1. Get the message right.
UNISON Skills for Strength Workshop

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

3. A simple Google search leads us into dark places.

4. What’s the context?

6. Who’s doing the speaking?

7. Who should be speaking?

9. Sometimes, we are handed fantastic opportunities.

10. Turning negative press into positive reinforcement for members

11. The Mystery Thumbnail Photo

12. Wait… what?

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

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

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

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

19. 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.

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

21. 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

22. Cometh the hour, cometh the seal.

23. 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

24. 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)

25. 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

26. Where do the workers come in?

27. Gathering stories

28. 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

29. 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

30. 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

31. 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

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

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

34. Effective messages and effective stories leads to
INCREASED PUBLIC SUPPORT.