Just two days after taking the top job as PIAA CEO, Jason Allen opens up about what he thinks the print industry challenges are and how he will fix them. Speaking with Australian Printer from his new office at PIAA HQ in Sydney, Allen did not shy away from controversial comments about why the association’s member numbers are declining.
PIAA CEO Jason Allen opens up to AP
He also spoke about the rapid change the print industry is facing with the emergence of digital saying it was ‘the biggest challenge’ he had heard of when speaking with members so far. Allen says, “It is day two so there is a lot to learn but I want to make sure that we create a sustainable association for our members. “I have spoken to 20 members already and there seems to be some positive signs as well as some challenges ahead. “The biggest challenge that I have heard about is the convergence of technology from traditional print and what that means for businesses and what that means for different structure of businesses of course.” While he is well-known for his more than five year position as the chief of Waratahs Rugby team he says he does not identify with the sport industry. Allen says, “Look I am not from sport traditionally; I am a commercial person and have run a few businesses now. “I think the most important thing is leadership and a good plan. And that business plan is critical and I am not going to rush into it. I am going to get some insight first and develop the plan with the right people and that will produce the desired outcome. “One of the things about sports is that there are a lot of stakeholders, some small business but some considerable stakeholder relationships and I am hoping to bring that skill to this environment and have a clear service orientation to our members.” He says being in a number of different industries such as the FMCG, which he says changes by the hour, and telecommunications as well as sports and entertainment he has the experience to create ‘the much needed change within the association’. 
He says, “You can’t hide in those industries, you are held accountable and if you are not successful then unfortunately in those industries you don’t last long. “So I would like to think that I have a passionate leadership style and I have got a coaching style that comes into that and I am performance orientated as well. “I want to see us move ahead, there is a lot of talk about the change in the print industry and there is got to be a lot of change in the association as well – as far as how we grapple with technology and how we use it for our members.” He says the reason why the association is experiencing a decline in its membership is because it has not evolved with the changing print industry. Allen says, “The reason why the PIAA is seeing a decline in the member numbers is due to the association models being changed; member requirements being changed; and that there are other industry bodies out there that can support different requirements for different members. “Have we moved and developed in time over a period of time? No. Otherwise, we wouldn’t have had the great decline in numbers – that is reality. We need to address that and we have a fair job ahead us.” Allen says PIAA also has several opportunities to ensure it attracts new people and increase the dwindling member numbers. He says, “Of course I want to see a critical mass growth in our membership base that is critical, how, is that magic wand at the moment isn’t it? “But it will be how we service our members and of course creating the right product mix too, and there will be different products I hope in the future to increase our service. I would like to look at how we can use social media more effectively as well. “We have an education organisation here that is a huge upside, and we need to develop ways to engage the members with more educational services. “And there is all the stuff that I don’t know yet being day two. So there are a lot of opportunities and we need to priorities those in the upcoming months. “I don’t believe in crystal balls, but we will have a clear business plan in the next few months and we will have to perform. I would like to think in my career there has been a heavy emphasis on performing in businesses and getting results for all stakeholders and that is no different here. “We need to make sure we do that and there is a lot of pressure that we do that as well.”
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