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Talking union: Framing the message. Michelle Kaminski April 2011 Michigan State University Labor Education Program. Talking union: Frame the message. Put out a positive message about the union Counter attacks from the public.

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talking union framing the message

Talking union: Framing the message

Michelle Kaminski April 2011

Michigan State University

Labor Education Program

talking union frame the message
Talking union: Frame the message

Put out a positive message about the union

Counter attacks from the public

the opposition has a simple message
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:
the wrong way to push back
The wrong way to push back

Don’t argue over their messages within their framework.

Pivot

What is our story?

What are we for?

labor s message early 2011
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

the best messengers
The Best Messengers
  • Workers who can tell a personal story
  • Helping professions such firefighters, nurses, and teachers
  • Small business owners who support union issues
video examples
Video examples

One-on-One

Media: Ineffective language

Media: Effective language in a debate

key phrases
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

your turn
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
summary messaging
Summary: Messaging

Don’t accept the negative message frame of opponent

Stop, pivot to a positive message

Unions protect the middle class