1. 1 Talking union: Framing the message Michelle KaminskiApril 2011 Michigan State University Labor Education Program

2. Talking union: Frame the message 2 Put out a positive message about the union Counter attacks from the public

3. The opposition has a simple message: 3 No one should be forced to pay money to a union against their will as a condition of employment. No one should be forced to give money to political causes or candidates they don’t support. Big Labor bosses are out of touch with the people they purport to represent as well as the public at large.

4. The wrong way to push back 4 Don’t argue over their messages within their framework. Pivot What is our story? What are we for?

5. Labor’s message, early 2011* 5 Same old politics – one side attacks another Money and politics  Payback for CEOs Unions restore balance  Protect the shrinking “middle class” * Message developed before Scott Walker launched his attacks on workers in Wisconsin

6. The most effective question to ask: 6

7. 7 DODON’T Emphasize impact on middle class as a whole, and desire to support our families Focus only on the effect on specific union members Be critical of corporate CEOs who abuse workers and put corporate profits above the middle class Be critical of employers or business owners who are creating jobs Be positive and uplifting in tone Use an angry or confrontational tone Defend workers Describe unions as the answer to everything Raise concerns about consequences of no unions Use personal stories to illustrate points Use messengers from “helping professions” For a general audience (i.e., includes non-union listeners):

8. 8 The Best Messengers Workers who can tell a personal story Helping professions such firefighters, nurses, and teachers Small business owners who support union issues

9. Video examples 9 One-on-One Media: Ineffective language Media: Effective language in a debate

10. Key Phrases 10 Same old political attacks and power struggle Political pay back to CEO donors Politicians protecting CEO tax breaks instead of middle class jobs. Restore balance … in politics… in economy Defend the middle class Protect our communities Create quality jobs

11. Your turn… 11 Working in groups of 2 or 3  Pick 3 or 4 quotes from the list provided  Write a constructive response to each, based on everything we’ve covered today

12. Summary: Messaging 12 Don’t accept the negative message frame of opponent Stop, pivot to a positive message Unions protect the middle class