The Print Industry Fights Back - National Economic and...
Transcript of 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
section title goes here
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
� · the print industry fights back
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.
� · the print industry fights back
section title goes here
‘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.’
� · the print industry fights back
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.
� · the print industry fights back
section title goes here
‘Die waren gekom-
men und hatten den
Mittwoch mitgenom-
men. jetzt kam auf den
Dienstag gleich der
Donnerstag, man kam
ganz aus der Reihe.’
� · the print industry fights back
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.
� · the print industry fights back
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
section title goes here
‘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.’
section title goes here
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.
section title goes here
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.
sector-level partnership in practice
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.
sector-level partnership in practice
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.
sector-level partnership in practice
�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.
sector-level partnership in practice
�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.
sector-level partnership in practice
�� · 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.
sector-level partnership in practice
�� · the print industry fights back
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.
sector-level partnership in practice
�� · the print industry fights back
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.
sector-level partnership in practice
�� · the print industry fights back
sector-level partnership in practice
�� · the print industry fights back
section title goes here
�� · the print industry fights back
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.
�� · the print industry fights back
section title goes here
©NationalCentreforPartnership&Performance2009.Allrightsreserved.
III · the print industry fights back
section title goes here
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