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Renewing Journalists’ Trade Unions in Europe

Renewing Journalists’ Trade Unions in Europe. European Federation of Journalists European Trade Union Institute Berlin 11 to 13 October 2012 Mogens Blicher Bjerregård President of the Danish Union of Journalists. Union Challenges .

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Renewing Journalists’ Trade Unions in Europe

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  1. Renewing Journalists’ Trade Unions in Europe European Federation of Journalists European Trade Union Institute Berlin 11 to 13 October 2012 Mogens Blicher Bjerregård President of the Danish Union of Journalists

  2. Union Challenges • From the Industrial society towards the society of knowledge • The basicrulesarechallenged • Union, business or both • Focus on job • Freelance strategy • Identity of journalists • Competition in organizations

  3. From Industry to Knowledge • Union movementpeakedtogether with the industrialization • From 1st of May to Mefirst • Old trade unions loosemembers and power • Professional associations aretaking over leadership • Reformation of unions needed • New focusareas

  4. Play the game or not • ACTA • The civil society was activated • The Telecommunication companies as drivers • Play by different rules • Conflicts • Difficult to communicate • No support from civil society • New generation is not familiar with the background of the labour market

  5. Gary Hamel Youcanchoose to tolerate the present or Youcanchoose to develop the future

  6. SWOT-analysis • Make a picture of the organization • Focused development • Involving of the staff • Involving of the board • Involving of the members

  7. Trade union as a business • Wait for the burning platform • Reliable day-to-day work • Reactive in procedures • Create the burning platform • Creative approach to day-to-day work • Proactive in procedures • Management of transformation

  8. Focus on job • Exclusiveness • Inclusiveness Scrutiny of all job for journalists Follow the members and believethem Include new jobtitles Proactiverecruitment Focus on core journalist jobs Warn the members and the union knows best Afraid of new jobtitles Reactive recruitment

  9. Freelance strategy • Strength, openness and balance in payment • Mutuel interests and solidarity freelancers-employed • Union visibility in the freelance environment • Alliances with other organizations • Alliances with entrepreneur societies. • Be entrepreneur and create your own job • Challenges in the legislation • When freelancers employ colleagues • Demands from the union • Face reality in the freelance life

  10. Out of the isolation • Isolation makes unions weak • Cooperationmakesstrong • Create alliances • Mutuelrespect • The key is Listening • Be openminded for opportunities

  11. Identity as the driver • Journalists • Code of conducts • Quality • Furthereducation • Information officers • Code of conducts • Quality • Further education

  12. Competition in organising • Be better to tell ”What’s in it for me?” • From cashcows to coremembers • Balance in fees – yougetwhatyoupay for • Focusedrecruiting • At universities and otherschools • New type of workingplaces • Old workingplaces

  13. Danish case • Membership • 1999: 9.000 (7.000 full ms. 1.200 stud., 800 pens.) • 2012: 16.000 (12.000 full ms. 2.500 stud., 1.500 pens.) • 2015: 18.000 (14.000 full ms. 2.800 stud., 1.200 pens.) • Recruitment policy • Strategy • Focused biannual transformation • Focus on leadership or management • Be proactive demand driven • Follow your members • Thrust your members

  14. The story of the fee • Fee policy • Low fee – cheap membership • High fee – chancy development • High fee enough to make a difference • Transparency • Easy to see the benefits • Follow the money

  15. Core challenges • How to transfer the classicaltrade union into a modernorganization? • How to gettogether with the civil society? • How to coach ourmembers in finding or creatingtheirown job? • How do we support a strongidentity? • How to develop the service at a highlevel? • How to make a real difference? • Thenwecanrecruit and make a difference

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