1. Messages are the specific words and phrases you use to clearly communicate your point through your frame. rgb/tng39521/cwa/afl-cio Disciplining your message is the art of choosing the best words and phrases to effectively inform and engage your audience about your issue.

2. rgb/tng39521/cwa/afl-cio “All of California’s working families deserve fair wages and benefits.”

3. 1.) Describe the Problem rgb/tng39521/cwa/afl-cio 2.) Introduce the Solution 3.) Call to Action

4. Introduce the frame to contextualize the issue, and try to use positive, uplifting language rgb/tng39521/cwa/afl-cio Paint a mental picture as you describe how the issue effects the target audience Explain the broader impacts for workers, the employer and the community

5. Present the answer to the problem in a way that’s easy to understand and relay to others rgb/tng39521/cwa/afl-cio Broadly describe the change you wish to see, and explain in clear terms what the desired result is Speak to people’s hearts with value-based language and images

6. Ask your audience to do something real, like calling a corporate CEO or voting against a proposition. rgb/tng39521/cwa/afl-cio Be specific. The ask should be straight-forward and should directly relate to achieving the solution. Keep it simple, and be ready to provide more information and resources, such as a website.

7. Problem: “Thanks to our hard work, the company has been making record profits, and yet they want to close down our worksite and ship all of our jobs to China, which would drag down the whole community. rgb/tng39521/cwa/afl-cio Solution: “If the company respects us and our community, they ought to keep our jobs right here, and by ensuring fair wages we’ll be able to purchase the products we make here, which benefits the company AND the community. Call to Action: “Please contact the CEO today, and urge him to save our jobs and get rid of his scheme to make our quality American jobs into Chinese sweatshop jobs.”

8. Speak directly to your audience rgb/tng39521/cwa/afl-cio Be clear and concise Stand FOR something, not just against something Make it personal, and let workers tell the story Use compelling language and avoid jargon Don’t fall prey to your opponent’s frame

9. rgb/tng39521/cwa/afl-cio WRONG: “This company is anti-union; they’ve held captives, committed ULPs, and hired a union buster.” RIGHT: “We’re the dedicated workers who make this company so successful, and all were asking for is a living wage and a voice on the job – yet our employer is violating our basic freedom to improve our lives. Remember: Workers organize unions, not the other way around!

10. rgb/tng39521/cwa/afl-cio WRONG: “These workers have been on the picket line for 12 days to get a new contract at this company, which has lied to them and played games at the table.” RIGHT: “For 40 years, we’ve played a crucial role in this plant’s profit and success. We want a bright and healthy future for the plant, which is why we’ve taken a stand for the last 12 days to ensure the plant is safe, fair and efficient.” Remember: If you don’t stand FOR something, you’ll fall for anything!

11. Media events Press advisories Pitch calls Press releases Op-Eds Letters to the Editor Union newsletters Member meetings Worksite visits rgb/tng39521/cwa/afl-cio Email alerts Website Blogs (like LaborsEdge.com) Facebook Twitter YouTube Tumblr Message boards …and more!

12. Exercise#2: Now that you’ve crafted your frame, fill out the worksheet to develop you message. Use the enclosed handouts to guide you. Describe the Problem (What is the frame/context? How does the problem effect the target audience? The community at large?) Introduce the Solution (What is the broad change you wish to see? What is the easiest way to explain it? What values can you incorporate or play to?) Call to Action (What can be done to achieve the solution? How can individuals and groups effect change?) rgb/tng39521/cwa/afl-cio