The Wisconsin Protests: A Lesson in Union Communications

Take note of the date February 15, 2011. It is the day that the American labor movement finally awoke from a long coma, and it did so on the steps of the Wisconsin Capital this week.

Wisconsin Budget Repair Bill Protest from Matt Wisniewski on Vimeo.

Every union member in this country owes Governor Walker a huge thank you. If it weren't for his moronic short-sidedness and political greed, these protests would never have happened - but they desperately needed to. These protests are serving as the spark that sets labor's passion on fire again - a passion that has waxed and waned for far too long. Let's hope that Wisconsin's fire spreads from state to state, because the middle class has taken a serious beating, and something has to change.

There are some important lessons to glean from these events. There is a very strong force that has driven so many thousands of protesters to Madison from all over the country.  This has become a national focus, and it happened at the speed of light. The driving force behind it is none other than social media in various forms, and demonstrates the enormous power that this medium has. An estimated fifty to sixty thousand people showed up today, which never would have happened in less than a week by setting up phone banks and sending out email blasts. Word spread virally in large part due to Facebook, Twitter, YouTube and the like.  There is no denying the existence of a very strong online labor movement anymore, because it is (almost) singlehandedly fueling the events unfolding as we speak.

Labor leaders, please learn this lesson if you haven't already. Social media is creating a much greater level of solidarity and unity among those in the labor movement, which has been sorely lacking for decades. Union leaders and members are connecting with each other from one end of the country to the other, and coming together to support the cause. From Richard Trumka down to John Smith, a first year apprentice, and everyone in between - social media has created a new mechanism for connecting and communicating with labor folks from all walks of life, at all levels - and you and your labor organization needs to be an important part of it.

If your organization is dragging its heels because of aging leaders who barely use email, then take the initiative to recommend ways to get them involved. Oftentimes the fear of the unknown is far more stifling than the reality.  If they don't want to learn, if they don't want to encourage social media as a vital outreach tool for your local, then so be it - but at least you tried. Keep trying, stay involved - and one day you'll find that it's your turn to be the aging leader - but one that is tuned into the rank and file and national developments long before it hits the papers. It's far better (and sometimes easier) to lead others when you understand who they are, what they want, and what drives them as people.  

Conversely, you can't call them to action and expect an overwhelming response when they barely know who you are and you only connect with them personally a couple of times a year, at a union meeting or Labor Day picnic.

Re-Branding the Labor Movement: A Post-Election Lesson

If last week's elections proved anything, it proved that the labor movement would be well advised to focus on creating change from within, rather than trying to create it by hitching our trailer up to a politician's vehicle and hoping they'll have enough horsepower to advance us forward.  In case you haven't noticed, we have yet to go anywhere in the last few decades.  We're actually rolling in reverse on several fronts.  It's time we put all of our money into an F-650, and let the politicians hitch up to us.  Perhaps then, when they actually win an election, we'll get much better results from our investments.


So, how do we begin building the F-650? Well, as you can probably imagine, there are many, many components required, both mechanical and technological.  The F-650 is a powerful vehicle, and it's pretty overwhelming to figure out how to transform a travel trailer into one of these monsters.  It's no wonder why it hasn't been done before.  However, if you focus on one piece at a time, the upgrading process is much more palatable.


One piece that I believe is of utmost importance to the labor movement is that of public relations/marketing/advertising/communications - however you want to categorize it.  It is the most ignored, overlooked, underfunded and/or ill-conceived yet fundamental element within the labor framework.  The labor movement is by and large made up of those in skilled trades - not media experts and public relations consultants - so it's no surprise that this is an area of need.   Labor needs to figure out how to fulfill it - and fast.


This is not to say that advancements haven't been made in this respect.  There are very positive examples here and there of labor organizations and individuals that are starting to get it.  It's time  that labor organizations, from internationals to locals and everyone in between, start constructing well written, organized and purposeful strategic communication/public relations plans that address not only our members, but the general public as well.  If we don't take measured steps to proactively control our image and brand awareness by focusing on brand strategy development, then the Tea Parties, Glenn Becks and Sarah Palins of the world certainly will - as they already have.


Hold on one second - brand strategy development? What the *@$#? This is not a phrase commonly heard at the hall over coffee among the retirees, at the monthly union meetings, or in apprentice classes.  If it is discussed, it's probably limited to the upper echelon of the AFL-CIO and the Internationals, who desperately need to develop and provide educational resources that can arm their locals with an arsenal of branding tools that impart a consistent message throughout the country.  Examples include: Instruction on how to develop and implement a communication/marketing plan; the importance of having an online presence that provides value through a quality website and social media profiles; how to significantly improve internal communications so that members become more invested in their local's efforts. However, in order to provide these types of resources and guidance, the upper echelon needs to figure it out for themselves first.  


In private industry circles, particularly those with names that end in Inc. or Corp., a "brand" is not simply a product name. It's an intangible impression of thoughts and feelings about your organization that can be indelibly left on a person.  

"Whatever your business, your brand is who you are, what you do, and how you build relationships with customers, prospects and influencers. Your brand is how you motivate your people. Your brand is how you fulfill the promise of your company and its products. Your brand is how you define customer experiences, make them memorable, and build brand value." (The Latham Guide, Latham and Company, LLC)

Further, your brand has significant power over your ability to shape your organization and its future - or lack thereof.  Organizations of all types spend large sums of money every year to develop, improve and  protect their brands - organizations that in some cases are much smaller, have much less at stake, or provide significantly less value to society. Consider this: Kentucky Fried Chicken spent millions to "rebrand" their image to become KFC.  Which has more societal impact?  Fried chicken or labor unions? If we based our answer on public relations budgets, the Colonel would win, hands down.

You're probably thinking that labor doesn't have the kind of money that a re-branding campaign would require.   Remind me again how much the AFL-CIO spent on election campaigns this go-around with very little to show for it?  Over $200 million?  Is it really cost effective to use union dues in the 11th hour for an election that most people felt was a waste of time anyway?   Perhaps if the international unions and the AFL-CIO had dedicated a chunk of change towards waging an intensive re-branding/marketing/communications campaign years ago, aimed at the general public and designed to introduce the 21st Century Labor Movement to the masses, it would have made life a little easier come election time.


Bottom line: Perception is everything, whether it's true or not.  The public's perception of Labor needs to change, but this will never happen unless labor organizations realize how vital public relations efforts are today for the existence of our unions tomorrow.