A method of preparing a rubber tire component for use in a tire manufacturing process. The process includes providing relative motion between the tire component and a plasma treatment device so as to plasma treat a surface of the tire component. The method may be used to increase the tack and/or the adhesion of the tire component so as to eliminate or reduce the use of solvent-based tire cements in the tire manufacturing process. The method may further be used to increase the wettability of the tire component so as to allow water-based compounds, such as water-based tire cements and striping inks, to be used in the tire manufacturing process.