using the media to win public support media training for union members union members

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Using The Using The Media Media To Win To Win Public Public Support Support MEDIA TRAINING FOR MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

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Page 1: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Using The MediaUsing The Media To WinTo Win

Public SupportPublic Support

MEDIA TRAINING FORMEDIA TRAINING FOR UNION MEMBERSUNION MEMBERS

Page 2: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

When we talk to the media, When we talk to the media, who are we really talking to?who are we really talking to?

The public

Page 3: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

What do we want fromWhat do we want fromthe public?the public?

Supportto put pressure on employers

and public officials

Page 4: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

What does the publicWhat does the publiccare about? care about?

---- Union members’ wages, benefits, Union members’ wages, benefits, rights, and working conditionsrights, and working conditions??????……-- Fights between unions and -- Fights between unions and employersemployers??????......

OrReliable servicesQuality careGood jobs for our community

Page 5: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Who does the public think Who does the public think unions care about?unions care about?

0

10

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50

60

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All working people Only their members

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Page 6: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

0102030405060708090

Unions Workers

..

Who does the public think Who does the public think has too little influencehas too little influence

in America?in America?

Page 7: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

We have to PLAN We have to PLAN what we say sowhat we say so

it will be about…it will be about…

wwhat the public wants andhat the public wants andwhat’s good for what’s good for allall working people working people

not just about unions and what is good for union members

Page 8: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

STEP ONE:STEP ONE: Plan how you will explain howPlan how you will explain how

we are standing up forwe are standing up forthe whole communitythe whole community

STEP TWO: STEP TWO: Keep saying what you planned, Keep saying what you planned,

no matter what you are askedno matter what you are asked

Page 9: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

STEP ONE:STEP ONE: Plan how you will explain Plan how you will explain

how we are standing up for how we are standing up for the whole communitythe whole community

Page 10: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

If we’re fighting for better If we’re fighting for better wages and benefits...wages and benefits...

• Are we trying to help the community by reducing turnover and attracting and keeping trained, experienced staff?

• Are we standing up for the good jobs and affordable health coverage our community needs?

Page 11: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

If we’re fighting for If we’re fighting for better staffing and workloads...better staffing and workloads...

• Are we trying to help the people we serve by making sure we have the time to give them the attention they need?

Page 12: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

If we’re fighting for funding If we’re fighting for funding and against budget cuts...and against budget cuts...

• Are we standing up for the people we serve -- and not just trying to save our own jobs?

Page 13: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Try starting sentencesTry starting sentenceslike this...like this...

• We’re standing up for the people we serve by…

• Our community needs…

• The people we serve need…

• The whole community will be better off if...

Page 14: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Which would help us getWhich would help us getpublic support? public support?

“This community needs quality services. “This community needs quality services. That’s why we’re trying to raise pay That’s why we’re trying to raise pay and improve benefits so trained and and improve benefits so trained and experienced staff will stay here longer.”experienced staff will stay here longer.”

OR…OR…

“We’ve sacrificed in the past and now we deserve a raise.”

Page 15: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Which would help us getWhich would help us getpublic support?public support?

“Everyone in our community should “Everyone in our community should have a decent wage and affordable have a decent wage and affordable health care for their family. That’s health care for their family. That’s what we’re asking.”what we’re asking.”

OR......

“Our local is asking for a raise and a better health plan, and we’re not going to settle for less.”

Page 16: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Which would help us getWhich would help us getpublic support?public support?

“The people we serve would get better “The people we serve would get better services if we had the staffing we need services if we had the staffing we need to do the job right.”to do the job right.”

OR...OR...

“Our workloads keep increasing and we can’t take it anymore.”

Page 17: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

SEIU Targets AGH for OrganizingSEIU Targets AGH for OrganizingBy Lawrence SanataTRIBUNE REVIEW

Tom De Bruin, president of District 1199P/SEIU, announced that his union has filed a petition requesting a representation election covering 1,500 nurses at Allegheny General Hospital. The petition is part of a union effort to organize all health care workers in Pennsylvania, De Bruin said. Nurses are worried about cutbacks due to a merger, he added.

Union Leader Tom De Bruin announces plan to organize nurses at Allegheny General.

Page 18: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Allegheny General nurses want unionAllegheny General nurses want union A group of nursesfrom Allegheny General Hospital went public Thursday with plans to unionize. While salaryis an issue, they said, patient care is a bigger concern. Surrounded by more than a dozen colleagues, somewearing nursing scrubs and others holding youngchildren, nurse Judy Stupak said she and coworkers areworried about the future of the hospital. “We’re stretchedto the limit,” the neuro-intensive care unit nurse said.Shortages of staff and supplies are taking a toll, shesaid.

Page 19: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Which works better, Which works better, a public interest message ora public interest message or

a self-interest message...a self-interest message...

• For making members feel good about how the campaign looks to their friends and neighbors?

• For putting employers on defense?

• For making it easier for politicians to support us?

Page 20: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

STEP TWO:STEP TWO:

Keep saying whatKeep saying what you planned, you planned,

no matter what you are no matter what you are askedasked

Page 21: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Don’t wait for the right Don’t wait for the right question to come along...question to come along...Don’t wait for the right Don’t wait for the right question to come along...question to come along...

Page 22: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

And if you are asked a And if you are asked a question that’s not question that’s not what you planned --what you planned --change the subject.change the subject.

And if you are asked a And if you are asked a question that’s not question that’s not what you planned --what you planned --change the subject.change the subject.

Page 23: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

You can do that with You can do that with sentences like these...sentences like these...

““Well, here’s what really matters to Well, here’s what really matters to the people we care for…”the people we care for…”

““Let me tell you what this is really Let me tell you what this is really about…”about…”

Page 24: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Q. How much of a wage increase Q. How much of a wage increase are you looking for?are you looking for?

A. Of course we’d like to have a A. Of course we’d like to have a raise, but let me tell you what the raise, but let me tell you what the real issue is. real issue is. We want the staff it takes to provide the service our community needs. Higher pay will help us attract and keep the best and most experienced staff.

Page 25: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Q. Can you tell me how many layoffs Q. Can you tell me how many layoffs are expected as a result of the are expected as a result of the budget cuts?budget cuts?

A. It’s not just about layoffs. A. It’s not just about layoffs. Here’s what really matters. Here’s what really matters. If services are cut, working If services are cut, working families and children in this families and children in this community will be hurt. community will be hurt. We think that’s wrong.We think that’s wrong.

Page 26: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Q. Would you be willing to accept some Q. Would you be willing to accept some increase in your health premiums?increase in your health premiums?

A. Let me tell you why we’re here. A. Let me tell you why we’re here. Every family in this community Every family in this community should have health care they can should have health care they can afford. We’re saying that no one afford. We’re saying that no one should have to choose between should have to choose between food on the table and taking their food on the table and taking their sick child to the doctor.sick child to the doctor.

Page 27: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

MORE TIPS:MORE TIPS:Answer in complete sentencesAnswer in complete sentencesso what you say can be quoted

without the reporter’s question

Page 28: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Which of these could be quoted?Which of these could be quoted?

Q. What’s the main issue here?Q. What’s the main issue here?A. Health benefits.A. Health benefits.

OR…A. We’re saying that everyone in our

community needs health care they can afford. We shouldn’t have to choose between food for our family and taking our kids to the doctor.

Page 29: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

Which of these could be quoted?Which of these could be quoted?

Q. Are you upset with management’s Q. Are you upset with management’s wage proposal?wage proposal? A. Yes, we are. A. Yes, we are.

OR…A. Yes. This community needs good

jobs with living wages and affordable health coverage. That’s what we’re asking.

Page 30: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

MORE TIPS:MORE TIPS:Use your own experience to Use your own experience to make your pointmake your point• I am responsible for 14 patients

which means I can’t possibly get to them all when they need me. They deserve better than that.

• My daughter had an ear ache three weeks ago but I couldn’t afford to take her to the doctor. No one in this community should face that.

Page 31: Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS

MORE TIPS:MORE TIPS:If you are interviewed for TV...If you are interviewed for TV...

Look right at the reporter. Look right at the reporter.

Don’t move or sway.Don’t move or sway.

Wear a sticker or button, or stand Wear a sticker or button, or stand by a banner.by a banner.

Don’t wear sunglasses.Don’t wear sunglasses.