Talking union: Framing the message

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

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

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. The opposition has a simple message:

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

5. Labor’s message, early 2011* • 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:

7. For a general audience (i.e., includes non-union listeners):

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 One-on-One Media: Ineffective language Media: Effective language in a debate

10. Key Phrases 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… • 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 Don’t accept the negative message frame of opponent Stop, pivot to a positive message Unions protect the middle class