Getting the Public on our Side

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

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

3. 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

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

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

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

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

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

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

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

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

12. 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?

13. What do WE think about unions? • How do unions help? • What are union core values?

14. 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

15. 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.

16. 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!

17. 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!

18. 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!

19. 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.

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

21. Presenting to groups

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

23. 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

24. 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.

25. 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

26. 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

27. Speeches