Getting the Public on our Side Public Speaking for ATU Leaders Patricia Westwater July 18, 2014

Agenda  Introductions; goals & ground rules  Overview of communications fundamentals  Presenting to groups  Lunch  Practice presenting to groups  Adjourn

Goals of this workshop  Understand different audiences we need to reach  Understand key message points for the public  Learn best practices for speaking to groups  Gain awareness of personal strengths and challenges when speaking to groups

Introductions in small groups  Your name & where you are from  How you got involved in the labor movement  Someone who has inspired you

Ground rules  Respect one another  Listen to one another  Support one another  Turn cell phones off or put them away

Top Tips for Union Communicators 1.Have a clear goal 2.Identify your key stakeholders (audiences) 3.Know your audiences 4.Craft persuasive messages 5.Get messages out in various ways 6.Put workers out front & use personal stories 7.Stick to your message

1. Review: What are the key goals of ATU?

2. What groups of people have a stake in our campaigns?

Who has a stake in your campaign? Union Campaign team Non-union workers Employers Union members Community allies Media Politicians Customers/ consumers Taxpayers Investors/ Financial

3. Know your audience Union Campaign team Non-union workers Employers Union members Community allies Media Politicians Customers/ consumers Taxpayers Investors/ Financial What do these groups know about unions?

Not much! We have to educate them. Union Campaign team Non-union workers Employers Union members Community allies Media Politicians Customers/ consumers Taxpayers Investors/ Financial

Public opinion about unions?  Majority of the public feels that unions only care about their own members  What else does the public think about unions?  Your union?  Your issues?

What do WE think about unions?  How do unions help?  What are union core values?

4. Craft persuasive messages  Don’t just focus on delivering benefits for our members  We win when we show how unions help solve common problems and strengthen our communities  Create a positive vision of the future  Avoid union jargon

Sample messages  The union’s first priority is keeping the public safe.  We want to sit down at the table and figure out a solution that works for everyone.  Union members want to make sure that our jobs are clean and safe for the environment.  When workers make a living wage it supports businesses throughout the entire community.

Support public transit and reduce gridlock!  Commuters now waste an average of 38 hours a year stuck in traffic. More in major cities.  Public transit saves money – both in your wallet and in tax money.  Public transit reduces air pollution, and that’s good for everyone.  Contact your elected officials and tell them you want better public transit!

Support public transit and create jobs!  Tens of thousands of jobs are created for every $1 billion spent on public transportation  Public transportation stimulates business for shops, and that helps communities prosper  Contact your elected officials and tell them to support public transit!

Support public transit for a cleaner planet environment  Investing in public transportation is one of the best ways to fight pollution and climate change  Buses emit 80% less carbon monoxide than a car. Trains emit none.  Public transportation saves billions of gallons of gasoline every year.  Contact your elected officials and tell them to support public transit!

School buses move our most precious cargo.  Every day millions of parents trust bus drivers to keep their children safe.  … but budgets are being cut and safety jeopardized.  Parents, drivers and working families need to unite and demand better!  Contact your Congress member and tell them you want better school bus transit.

Review leaflets  In small groups, review leaflets and discuss key messages for reaching the public  Practice using these messages with one another.

Presenting to groups

Activity: Presenting to groups 1.Get into groups of 3. 2.Take a minute and think of a time when you’ve heard a really effective speech or presentation. What made it effective? 3.Now think of an ineffective presentation you’ve heard. What made it ineffective? 4.Take notes and be ready to report back to large group.

Best practices  Know your audience  Speak to their perspective and self-interest  “Speaking to the Middle”  Don’t wing it! Prepare talking points, not a script  Practice, practice, practice!  Tell stories, use personal anecdotes, quotes, create a positive vision

Best practices  Be aware of body language  Make eye contact – 5 spots in the room  Claim the space – adjust the microphone  Hands out of pockets  Take a deep breath and relax!  Don’t rush. Use pauses to gather thoughts.

Structure of presentations  Start:  Grab their interest at the beginning. Use interesting fact, personal story, “visualize a future”  Tell them what you’re going to talk about  Middle:  3 main points that support your message or goal  Educate about the union & clarify what’s “right and wrong”  End:  Restate your main point.  Wrap it up by asking the audience to take action

Public speaking exercise:  Form groups of 3.  Take 20 minutes to create a presentation to a church group about the importance of public transportation.  Refer to the leaflets  Create a presentation where all 3 people contribute  Write talking points & practice delivering speech

Speeches