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Selling management on packaging's value

Packaging professionals often find themselves in the middle, trying to succeed in an organizational tug-of-war among marketing, operations, finance, R&D, and various other stakeholders.

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So how does a packaging professional convince the organization that packaging makes a strong contribution deserving the support of senior management? By showing how packaging is anything but a “necessary evil” and actually adds value both tactically and strategically. Here’s a three-step plan that will help.

Build your brand

Whether you’re a packaging engineer handling the needs of your company single-handedly, or you’re part of a corporate packaging department, building a “brand” inside the organization is a worthwhile first step toward getting your organization to understand and value the contributions that you offer. Building a brand is a strategic investment—a campaign designed around a long-term objective. A good brand provides context and support to tactical work and is strengthened, of course, by the day-to-day successes of the team.

To start building your brand, consider creating an “elevator speech.” This is an explanation, a carefully chosen sentence or two, that articulates exactly what you are doing for your organization, and how your work ties in to the strategy and objectives of the greater organization. If you arm everyone in your group with the elevator speech, you’ll be communicating a consistent message about your purpose. Your management, and your own group members, will be very clear on your priorities.

Focus your message

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