2. Grafik og illustrationer placeres efter hjælpelinjer Renewing Journalists’ Trade Unions in Europe European Federation of Journalists European Trade Union Institute Berlin 11 to 13 October 2012 Mogens Blicher Bjerregård President of the Danish Union of Journalists

3. Grafik og illustrationer placeres efter hjælpelinjer Union Challenges From the Industrial society towards the society of knowledge The basic rules are challenged Union, business or both Focus on job Freelance strategy Identity of journalists Competition in organizations

4. Grafik og illustrationer placeres efter hjælpelinjer From Industry to Knowledge Union movement peaked together with the industrialization From 1st of May to Me first Old trade unions loose members and power Professional associations are taking over leadership Reformation of unions needed New focus areas

5. Grafik og illustrationer placeres efter hjælpelinjer Play the game or not ACTA –The civil society was activated –The Telecommunication companies as drivers –Play by different rules Conflicts –Difficult to communicate –No support from civil society –New generation is not familiar with the background of the labour market

6. Grafik og illustrationer placeres efter hjælpelinjer Gary Hamel You can choose to tolerate the present or You can choose to develop the future

7. Grafik og illustrationer placeres efter hjælpelinjer SWOT-analysis Make a picture of the organization Focused development Involving of the staff Involving of the board Involving of the members

8. Grafik og illustrationer placeres efter hjælpelinjer

9. Trade union as a business Wait for the burning platform –Reliable day-to-day work –Reactive in procedures Create the burning platform –Creative approach to day-to-day work –Proactive in procedures –Management of transformation

10. Grafik og illustrationer placeres efter hjælpelinjer Focus on job Inclusiveness − Scrutiny of all job for journalists − Follow the members and believe them − Include new jobtitles − Proactive recruitment Exclusiveness − Focus on core journalist jobs − Warn the members and the union knows best − Afraid of new jobtitles − Reactive recruitment

11. Grafik og illustrationer placeres efter hjælpelinjer Freelance strategy Strength, openness and balance in payment Mutuel interests and solidarity freelancers-employed Union visibility in the freelance environment Alliances with other organizations Alliances with entrepreneur societies. Be entrepreneur and create your own job Challenges in the legislation When freelancers employ colleagues Demands from the union Face reality in the freelance life

12. Grafik og illustrationer placeres efter hjælpelinjer Out of the isolation Isolation makes unions weak Cooperation makes strong − Create alliances − Mutuel respect − The key is Listening − Be openminded for opportunities

13. Grafik og illustrationer placeres efter hjælpelinjer Identity as the driver Journalists − Code of conducts − Quality − Further education Information officers − Code of conducts − Quality − Further education

14. Grafik og illustrationer placeres efter hjælpelinjer Be better to tell ”What’s in it for me?” From cash cows to core members Balance in fees – you get what you pay for Focused recruiting – At universities and other schools – New type of workingplaces – Old workingplaces Competition in organising

15. Grafik og illustrationer placeres efter hjælpelinjer Danish case Membership − 1999: 9.000 (7.000 full ms. 1.200 stud., 800 pens.) − 2012: 16.000 (12.000 full ms. 2.500 stud., 1.500 pens.) − 2015: 18.000 (14.000 full ms. 2.800 stud., 1.200 pens.) − Recruitment policy Strategy − Focused biannual transformation − Focus on leadership or management − Be proactive demand driven − Follow your members − Thrust your members

16. Grafik og illustrationer placeres efter hjælpelinjer The story of the fee Fee policy − Low fee – cheap membership − High fee – chancy development − High fee enough to make a difference Transparency − Easy to see the benefits − Follow the money

17. Grafik og illustrationer placeres efter hjælpelinjer Core challenges How to transfer the classical trade union into a modern organization? How to get together with the civil society? How to coach our members in finding or creating their own job? How do we support a strong identity? How to develop the service at a high level? How to make a real difference? Then we can recruit and make a difference