“Tho’ modesty is a virtue, bashfulness is a vice.” – Poor Richard’s Almanack, 1750
You should be proud of being a professional operations manager.
For decades, we’ve been told “print is dead” or “nobody mails anymore”. Yet, we’re still here. And there’s more of us than most people realize. The EMA Foundation for Paper-Based Communications tracks and identify trends in our industry. Their 2023 U.S. Mailing Industry Economic Job and Revenue Study revealed that the mailing industry (including print and design) accounts for 7.9 million jobs and contributes $1.9 trillion to the US economy. That’s more than the airlines, and almost as much as the oil and gas industry.
Too often, print and mail are seen as archaic professions. Negative articles have images of presses that have more in common with Gutenberg than today’s digital production models. Mail is portrayed as licking stamps for envelopes. In reality, print and mail are high-tech industries.
The digital revolution changed how print is created, processed and produced. Personalization isn’t about adding “Dear Pat Recipient”, but involves variable image processing. Inks and inkjet options continue to proliferate. Mailing is data-driven, starting with address formatting, move update and the Intelligent Mail barcode. That feeds into the possibilities of Informed Delivery, Informed Visibility and predictive delivery analytics.
The saying “don’t judge a book by its cover” is rarely followed in any organization. If your personal appearance isn’t professional, then you probably won’t be accepted as a professional. Many times, a good role model is your boss’s boss. How do they come to work, or appear on web meetings? While a suit and tie may not be appropriate for a production floor, clean, well-pressed clothes are.
Your actions are another indication of professionalism. Unacceptable behavior includes telling inappropriate jokes, being disrespectful to others, and general rudeness. Promptness – especially being on time for meetings – is critical. And remember, whatever you post on social media can be seen by everyone in the world – including your boss and customers.
The expertise of your department needs to be promoted throughout your company. Schedule regular meetings with internal and external customers. Make them aware of the capabilities of your department. Supplement open houses with videos spotlighting your employees and their accomplishments. Use the skills and technology available to create personalized printed pieces to distribute.
Outside your company, join and participate in professional associations. Start with your local Postal Customer Council (PCC). Expand into more specialized organizations like the In-Plant Printing and Mailing Association (IPMA), the National Association of College and University Mail Services (NACUMS), the Association of College & University Printers (ACUP+), and the News/Media Alliance. You can find a list of other associations on the USPS Mailers Technical Advisory Committee website.
Joining is not the same as participating. Volunteer to be on a committee, or maybe even take on a leadership position. If possible, host an event, and give a tour of your departments. And, when you attend events, don’t go alone. Bring along members of your staff.
Another hallmark of professionals is achieving certification. The USPS Mail Design Professional (MDP) is provided online and covers postal standards for designing for automation. IPMA offers both the Certified Graphic Communications Manager (CGCM) and Certified Mail Manager (CMM) certifications. These require passing an application process and written exams that are offered online and at the annual conference.
The world of print and mail has transformed since Ben Franklin was a printer and postmaster.
The importance of being an industry professional remains.