New Labor Media's Website of the Week!

New Labor Media is adding a new weekly series that will highlight and critique the best - and worst - union websites. The intent is not to humiliate or embarrass any organization. This is a teaching tool that will help union leaders take a closer look at their own websites, and hopefully make needed changes if necessary. Each site will receive a star rating based on the following criteria:

Why is a website important for a labor union?

In this day and age, if you're not online, you don't exist to the people you want to communicate with. Like it or not, the vast majority of people in this country turn to the internet for practically everything. Examples:

1. An 18 year old high school senior (and future apprentice of the year) graduated in the top 20% of his class, but he can't go to college because he's raising his brothers. The first thing he'll do to find information about his post-secondary options? He will search job postings online. The first postings he'll choose? The ones that have website links rather than just phone numbers, because Generation Y doesn't call, they text and email. Will he contact you?
2. A reporter working on a story about an upcoming rally wants to get a few quotes from labor leaders to use. Her first step is to google the unions in the region to find contact information and perhaps usable information that is already online. Will your quote end up in the paper?
3. A moderately conservative mom is surfing the internet after the kids go to bed, catching up on her favorite blogs. Not knowing much about unions except what she hears about on Fox News, she stumbles upon a labor blog article about a local union's apprenticeship program and reads it. It opens her mind enough that she sends it to a few friends who are looking for jobs. Will it be your article that makes an impact?
4. A daughter brings home her new boyfriend to meet her parents, and his first impression upon them is a good one. He mentions that he's a journeyman with the local union. The father is suddenly skeptical and wants to find out more about this "boy" who is leering at his little girl. He goes online to look up the union to see if this guy is legit. Will he find your union's website filled with broken links and old updates, or one that's slick and easy to navigate? Will your union's website represent your member as well as he is representing you?
5. 50% of the members of a local union are habitually late in paying their dues because they have to go out of their way to pay them at the union hall.  This puts a financial strain on the union and forces an already overworked secretary to spend half of her time chasing down dues. Can your members pay for their dues online through your website for more timely and efficient results?

Your website is often the first impression you'll make on many people. Do you feel that it represents your union and its members well? Check back each week to learn some new ideas about how to make your website stand out.

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.

What Happened to MLK Jr.'s Dream?

By Patriot-News Op-Ed 

At the apex of his life as a civil rights leader, the Rev. Martin Luther King Jr. was traveling about 325,000 miles a year and gave as many as 450 speeches one year. However, the speech etched in the minds of millions, perhaps billions worldwide is the “I Have a Dream” speech.

What is it about this particular speech that makes it resonate with a variety of audiences?

Some are undoubtedly mesmerized by the colorful language and the poetic phrases. Others are struck by this speech because it expresses hope for a brighter tomorrow where everyone is judged on their merits and not their skin color, and by extension not their gender, age, religious belief or nonbelief, national origin or sexual orientation.

Still others are enamored with this speech because it occurred at such a time in history when people of all backgrounds, rich and poor, young and old, came together on a hot sweltering day in August to persuade the nation to live out the true meaning of its creed that all men (and women) are created equal. And then some are inspired by this speech because King was able to put into words the inequality a race and class of people were feeling and experiencing on a daily basis.

In 2008, there was a period of euphoria and optimism among Americans who felt they had lived to see irrefutable evidence of the fulfillment of King’s dream when we elected our first biracial president.

As it was in the days of President Kennedy, young people registered and voted in numbers not seen in 50 years. Civic engagement was at an all-time high. The outlook for race relations was promising, and the entire world applauded our willingness to look beyond color and see character and competence.

Two years later, the euphoria has worn off. Those who hoped for a fast turnaround of a faltering economy soon despaired as factories continued closing, the dollar continued declining, the unemployment rate continued rising and the federal deficit continued expanding. These conditions warrant dissatisfaction and dissent.

We are indeed within our First Amendment rights to protest for principles. We also have a duty to engage and express our discontent with government. What is troubling is the coded sentiments that threaten to undo much of the progress we’ve made to become a united federation of states and the poisonous rhetoric that attacks the person rather than their perspective.

We are devolving into a fractionalized nation of xenophobes, fearful and distrusting of anyone unlike us. Some flinch when they encounter an Indian Sikh wearing a turban, fearful that he might be an Islamic extremist. Some women clutch their purses when riding alone with an unknown man of color in the elevator, leery of being accosted, no matter how well he might be groomed and dressed.

Some are appalled at the notion of a military without a “don’t ask, don’t tell” policy on sexual orientation regardless of the soldier’s professionalism.

King said that “racism is the myth of inferior people.” His ally, Rabbi Abraham Joshua Heschel, added: “Racism is man’s gravest threat to man — the maximum of hatred for a minimum of reason.”

If King’s commitment to equality and justice is worthy of emulation then each of us must resolve to do our part to affect the change we wish to see. Determine today to shine the light of reason into the dark recesses of intolerance until justice is illuminated.

In the corporate sphere this means choosing to advocate for people with potential, regardless how different from you they might look, act, think or worship. In health care it means regarding any malady as worthy of political and financial support even if the disease in question is most prevalent among blacks (sickle cell), Latinos (cystic fibrosis) or Jews (Tay-Sachs).

Two years ago, the Martin Luther King Jr. Leadership Development Institute spawned the “Blueprint for Prosperity,” a comprehensive community-based strategic planning model whose impact is measured through 15 years.

The Blueprint focuses on six critical areas with far-reaching impact: education, racial opportunity and harmony, economic development, quality of life, leadership and infrastructure.

With the assistance of many partners, United Way, Penn State Harrisburg, The Firm Foundation, PinnacleHealth, Messiah College, Harrisburg Regional Chamber & CREDC and others, including media sponsors WITF, 95.3 FM the Touch and The Patriot-News, we are framing the issues and mobilizing resources for a concerted and united attack on these systemic challenges.

Join us and others in putting aside partisan distractions and see that our fortunes are “inextricably bound together.” Do it today for “Today is the tomorrow you spoke about yesterday.”

JOSEPH ROBINSON JR. is executive director of the Martin Luther King Jr. Leadership Development Institute and executive director of the South Central Pa. Sickle Cell Council.

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.

It's Time to Admit That There Is a Problem

The labor movement in general, particularly at the local and state level, struggles with self promotion and a positive public image. There are exceptions, particularly at the international level, but as you look down the hierarchy of labor union organizations, those exceptions become harder to find.

It's no wonder this is the case, because organized labor has been a corporate and political punching bag for a long, long time. One can only imagine how frustrating it must be to see your membership dwindling, despite your best efforts, while constantly trying to protect your local union's market share. Yet you keep doing what you're doing, because that's what you know, but nothing seems to change, does it? As a result, merely surviving unofficially becomes the order of the day, by circling the wagons and keeping to ourselves, running an ad here and there, trying to help the right political candidates win, and depending largely on word-of-mouth and limited organizing and outreach opportunities (not to mention funds) to find new members and contractors. This can be especially true in right-to-work states where labor leaders must represent all workers when a contract is in place, even those that are not compelled to pay dues.

Once you find yourself in this mindset, it gets difficult to think out of the box and come up with new and creative ideas, particularly for the long standing unions who have traditions to uphold and respect.  A great deal of the union culture is steeped in its roots and history, but as the older generations age that remember better days, and the younger generations start to come up the ranks that don't have a clue, the culture is starting to erode.

However, complacency in this struggling labor movement will be the kiss of death. It is, in fact, dying a slow death. The U.S. Bureau of Labor Statistics (BLS) initially began collecting labor union statistics in 1983. At that time, union members made up about 20% of the workforce in this country. Now it's down to 12%. In 27 years, we've lost 8% of the market share. What should this number tell you, labor leaders and activists?

Labor cannot keep doing what it has always done and expect a different result. We cannot wait for the pendulum to swing the other way, because it might not. We cannot expect our up-and-coming apprentices and journey workers to think and act like us when there's a two generation gap. We cannot operate in a vacuum. We cannot sit idly by and complain about the lack of participation by our members, and reminisce about the good ol' days when union meetings were filled to capacity, yet now we're lucky to get five, because "they just don't get it."

Maybe, just maybe, we're the ones that don't get it anymore.

That 8% loss means it's time for change. No, strike that. We've been losing percentage points for decades, so the time for change was long before now. But today, it's do or die, otherwise we'll be nearly extinct in another 27 years.

Change - real, meaningful change - comes slowly. On the international level, change has been in progress to a varying degree. They've updated their look, modernized their technological capabilities, improved communication systems, developed dynamic websites, built impressive international training centers - the list goes on. Unfortunately, this change does not always filter down to the local level.  Local and regional labor organizations often don't have the level of funding necessary to do a complete overhaul.  But let's be real here.  Some of you in the more established industries - building, construction and manufacturing trades - aren't comfortable with change, or a computer, the internet, maybe not even email.  You came up through the apprenticeship program, then up the ranks working your tools, paying your dues, putting in overtime, learning your craft and becoming an advanced journeyman, then later perhaps taking a leadership position with your local.  You are not, nor should you be expected to be, a natural-born accountant, public relations or marketing expert, or an IT professional.  However, a good leader recognizes his/her limitations, and surrounds themselves with those they trust and can fill in the blanks.


So, your union membership is withering away - where do you start?  What can you do?  Even the most savvy labor leaders can use a new perspective from time to time.

A good place to start is with your public image. You won't be able to change public perceptions overnight, but small changes to your public relations strategy (or starting from scratch with one) can be inexpensive and high impact.  You've gotten a bad rap over the years. You're characterized as short sighted, unreasonable, old fashioned, difficult, irrelevant, crooked mafia bullies. Movies, TV, comedians, books, media, politicos - they continue to perpetuate this image. Is there any truth to it? Do you think any of these words describe your organization, or - dare I say it - you? Or is it just an old reputation that refuses to die?

Let's be brutally honest, here. A few of them might be true. I would argue that "crooked mafia bullies" can be categorized as an outdated reputation as a whole, although there will always be a few bad apples in the bunch, whether you work for a union or on Wall Street. We will forever be linked to the Jimmy Hoffa's in our country's history one way or another. But irrelevant, old fashioned, short sighted? Well. . . maybe a little?  Here's a quick quiz to figure it out.

1. Is the exterior of your union hall an eyesore, because it's exactly the same as it was 30 years ago?
2. Are you still using the same furniture from the 60's, 70's or 80's?
3. Do you rely on your secretary to check your email for you because you don't like using a computer?
4. Do you believe that a website for your local or council is not necessary and a waste of time and money?
5. Does your local union have a website, but it hasn't been updated in five years?  Three?  One?  Six months?
6. Do you still keep your records in a ledger and track very little electronically?
7. Do you still rely heavily on mass mailings to communicate with your members?
8. Do you think Facebook and Twitter are just for teenagers?
9. Do you feel frustrated because no matter how many career fairs you attend, your local or council is just not getting many applicants anymore that you consider good quality?
10. Is attendance low at monthly union meetings, and you can't understand why, since you mail out 300 reminder postcards every month?

If you answered yes to any of these, then I urge you to check back next week, when we'll start to uncover some steps you can take towards improving your union's image, both internally and externally, why you should even bother, and the potential payoff if you do.