1

Talking union: Framing the message

Michelle Kaminski April 2011Michigan State UniversityLabor Education Program

2

Talking union: Frame the message

Put out a positive message about the union

Counter attacks from the public

3

The opposition has a simple message:

No one should be forced to pay money to a union against their will as a condition of employment.

No one should be forced to give money to political causes or candidates they don’t support.

Big Labor bosses are out of touch with the people they purport to represent as well as the public at large.

4

The wrong way to push back

Don’t argue over their messages within their framework.

Pivot

What is our story? What are we for?

5

Labor’s message, early 2011*

Same old politics – one side attacks anotherMoney and politics

Payback for CEOsUnions restore balance

Protect the shrinking “middle class”

*Message developed before Scott Walker launched his attacks on workers in Wisconsin

6

The most effective question to ask:

7

DO DON’T

• Emphasize impact on middle class as a whole, and desire to support our families

• Focus only on the effect on specific union members

• Be critical of corporate CEOs who abuse workers and put corporate profits above the middle class

• Be critical of employers or business owners who are creating jobs

• Be positive and uplifting in tone • Use an angry or confrontational tone

• Defend workers • Describe unions as the answer to everything

• Raise concerns about consequences of no unions

• Use personal stories to illustrate points

• Use messengers from “helping professions”

For a general audience (i.e., includes non-union listeners):

8

The Best Messengers

• Workers who can tell a personal story

• Helping professions such firefighters,

nurses, and teachers

• Small business owners who support

union issues

9

Video examples

One-on-OneMedia: Ineffective languageMedia: Effective language in a debate

10

Key Phrases

Same old political attacks and power struggle

Political pay back to CEO donors Politicians protecting CEO tax breaks

instead of middle class jobs. Restore balance … in politics… in economyDefend the middle class Protect our communities Create quality jobs

11

Your turn…

Working in groups of 2 or 3 Pick 3 or 4 quotes from the list provided Write a constructive response to each, based on

everything we’ve covered today

12

Summary: Messaging

Don’t accept the negative message frame of opponent

Stop, pivot to a positive messageUnions protect the middle class