1. 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

2. You’ve developed your message, but your work is far from over! Your opposition (usually your employer) will always be out there, trying to contradict your message. Interviewers often use your opponent’s messaging to throw you off. And when you explain your message to a new audience (be it your members, leaders or news media) they make already be stuck in your opponent’s frame. That’s why you must be prepared to respond to your opponent’s argument with your own message, not theirs. rgb/tng39521/cwa/afl-cio

3. Know your opposition Brainstorm all of your opposition’s potential messages Develop message points to rebut your opponent’s messages without entering their frame NEVER repeat your opponent’s message, even for context purposes. Master the art of the ‘pivot’ to get back to your message rgb/tng39521/cwa/afl-cio

4. The company/management The union buster Chamber of Commerce/Big Business lobby Right-wing officials and lawmakers Board members and other decision-makers rgb/tng39521/cwa/afl-cio

5. Exercise #3: Brainstorm the possible people or groups who may publicly oppose your position. Consider all of the possible messages that the opposition may put out to the media, your members and the public. Think outside the box! Detail how you would respond to a reporter or member who approaches you with your opponent’s frame and message. rgb/tng39521/cwa/afl-cio

6. Questions? Rebecca Band rband@calaborfed.org or 510 663 4051 Steve Smith ssmith@calaborfed.org or 510 326 4644 rgb/tng39521/cwa/afl-cio