Pittsburgh, Pa., March 29, 2002 - With all of the changes the printing industry has been experiencing, companies have been forced to find new and innovative ways to convey perceived value to customers. These days, promotion goes beyond the typical print brochure; effective self-promotion now needs to be integral to the everyday operations of a company, especially the sales staff and its support. To help printers differentiate themselves from the competition, industry veteran Dick Gorelick, president of Graphic Arts Sales Foundation (GASF), has published a new monograph on the issue of practical, effective promotion for print companies. Company to Company Communication provides readers with ideas, insights, and guidelines helpful in structuring a self-promotion program that expresses and reflects the unique benefits that an organization seeks to provide customers and prospective customers. With seven brief chapters, it begins by explaining why self-promotion is now a "must" rather than an option. Gorelick then defines key marketing terms. After reviewing current industry trends, he provides expectations and practical tips and another chapter on ideas and benefits of customer-valued seminars. To help management, he ends by providing considerations for implementing a promotional program. Last, the appendix reprints Gorelick’s article on the subject that originally appeared in Graphic Arts Monthly magazine. This is Gorelick’s third monograph in a new Account Development Series written by GASF and published by Printing Industries of America (PIA)/Graphic Arts Technical Foundation (GATF). One underlying theme runs through this series of monongraphs: the need to differentiate an organization in terms of unique, credible, and meaningful benefits to customers and prospective customers. The challenge is that there are no "off-the-shelf" solutions to differentiating organizations. However the benefits of such an effective promotion effort can also elevate the competency level of staff members as well as customers. "Successful promotion in this context requires a changed mindset more than an investment of capital. It requires everyday teamwork," said Gorelick. He adds "Also, do not believe that your organization is too small to take advantage of the ideas discussed in this monograph. My experience is that smaller companies are frequently more successful at implementation than print companies with greater resources. The former may be able to act more expeditiously and may have a better idea of their customers’ needs." A 56-page, black-and-white, softcover text, Company to Company Communication: Creating First-Rate Promotion Programs for Printing Companies (ISBN 0-88362-392-7) is available for $60 ($30 for GATF/PIA members), not including shipping. Orders may be placed by contacting GATF by phone at 800/662-3916 (U.S. and Canada) or 412/741-5733 (all other countries); fax at 412/741-0609; or online from the GAIN Bookstore . Mail orders to GATF Products, P.O. Box 1020, Sewickley, PA 15143-1020. Indicate Order No. 17364.