedindividualroles.

Indeed,battlelinesweretraditionallydrawnoversuchjobdemar-cations.Historically,thesectorwascomprisedoffourspecifictrades:book-binding,pre-press,printingandcarton-makers,eachofwhichwastreatedseparatelyforthepurposesofapprenticeships.

From a union

perspective, the

apprenticeship

should remain the

bedrock of training,

and should not

be eroded by the

increased availability

of alternative

training.


�0 · the print industry fights back

However,employerswereincreasinglyoftheviewthattheoldapprenticeshipsystemsimplywasn’tappropriateformodernindustry,havingfailedtoreflectortakestockofongoingtechnologicaldevelopments.Atthesametime,studentintakeintothesystemwasdroppingdramatically.Consequently,FÁSdecidedthatdemandforapprenticeshipsfromindustrywasnolongersufficienttojustifycontinuedinvestment,andeducationalinstitutions(suchasDIT)tooktheviewthattheycouldnolongerofferprogrammesthatwereneithersupportedbyindustrynorfundedbytheStatetrainingauthority.Asaresult,therewasaveryrealdangerthattheprintapprenticeshipwasonthevergeofextinction.

TheForumsetaboutredesigningthesystemtomakeitmorepalatabletotheneedsofmodernindustry.Itconsolidatedallfourpreviouslyseparatetradesintooneclearlyidentifiablecourse,calledthePrintMediaTechnicianprogramme.Thelengthofthecoursewasreducedfromfouryearstothree.

There-designedapprenticeshiphasremovedtraditionalbarriersacrossthefourtrades.Apprenticesarenowtrainedinallfourtrades,toensuretheyaremoreintunewithtechnologicaladvancementsandtoexpandtheiremploymentopportunities.

Incontrasttotheoldscheme,apprenticesnowspendayearattechnicalcollege,learningtheessentialskillsoftheprintingindustry.Theyspendthesecondandthirdyearswithanemployer.Inconjunctionwiththis,progressisbeingmadeondevelopingadegreecourse(BA)inPrintMediaTechnologyManagement,whichwillfacilitateapprenticeswishingtoadvancetothird-leveleducation.

Inredesigningtheapprenticeshipprogramme,theForumworkedcloselywithFÁStodevelopanewcurriculum.Thismeantthatthenewprogrammewasmoreresponsivetothemodernneedsofemployers,becauseindustrywasdirectlyinvolved,anditalsoreducedthetimeandresourcesspentbyFÁSonthecurriculum.

The redesigned

apprenticeship has

removed traditional

barriers across the

four trades.


�1 · the print industry fights back

Underthenewprogramme,DITnowdeliverstheeducationtoapprentices,FÁSfundsthescheme,andtheprintingindustry,astheend-useror‘customer’,hasgreaterinputinspecifyingitsspecifictrainingrequirements,monitoringtheprogrammeandprovidingfeedback.TheForumhasthushelpedtogreatlyimprovethelinkagesbetweenthevariousinterestgroups.

Thoseinvolvedinthedevelopmentofthenewsystemsaythat,althoughthevariousinterestgroups–FÁS,employers,unions,DIT–stillreservejudgementtosomeextent,therealityisthatthenewschemeisalreadyinitsthirdyearofexistenceandhasexperiencedyear-on-yeargrowthinthenumberofregisteredapprentices.Indeed,theclassof2009representsthegreatestintakeofapprenticesintoasingleDITcourseinmorethan10years.ThereisabeliefthatconfidenceintheworkoftheForumwillbebuiltrapidlyonceitishasbeenseentohaverecordedsuch‘bigwins’.

Applaudingthedevelopmentofthenewsystem,thedirectoroftheIrishPrintingFederation(IPF),IBEC’sTerryCumminsremarks:“Thisgoodworkhasresultedinthelargestapprenticeshipintakeintothetradeinover10years,givingitthehighestpercentageincreaseinapprenticeshipnumbersofanycraftdesignationinthecountry.”

GerryAndrewsmakesspecialmentionofFÁS’sroleinsupportingtheForum’sactivities.“Itisnoexaggerationformetosaythat,withoutthesupportofFÁSinparticular,theForumwouldnotbeinbusiness.”

Insofarasemployer-unionagreementonthenewapprenticeshipschemehasresulteddirectlyintheeffectivereformofoutmodedstructures,itisagreedbyallinvolvedthattheForumhascontributedsignificantlytotheerosionofbarriersthathadexistedforoveronehundredyears.

It is agreed by

all involved

that the Forum

has contributed

significantly to the

erosion of barriers

that had existed

for over one

hundred years.


�� · the print industry fights back

Education and training – at all levelsTheForumisalsoengagedinanumberofadditionalongoinginitiatives,manyofthemintheareaofongoingeducationandtrainingeducation,basedontheclearviewthatnewanddifferentskillsetsarerequiredinanindustrythatisevolvingandchangingallthetime.TheForumintendstocontinuetochallengetraditionalmindsetsontrainingprovision:namely,theviewtakenbyasignificantnumberofmanagersandchiefexecutivesthattrainingisacostratherthanalong-terminvestment.TheForum’spositionisthatifCEOscontinuetoseetrainingasabottom-linecost,therewillbefewertrainingandcareeropportunitiesforpeopleintheindustry.

FuturemanagementandleadershiptrainingisaparticularlyimportantissuefortheForum.Aconsensusexiststhat,becausethemajorityofowner-managersintheprintindustryhavehadlittleexposuretomodernmanagementtechniques,trainingrightuptoCEOlevelisrequired,particularlyinrelationtoissuessuchasstrategicandresourcemanagement,includingpeoplemanagementandcommunications.

ShaneMcKeanremarks:“Ithinkmanagementtraininginthiscountryisabysmal.Ifyouspeaktoladsonthefactoryfloorabouthowmanagementaddressthemandhowtheyaregiveninstructionstocarryoutwork,manymanagersobviouslyhaveverypoorcommunicationskills.Itisaboutdignityandrespectatwork.Thereisstillalotofcommand-and-control,insteadofbringingpeopleonthroughcoaching,nurturingandmentoring.It’sallaboutcommunication.AsIhavesaidonmanyoccasionsintheForum,managementtrainingisaveryimportantelementindevelopingourpeople.”

The Forum intends

to continue to

challenge traditional

mindsets on training

provision: namely,

the view taken by a

significant number

of managers and

chief executives that

training is a cost

rather than a long-

term investment.



Moregenerally,theForumaimstodevelopanattractivecareerpathforthoseenteringtheprintingindustry,andtobolsterrecruitmentandretentionalongacareer‘escalator’comprising:

Apprenticeship Diploma Undergraduate Degree Masters in Print Management

IthasbeenproposedtoFÁSthattheForumwouldassumeoverallresponsibilityforco-ordinatinganddeliveringtrainingrequirementsforthesector.Atpresent,FÁS,EnterpriseIrelandandSkillnetsareallinvolvedintheprovisionoftraining.Ifitweretobeawardedthetrainingcontract,whichmustbeputouttotenderinaccordancewithpublicprocurementrules,theForumintendstoindependentlyco-ordinatetheactivitiesofallthreebodiesinordertoremoveoverlapsandduplicationofresources.Trainingprogrammeswouldalsobedevelopedinconsultationwithindustryplayerstoensurefuturecontentreflectedtheskillsrequirementsofemployers.Training programmes

would also be

developed in

consultation with

industry players to

ensure future content

reflected the skills

requirements

of employers.



Public procurement – an ongoing concernTheForumisalsoexaminingissuesrelatingtotheinterpretationofEUpublicprocurementrulesastheyimpactonGovernmentprintingcontractsinIreland.BothShaneMcKeanandGerryAndrewsareoftheviewthatIrishpublicservantsadhereparticularlystrictlytotheserules,whilethemajorityoftheircounterpartsintherestoftheEUtendtoadoptamoreflexiblestancethatinvariablyfavourslocalserviceprovidersoverforeigncompetitors.TheForumisseriouslyconcernedthatsuchadivergentinterpretationoftheregulationshasputtheIrishprintingindustryataseriousdisadvantageintermsofbiddingforcontracts,bothathomeandabroad.Asaresult,itiscallingontheIrishGovernmenttoensureaslevelaplayingfieldaspossibleintheawardingofpublicprintingcontracts,regardlessofcountryoforigin.

However,asShaneMcKeanacknowledges,thisisnotnecessarilytheonlyreasonthatIrishprintfirmsarenotwinningmorecontractsinEurope:“Wealsohavetolookatourownissues.Maybeourcustomerrelationsarelettingusdown.InsteadofjusttellingtheGovernmentthattheirapplicationoftherulesiswrong,weneedtobringthemalongwithusonthis.”

Inrecentmonths,theForumhasbeenveryactiveinlobbyingGovernmentonthisissue.InadditiontoengagingindiscussionsatthehighestlevelswithinCabinet,theForumhasalsoappearedbeforetheOireachtasJointCommitteeonTrade,EnterpriseandEmploymenttohighlightthedifficultiesfacingIrishSMEsintenderingforpublicprocurementcontracts.

Ithasalsogeneratedsignificantmediacoverageofitspositioninrelationtotheinterpretativeanomaliesdescribedabove.

ConfidenceishighthattheForum’svoicehasbeenheardonthismatterandthatpolicychangesareimminent.

TheForumhasalsobeentotheforefrontofaparallelcampaigntotightenVATregulations,byensuringthatVAT-exemptbodiesdeclaretheirtaxliabilitiesongoodsimportedfromoutsidetheStateastheyareobligedtodobylaw.



Looking to the future

ThePrint&PackagingForumfacessignificantchallenges

intheyearsahead,notablyinrelationtoeducation

andtraining,publicprocurement,marketing,working

collaborativelytoboostcompetitivenessintheindustry,

andbringingalongtheso-called‘traditionalists’inboth

themanagementandunioncamps.

Inspiteofsuchaformidableagenda,however,theForum’smembersremainconfidentthatthis‘trust-buildingpartnership’iswellplacedtotackletheseissues,notjustforthebenefitofitskeystakeholders,butforthefutureoftheIrishprintandpackagingindustryasawhole.

Looking to the future,

the Forum faces a

number of significant

challenges, notably in

relation to education

and training, public

procurement,

marketing, working

collaboratively to

boost competitiveness

in the industry, and

bringing along

the so-called

‘traditionalists’ in

both the management

and union camps.

III · the print industry fights back


A constituent body of nesdo

An tlonad Náisiúnta Comhpháirtíochta agus Feidhmíochta16 Cearnóg Pharnell, Baile Átha Cliath 1, Eire

t 353.1.814 63 00 [email protected] f 353.1.814 63 01 www.ncpp.ie www.workplacestrategy.ie

National Centre for Partnership & Performance 16 Parnell Square, Dublin 1, Ireland

the print industry fights back - national economic and...

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