Sure, the NCTO is getting its campaign off the ground, and I’m anxious to see how this story is told. But you can help, too. Besides spreading the gospel in general, one way you can assist is to get involved in NCTO’s very successful Hill to the Mill program, where elected officials are invited to tour textile plants to see for themselves all the good things we’ve been trying to tell them. Another is to contribute stories to the campaign by contacting Eliza Levy at NCTO here. The council, in particular, is looking for stories of how textiles impact life every second – from life-saving technology to the clothes, fashions and home goods that are integral parts of American lives and an essential segment of the U.S. economy. I know you have real examples that would be of value in their efforts to foster a vibrant image of the industry.

 

The campaign is not a one-time initiative, but a long-term effort, the NCTO said. The association plans to be creative and resourceful in the campaign, and it can be much more successful with industry-wide support. Together, we can fix our image problem – and the results could be astounding.

Posted April 8, 2015

 

Public relations campaigns are often used to build brand and company awareness, restore one’s reputation after a crisis (i.e. BP, Enron) or, in today’s social media environment, generate buzz, clicks, retweets, likes or favorites around a product or a cause. The U.S. textile industry, led by the National Council of Textile Organizations (NCTO), certainly understands the power of P.R. in its efforts to raise awareness and undergo an image makeover.

 

That’s why the industry’s national lobbying group is launching a P.R. campaign aimed at shaking its longstanding reputation among many as a dated, decrepit, dirty manufacturing sector. In his State of the Industry report during the council’s 12th Annual Meeting in Washington, D.C. a couple of weeks ago, outgoing Chairman Jay Self announced the board’s approval to launch the campaign. “This campaign will brand the industry for what it is – a technology driven, capital-intensive innovator of high-quality products that is fully competing in the 21st century global marketplace,” said Self, president of Greenwood Mills. The NCTO has even enlisted the services of proven marketing communications firm Wray Ward of Charlotte, N.C., to boost its efforts.

 

The campaign will “educate, engage and mobilize key audiences to build support, strengthen alliances and create a more positive and accurate perception of the 21st century textile industry in the United States,” according to the NCTO. Its efforts will focus on “telling inspirational, educational and thought-provoking stories directly to customers, suppliers, investors, media, partners, industry organizations, legislators and the next generation of textile industry workforce and leadership,” the council added.

 

We all know this industry has come a long way since Norma Rae – and even a longer way from my great-grandmother’s day. She used to come home dog tired from the “cotton mill,” when just about every day she lived up to the passé moniker “linthead” – although with her stark white mane, it was often difficult tell the difference between the cotton and the hair. Unfortunately, much of the general populace still has that image of the industry seared into their mind’s eye.

 

We also know the industry has made tremendous strides over the many years cleaning up its workplaces, improving its environmental efforts, getting on the cutting edge of technological advancement and treating its employees fairly and with above-average wages and benefits. And, as Self pointed out, learning to compete – quite successfully – in a global economy.

 

And we need to tell that story. We need to tell it to our politicians who are mulling various trade agreements and looking for bargaining chips. We need to tell it to our neighbors, our friends and relatives – anyone willing to listen. We need to tell it to the media, who may itself have preconceived notions. And we need to tell it to our young folks, who may have a maligned perception – if any at all – of our great industry. In short, advocate, evangelize and shout from the mountaintop. Your message is simple: “Textiles – Not Your Grandma’s Industry.” Or maybe: “Modern. Advanced. Global. We Are Textiles.” Or perhaps: “Take Another Look At Textiles.” 

Help tell the textile story