Another Reason to Take the Online Labor Movement Seriously

Puke Alert!

Have you heard of the Labor Relations Institute?  It's a very informative website.  If you're interested in finding out what the anti-worker clan is thinking and sharing with others who hold similar values, you should definitely spend some time reading the various articles and "reports" to keep abreast of their modus operandi. Just be sure to have some Pepto, wine, valium, beer - whatever works for you - close by, because trust me, you're gonna need it.

A very smart and covert union operative sent me the following email he received from LRI.  He signed up so he would get their email blasts and stay current with their latest diatribes. Knowing me very well, and having been harassed personally by me about his local's lacking website, he knew this one was worth sharing with me.

You'll notice there is no date or time included. Was this on purpose, or just a moronic mistake?  Sign up for their alerts if you want to receive these kinds of notices delivered straight to your inbox.  My contact signed up for them and clearly noted the union organization he represents. Oh, and by the way, the link doesn't work, either.

Dear *******,

We Must Have Struck A Nerve!

We ran an article in INK last week about recent social media use in union organizing strategies, and offered a free social media strategy call. The response has been tremendous, so we thought we should highlight the offer, just in case you missed it the first time around. 

Here’s what inspired our offer: 

Two weeks ago we had an interesting conversation with the HR director of a large company that recently defeated a union organizing drive. When we asked her about the use of social media and technology in the counter-organizing campaign, she laughed and described how her efforts were trounced by the union. Their internal email systems were constantly taken over by those working on behalf of the union, text messages and voice mails were left on employees cell phones at two o’clock in the morning, and web sites and social media pages in support of the union effort flourished. She had to adopt a strategy of simply conceding the social media/technology effort to the union, and apologizing to the employees for the unauthorized messaging they were receiving through supposedly protected, internal channels. 

In the couple of weeks prior to this, we had run two related stories: one involving the NLRB’s categorization of Facebook conversations as “protected concerted activity”, and another about the successful use of social media strategy against Dr. Pepper Snapple. In the latter article we pointed to the November convention of the International Labor Communications Association (ILCA), which will feature a special panel on “Winning Campaigns with Social Media.” 

We encourage you to seriously evaluate your social media strategy. A proper evaluation should include such questions as:

Am I familiar with all or most of the potential venues that could be used in a campaign against my company? 
Do I have people on staff that understand how to navigate in these venues? If not, have I identified resources who can help fill that gap? 
Have we developed a proactive strategy to engage ourworkforce using social media? 
Have we considered adefensive strategy for social media used against us? 

Again, LRI is offering a FREE SOCIAL MEDIA STRATEGY CALL for those wishing some expert help assessing their preparedness for social media campaigns. Phil Wilson, president of LRI, will conduct a 30-minute conference call to help you answer questions like those above. More important, Phil provides pointers on how to respond to social media attacks during an organizing campaign and even offers some surprising “old school” tactics that are very effective counter-attacks. Phil will take the mystery out of this new communications venue for you and your team. 

Some of what will be covered:

 • What is the original “killer app,” and how can you make it work for you? (hint: you don’t need to be a technology expert to use it effectively) 

• What is the surface vs. the “deep” web? 

• How do you automate “listening in” to the web? 

• Do you have a Twibe? Do those who are working against you? 

• Can social media policies backfire? How do you prevent it? 

• Where’s your social media leverage? 

Copy and paste the link below into your browser to sign up for your FREE 30-minute call. (We use the process to confirm you are a member of management. The call is not for union representatives!) http://www.1shoppingcart.com/SecureCart/SecureCart.aspx?mid=99BAC904-9C2D-4F57-94A0-BFAC05D1CC8F&pid=7986c0c442ca4d47a0e7383a47bc716e&bn=1 (If Link is broken, copy and paste to a word document to create a single line link.) 

If you have any difficulties, call Tammy at 918-455-9995. 

Labor Relations Institute 

7850 South Elm Place - Suite E 

Broken Arrow, OK 74011 US

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.

Unions & Technology: A Marriage That MUST Happen

The following is an article written by Web Connectivity -Just for Unions.  They are creating fantastic websites and software - just for unions.  This article illustrates the point I continue to make through this website, and with their permission, have posted their words here for New Labor Media readers.  Thanks, Web Connectivity, for sharing this resource!

It’s not everyday we hear the two used in the same sentence; unions and technology. They aren’t exactly synonymous with each other! However, technology isn’t going away and it’s changing the way people get their information. The internet is pervasive; it’s in every part of our lives from paying bills to keeping up with friends to learning about issues that affect our lives.

What does your website say about who you are?
What’s it saying to the public? To your members? Like it or not, this is your public face. It frames the way you are perceived. When that 25 year old drives by the JATC and wonders what it is, how does he/she find more information about you? No, he does NOT go home and type a letter of inquiry on his typewriter and mail it to you!! He searches you on the internet. His world is dominated by the internet and tools such as Facebook. The messages he receives are dictated by technology. Does your website communicate with him? OR, does it reinforce misperceptions about unions? Does it look old and tattered? Does it present a compelling message for this person to want to learn more about your organization? Is the content up-to-date and relevant? Is there a secure sign-in for members to access? Can he follow you on Facebook? Twitter? Like it or not, this is your brand; it’s how you are seen by more people everyday than other form of exposure. It is your primary tool for communicating with the world.

And for the members of your local?
If the only reason they have a checkbook is so they can pay their dues, it might be time to consider simple things like online dues payment. Can your members login to a secure site to check the out-of-work list? Can they login and see a private calendar or documents that don’t need to be public? Can they modify their benefits? Check their grades? If you think about the volume of calls received at a typical local, how many could be eliminated if members could go online to get the information? Is it unrealistic to offer your members basic features that are available on virtually every other site they use? In today’s world it’s simply a part of doing business.

Oh but wait, your members don’t use the internet??? Though unlikely, it’s possible – much like it was possible that some people didn’t have a television in their home 60 years ago. Adoption rates are much different today than they were 60 years ago. It took television 13 years to reach 50 million viewers. It took the internet 4 years to reach 50 million users. Facebook added over 50 million new users in just January and February of 2010. Google has over 620 million daily visitors. Today’s technology is developing rapidly and the rates of adoption are far faster than for any other medium we have witnessed.

But MORE IMPORTANTLY, what about the FUTURE of Labor?
It’s conceivable your members aren’t quite there yet but it’s hard to argue that without reaching the under 30 population, labor will continue to dwindle. How does this population communicate? Barack Obama captured 66% of voters age 18-30. He has over 8 million ‘friends’ on Facebook and is still one of the top 6 most followed on Twitter. His campaign heavily leveraged YouTube and virtually any other ‘new media’ they could find. To communicate with this audience Labor must change the way it thinks and the tools it uses. Hand bills and post cards will remain UNREAD. And if you’re mailing this audience something, it better say ‘Pay to the order of’ or it will not get opened – ever.

The tools available to us as Labor are vast and can be confusing. Walk before you run. Your website is the foundation for your communication. Like it or not, it is your lifeline; the single most valuable communication tool available to your organization. Get a website that you can easily update with new content (photos, articles, links, videos, etc.). Make sure your site offers members the ability to login and manage/see their information. When members can login, they’ll continue to come back to the site which gives you the opportunity to better communicate with them. And, as more members begin using the site, you’ll see a significant decrease in phone calls and window visits. Huh, a service to them and a benefit to you; sounds like a great combination!

Labor has to change the way it communicates.
Websites, search engines, Facebook, Twitter, email, etc. – these aren’t trendy fads that will soon go away. In fact, these tools are redefining communication. 500 million Facebook users aren’t a goof. Over 90% of internet sessions begin with a search engine inquiry; 85% of the time via Google. It’s time to leverage these tools; not just for the sake of your members but for the future of Labor itself.


For more information about websites and communication strategies, contact Web Connectivity. We are an IBEW Signatory Contractor and proud union members. Our goal is to help our clients figure out which tools are best for their goals. We work with hundreds of locals across the country to help them interact with their membership from the Business Office to the Training Center to Benefits Administration – and many areas beyond. We stand firmly on the side of Labor and are here to support in any way we can.