Using The Media To Win Public Support MEDIA TRAINING FOR UNION MEMBERS UNION MEMBERS
When we talk to the media, who are we really talking to? The public
What do we want from the public? Support to put pressure on employers and public officials
What does the public care about? -- Union members’ wages, benefits, rights, and working conditions???… -- Fights between unions and employers???... Or Reliable services Quality care Good jobs for our community
Who does the public think unions care about?
Who does the public think has too little influence in America?
We have to PLAN what we say so it will be about… w hat the public wants and what’s good for all working people not just about unions and what is good for union members
STEP ONE: Plan how you will explain how we are standing up for the whole community STEP TWO: Keep saying what you planned, no matter what you are asked
STEP ONE: Plan how you will explain how we are standing up for the whole community
If we’re fighting for better 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?
If we’re fighting for 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?
If we’re fighting for funding and against budget cuts... Are we standing up for the people we serve -- and not just trying to save our own jobs?
Try starting sentences 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...
Which would help us get public support? “This community needs quality services. That’s why we’re trying to raise pay and improve benefits so trained and experienced staff will stay here longer.” OR… “We’ve sacrificed in the past and now we deserve a raise.”
Which would help us get public support? “Everyone in our community should have a decent wage and affordable health care for their family. That’s 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.”
Which would help us get public support? “The people we serve would get better services if we had the staffing we need to do the job right.” OR... “Our workloads keep increasing and we can’t take it anymore.”
SEIU Targets AGH for Organizing By Lawrence Sanata TRIBUNE 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.
Allegheny General nurses want union A group of nurses from Allegheny General Hospital went public Thursday with plans to unionize. While salary is an issue, they said, patient care is a bigger concern. Surrounded by more than a dozen colleagues, some wearing nursing scrubs and others holding young children, nurse Judy Stupak said she and coworkers are worried about the future of the hospital. “We’re stretched to the limit,” the neuro-intensive care unit nurse said. Shortages of staff and supplies are taking a toll, she said.
Which works better, a public interest message or 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?
STEP TWO: Keep saying what you planned, no matter what you are asked
Don’t wait for the right question to come along...
And if you are asked a question that’s not what you planned -- change the subject. And if you are asked a question that’s not what you planned -- change the subject.
You can do that with sentences like these... “Well, here’s what really matters to the people we care for…” “Let me tell you what this is really about…”
Q. How much of a wage increase are you looking for? A. Of course we’d like to have a raise, but let me tell you what the real issue is. A. Of course we’d like to have a raise, but let me tell you what the 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.
Q. Can you tell me how many layoffs are expected as a result of the budget cuts? A. It’s not just about layoffs. Here’s what really matters. If services are cut, working families and children in this community will be hurt. We think that’s wrong.
Q. Would you be willing to accept some increase in your health premiums? A. Let me tell you why we’re here. Every family in this community should have health care they can afford. We’re saying that no one should have to choose between food on the table and taking their sick child to the doctor.
MORE TIPS: Answer in complete sentences so what you say can be quoted without the reporter’s question
Which of these could be quoted? Q. What’s the main issue here? 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.
Which of these could be quoted? Q. Are you upset with management’s wage proposal? 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.
MORE TIPS: Use your own experience to make 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.
MORE TIPS: If you are interviewed for TV... Look right at the reporter. Don’t move or sway. Wear a sticker or button, or stand by a banner. Don’t wear sunglasses.