One of the recurring criticisms I hear from printing executives is that the industry is still perceived as one rampant with children pushing pit wagons; one smeared with grease and grime that takes an eternity to clean off at the end of a working day. Young people are turning away in droves from potential careers in print because they’re unaware of its u-turn into the IT world.

Institutions such as TAFE and RMIT go out of their way to explain the facts of printing life to young people, but they are only talking to those who actually apply for their courses. The mass message is simply not cutting through (the PIAA’s efforts via a video a couple of years ago was a start).

So who should do the telling? Why you, Mr CEO/MD. You have the industry’s future at your fingertips but without a future generation, you won’t have a business. Regrettably we don’t have press icons in this country who offer hundreds of vocational training courses each year. Nor do we have many purpose-funded bursaries. We merely have an industry that’s supposed to be in communications but thinks communicating its benefits is rocket science.

So here’s your chance. Do you belong to a Chamber of Commerce, a Lions Club, the local Rotary or Apex? They’re always looking for guest speakers. Put your hand up. Talk to their members (they’re all parents) about your industry, how it’s cleaned up its act and computerised itself. How their sons and daughters have a future in one of Australia’s largest industries.

Not only will you feel good about it, you’ll have bought a little insurance for the future of your business. Think about it.

Comment below to have your say on this story.

If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.  

Sign up to the Sprinter newsletter