Mission Statement:
Have you ever heard a positive advertisement or program promoting labor unions? Our vision is for most people to answer “yes” when asked this simple question.
The mission of the Labor Media Project is to promote the labor movement through an effective public relations campaign. This will be accomplished through three tactics:
1) Maximize free and low cost media for the greatest reach to the
general public.
2) Provide engaging content that informs, entertains, and inspires.
3) Tap into the creative power of union members and tell their stories
of success and justice.
Landscape Memo:
In June, 2018, the labor movement was dealt another blow with the Janus decision of the US Supreme Court affecting all public sector union members. While unemployment continues to be low, the earnings and benefits to non-union employees continues to decline. Organizing and creating new labor unions and expanding membership in existing labor unions cannot occur without positive public opinion and understanding of labor unions.
There is almost no coverage of labor unions in most mainstream media. One three year study of CNN, MSNBC, CBS, and ABC reporting had only .03% of their stories about labor unions. Of those, many stories were centered around “labor conflict”. In 1956, approximately $12 million dollars in current value was spent by the national AFL/CIO on public relations programming which included hundreds of radio stations broadcasting a nightly union sponsored program. Today, there is an information blackout covering labor unions with only occasional stories grabbing attention.
1. Free or Low Cost Media
The Labor Media Project will put labor unions into the public consciousness with positive messaging and promotions. New media opportunities has evolved such as podcasts, Facebook, Youtube, Instagram, Twitter, social media, downloads, live streaming, etc. Unlike years before, the public can get audio and video content easily through a myriad of sources almost for free. There are exceptions and one is radio where some media buys may be a worthwhile investment in medium size markets. Another major development is the greater ease and affordability to create content. Whether production is in-house or through submissions, it is far, far easier to produce and edit interviews, advertisements, or documentaries then just a few years ago.
2. Quality Content
With a far greater amount of volume to choose from, consumers are attracted to the best presentations. Therefore, as the media market has become demand driven, any public relations campaign must be high quality in any media product it promotes. Whether it’s a 20 second funny ad or a 45 minute documentary, it has to be compelling or it simply won’t be effective. The “Know Your Rights” program is one example. It is proposed because this is filling a demand based on informal surveys and could be engaging and informative if produced well. Sponsoring fair and equal time debates is another format to generate drama and interest as well as inform and educate.
Celebrities grab media attention and is something the public consumes with veracity. Many celebrities, be they professional athletes, famous actors, or the airline pilot Sully Sullenberger are in a labor union. Interviewing celebrities speaking positively about their labor union would generate enormous attention and views. Athletes with political interest such as Oscar Robertson and other retired professional athletes may be more willing to speak on camera. These tactics for quality content combine for effective reach and messaging campaigns that will connect to people.
3. Tell our stories
The third component is the ocean of union members and supporters who have ideas, visions, or stories they want to tell. A video contest for the best 30 second video ad is one example. Perhaps a podcast with great story telling of union success and spirit. It may be a story about a union family saved because of good union health insurance or a worker who almost lost their home if not for their union. Or, a multi-part series on the West Virginia mining disaster of 2010 losing 29 lives and how it happened after the union was pushed out. Interviews with family members who lost loved ones, or stories of their tribulations and how the union had been there for them.
Whether it’s union teachers struggling to provide a good education for our children, whether it’s union laborers building America, or whether its union first responders protecting our country, their story can be told with quality production and unlimited distribution. Join us at this critical juncture in American history to make a significant contribution to the interests of workers, unions, and the labor movement.