Get the message right. UNISON Skills for Strength Workshop

where are we going wrong? Public perception: where are we going wrong?

A simple Google search leads us into dark places.

What’s the context?

Who’s doing the speaking?

Who should be speaking?

Sometimes, we are handed fantastic opportunities.

Turning negative press into positive reinforcement for members

The Mystery Thumbnail Photo

Wait… what?

The “Baby Seal Effect:” Building empathy, understanding and support

It starts with a clean message, delivered INTERNALLY and EXTERNALLY.

We must learn what the concerns of workers are, and how we can help fix the problems identified.

Then, we must connect the concerns of our workers to the public interest.

What are core messages? Connect with the public interest and core values. Are short and easy to remember and repeat. Provide frame and context, not just facts. Anticipate and neutralize the opposition’s messages. Generally are about outcomes, not process. Have to be true. Work with all audiences – workers, public, politicians, etc. Have some emotional punch. Are likely to hold up throughout the campaign.

EXAMPLE: CAMPAIGN GOAL EXAMPLE: CAMPAIGN GOAL A pay increase and a reduction in health insurance costs for commercial cleaners in a specific geographic location.

A good first attempt… These building service workers make only $7 an hour. Even though they clean 30 offices in four hours every night, their paychecks are below the federal poverty line for a family of four. They can’t afford hundreds of dollars per month for health coverage for themselves and their families. “MESSAGE” THAT IS ONLY SUPPORTING FACTS OR SPECIAL INTEREST ARGUMENT

Cometh the hour, cometh the seal.

CORE MESSAGE WITH PUBLIC INTEREST FRAME & VALUES Post-“Baby Seal Analysis” If you work hard to provide important services in our city, you shouldn’t have to choose between food on the table or medicine for your children. For our city, our communities, and our families, there’s no future in poverty pay. CORE MESSAGE WITH PUBLIC INTEREST FRAME & VALUES

A simple formula: Core message (Positive statement—about workers, industry)…..BUT….(problems, current situation, issues). IF…(we do something/something happens)…WE CAN…(achieve goal)

Then add your support… Supporting messages are true, flexible, statistics-driven, and specific Try one on for size Leaflet fodder List grows as campaign moves

Where do the workers come in?

Gathering stories

Who are the best worker spokespersons? Those with the most compelling stories Those who are not afraid to tell them Those who are sensitive to the audience Those who are consistent Those with natural confidence

How do we get the good stories? Once identified, spend LOTS of time talking Be patient and understanding Repeat the stories back to them EMPOWER (“We can’t do this without you”) Dig a little deeper if you must

Interviewing Workers Workers and their good stories should be identified by organisers Start with questions like, “What is your typical work day like? What are some of the issues you face? What would you like to see happen? Why are you standing up?” Take notes, frame, and repeat back to them Meet them where they are comfortable Give plenty of lead time to prepare

When you’ve done the interview… What parts of this story engage you the most? Did anything shock you? Did you feel empathy or anger? Identify the key snippets—which can lead to the key stories Don’t be afraid to discard the story and start from scratch

What doesn’t work? Stories that change Unpredictable storytellers Unsympathetic characters Outrageous claims “Limelight”-ers No public message Staff/organisers being featured

Doing something with the stories. *LEAFLETS *ADVERTS *WORKPLACE MATERIALS *ONLINE OPPORTUNITIES

Effective messages and effective stories leads to INCREASED PUBLIC SUPPORT.