How to reach - CUPE Alberta · shows support for the public employees it sees. By being visible in...

How

to

reach

members

and

the

public

CANADIAN UNION OF PUBLIC EMPLOYEES

Published by theCanadian Union of Public Employees21 Florence StreetOttawa K2P 0W6cupe.ca

© Copyright October 2000 – CUPE

How to reach members andthe public

Communicating CUPE is a roadmap to getting and staying in touch with members and the public.It outlines the how-tos of communicating fromplanning and confirming a strategy to using toolslike a local newsletter, a fax tree or a letter to theeditor. It has simple guides on everything fromwriting and using photographs to coalition buildingand talking with the media. And remember, help isjust an e-mail away at [email protected].

What this booklet can do for you

CUPE

Why we must communicate

Each day CUPE members face newchallenges on the job. The right-wingagenda to downsize, contract out andprivatize is restructuring workplaces anderoding vital public services. Yet studiesshow the public supports better services,not the latest political whim.

CUPE members know from experience howimportant our work is to the people whouse our services. We know better thanany politician or reporter the human con-sequences of downsizing, cutbacks andother backsliding policies. That’s why it’simportant to voice our concerns andspeak up for quality public services andjobs. We know public services best – andshould always remember that our front-line experience makes us experts.

Communicating what we know can anddoes make a difference. Communicatingwith CUPE members and the public is anessential part of our work as advocatesfor fair treatment and change that bene-fits everyone.

Members feel connected

In the local, good communication is theglue that connects members to oneanother. With it, members feel theunion belongs to them. The newslettergets read, the 1-800 number gets used,and the e-mail message brings ananswer to a question. When membersfeel part of a local, they becomeactivists and that makes the localstronger.

Our work becomes visible

In our communities, good communica-tion makes our work visible. When wejoin forces with our friends and neigh-bours in coalitions and local commit-tees, we show the media that we arereal people. The public consistentlyshows support for the public employeesit sees. By being visible in our commu-nity and letting people know what’sreally going on in our workplace, we’rebuilding support for ourselves and ourpublic services. Whether working as alocal or in coalition, we are seen aslegitimate voices making an importantcontribution to public debate.

Communicating with CUPE members andthe public is an essential part of build-ing and maintaining support for ourpublic services and jobs.

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Communicating CUPEHow to reach members and the public

Getting started 4

How to get what you want – Strategic planning 5

Identify the issueHow do members see it?Getting the factsSolutions and campaign goals

Get your strategy rolling 7 Identifying your audiences Campaign theme and your message/slogan Seven Cs to good communicationsTimingCampaign eventMembership communicationsPublic relationsFinancing the campaignMeasuring success, shifting gearsRocking the boatTo-do checklist

Communications tools 13Connecting with membersMeetingsOne-on-oneRaise your union’s profileSupport activism Be creativeOrganizeCommunicators/1 in 10 network

Start a union newsletter 17Distribution ideasWritingStyleStructureFact gatheringStory ideas and sources

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Communicating CUPE

What’s inside:

Headlines Copyright and libelEditingDesignPhotos

Start a local web site 24Web design

Using the news media 27What is news?Media relations Being interviewedInterview tipsLetters to the editorNews releasesNews conferencesMedia contactsAdvertising

Working for change 36Making wavesGuidelines for political actionWired for actionCoalition building Lobbying Staging public events Election politics

Doing what works 42

Where to get help – Resources 43

Appendix A 44Communication circles template

Appendix B 46Phone tree template

Appendix C 48Newsletter sample

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Communicating CUPE

Don’t be put off or put down. Start fromyour own experience. Never forget thatyou and your co-workers know moreabout your public services than anyoneelse and your front-line experience is critically important.

Like any important task – bargaining,health and safety, anti-racism – you’llprobably need a committee. Speak toyour local president or rep about peoplethey think might want to participate andmake sure you have a committee that’srepresentative of your membership.

Posters are a good idea for getting peopleinvolved, but nothing beats just askingpeople. Most people feel good when

they’re asked because it shows you thinkhighly of them.

There doesn’t have to be an immediateissue to start a communications committee.In fact, it’s better to communicate withmembers before there’s an issue becausegood communications builds a stronglocal.

When starting your committee, ask eachperson what they want to see happen.Exchanging opinions allows members tofocus on shared ideas about what needsto be done. Your goals can be as simpleas increasing attendance at your meet-ings or encouraging discussion about amajor bargaining issue.

The best time to start a communicationsplan is well before a crisis hits. Beingproactive rather than reactive puts timeon your side. For example, communica-tions planning should be a part of anynegotiations strategy, not hurriedly putin place when a strike, lockout or layoffhappens.

Keep your plans simple and doable.Start small and be consistent. You canalways add to your success.

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Communicating CUPE

Getting started

Good campaigns have a strategy andaction plan focused on achievable goals.Make sure someone is assigned to takenotes so you’ll have an action plan whenyou’ve finished strategizing. That’s afancy term for figuring out where youwant to go and how you’re going to getthere. The following sections outline thesteps to take.

Strategic planning isn’t complicated. Ourkids do it when they’re figuring out howto stay up beyond their bedtime. We doit when we ask someone out on a date.We prepare for the worst if we’re pulledover for a speeding ticket and want toget out of it. Strategic planning is anticipating problems, figuring out howto overcome them and getting what wewant. Everyone has the skill to planstrategically. But the steps below willhelp you do it with success.

Identify the issue

The first step at your strategic planningmeeting is to clearly state the situation.It could be a privatization threat or ahealth and safety problem that isendangering both members and thepublic. It could be a cutback in mem-bers’ hours that will mean a cut in public services.

Look for real workplace issues that youcan build a campaign around. Since

good communication is always useful,try out your strategies and thoughts onsmaller things – maybe getting peopleto run for a spot on the executive orbecome a shop steward – before youneed communications to save jobs.

How do members see it?

A good communications plan includesspeaking to members with differingexperiences and opinions: women andmen; newcomers and veterans; part-timeand full-time. Knowing how your mem-bers feel about the issue helps deter-mine a strategy that pulls the localtogether, not apart. Many locals aremade up of diverse memberships withdiffering racial and cultural backgroundsand language needs, so make sure youreflect the diversity of your membershipin the opinions you seek. Membersneed to see themselves in any campaignfor it to work.

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How to get what you want -Strategic planning

Strategy

Action

Getting the facts

If you’re dealing with a major issue, youneed to do some research. Dependingon the issue, background informationmay be available from CUPE’s web siteor from the Research, Equality, Healthand Safety or Legal branches. Ask yourrep for assistance in how to accessthese resources.

You will also want to dig around your-selves for hard facts to support yourcause. These do not have to be longresearch documents. They can be assimple as knowing how your local coun-cillor or trustee voted on a certain issueor the amount of funding your publicservice receives. They can, of course,be more in-depth and include thingssuch as research briefs, polls or surveys.If your issue has already received mediacoverage, go back through the newspa-pers and see if there are any peoplewho may have information you can use.

Again, depending on your sector,regularly attending meetings of yourboard or municipal council can beimmensely valuable.

There are two important things toremember about facts, though. Thefirst is that facts must back up yourcase but if you’re going to the public,you need a human face for any cam-paign. People care about people – andthe stories they remember are ones thatinvolve people. Your campaign must beabout people first, with the facts usedto support your case.

The second is that you should resist theurge to preach with facts. You areright. But let the facts speak for them-selves without beating your audienceover the head with them.

Solutions and campaign goals

In your strategy session, you need toidentify the goal or solution to theissue. What is it you want to achieve?What will resolve the situation?

Be realistic when setting goals. Simplyraising public awareness of members’work can be your goal. Getting morepeople to run for your local executivecan be, too. Set a short-term as well asa longer-term goal. Success is easier toachieve in small workable steps.

For example, in the short term you wantto stop or minimize the impact of cut-backs or layoffs. In the long run, youwant to strengthen your collectiveagreement language. In each case, youneed both membership and public support.

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Strategic planning

Here’s a checklist of the stepsyou’ve taken so far.

You have:✓ Identified the issue/situation clearly.✓ Determined how members view the

issue.✓ Collected background information,

done some research and have yourfacts straight.

✓ Set short-term and long-term goals.

Next you need to identify the people ordifferent audiences you want to talkwith.

Identify your audiences

Take a look at the sample ‘communica-tions wheel’ on page 8 and the explana-tion of how it works. You don’t have touse it, but many locals will find it to bea valuable tool that helps them to thinkabout who they need to talk to. There’sa blank wheel included (Appendix A) tohelp your committee create your owncommunications plan.

Here’s how the wheel works. In thecentre spot of the wheel put yourself,your committee or your local unionexecutive. Then work outwards fromwhat you presently know about yourunion activities.

Think of the groups with which you nowcommunicate – the membership, youremployer, other unions. Think aboutexisting or potential coalition groups.

Draw each of them in a larger circlearound your small centre circle.

Work your way out by adding rings foreach group with which you communi-cate as well as groups you want to con-tact. Identify potential allies, such asother like-minded community groupsand users of your members’ services. Inthe outer rings, you could draw circlesto include politicians whose decisionsaffect your work. There should be aring for the media and lastly one for thepublic.

Think of the circle as making waves.Setting up a communication link witheach group in the ring should flow nat-urally. First, you contact your members.Then you develop allies who will sup-port your campaign. Next you talk tothe politicians. Then you use the newsmedia to broadcast the situation.Perhaps you want to have a ring forsome paid advertising, depending oncampaign funds. Lastly you reach outto the public.

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Get your strategy rolling

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Taxpayers / public

News media

Politicians / elected officials

Friends, Allies, Coalition partners

Other CUPE members / CUPE locals

Other workers / other unions

Non

-active members

Management

Activemembers

Communications Wheel

For a blank template, see Appendix A, p. 45

Campaign theme and yourmessage/slogan

The ‘communications wheel’ makes iteasier to brainstorm about what yourmessage will be and then to choose anappropriate catch-phrase or slogan. You want to make sure your slogan willbe quickly understood by each audiencein your wheel – including somethingsimple enough to be picked up by themedia.

Put a few ideas down, e.g., Keep ourkids safe! Our work makes our townwork! Neighbours at work for you. Testthem out by asking people their opinions.Elaborate campaigns sometimes usefocus groups to do the same thing.Help to refine a slogan is availablethrough CUPE’s Communications Branch.

Think about your service, how our mem-bers feel about it and what it means tothe public. Sewage treatment workersprovide a critical early warning systemfor environmental hazards and publicsafety. Other CUPE members, such associal workers, nursing home and childcare workers provide important servicesthat make communities a better placeto live.

Remember in choosing a slogan ortheme for your campaign that it needsto connect with your audience. Yourmessage should appeal to feelingsrather than repeat facts. If there arelayoffs at your school board, the link tothe public is likely to be the negativeimpact on the quality of their children’seducation. If the city is privatizing itswater, the link to the public is likely tobe concerns over water safety or bigwater bills. Think of your audience andtailor your message to them.

In some places, you’ll want to commu-nicate your message in more than onelanguage. If you’re in Ottawa orMoncton, for example, an English-onlymessage won’t connect with francophonemembers. If you’re organizing a cam-paign to encourage your members toget involved and many of them speakSpanish, it’s probably a good idea tohave information available in Spanish.

Timing

Set an overall timeframe for your cam-paign and look for appropriate peaks inactivity. Whether your goal is to swayopinion for an upcoming council vote orstop a pending hospital closure, planyour actions leading up to decision day.Look for openings to communicate yourmessage, such as a visit by the provin-cial health care minister. If you’re deal-ing with a board or municipal council,you might want to use their meeting asa focal point since the media are likelyto be there.

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Seven Cs to good communication

When you’re thinking of a message or slogan fora campaign, keep these seven Cs in mind. If youtest your ideas against these goals, you’re morelikely to choose a winner.

ClearConsistentConcise

CompellingCreative

ComprehensiveCredible

Campaign event

To launch your campaign, you will prob-ably want to focus on a central action.This could be some kind of public event,such as a demonstration or informationpicket. It may be a longer-term effort,such as a petition or card collection.Ask yourselves what would draw atten-tion to your issue and win support fromyour target groups.

Membership communications

To ensure your members’ support, youwill need to keep them informedthroughout the campaign. How you dothis may best be determined by yourlocal union’s structure.

It could be as simple as a notice promi-nently displayed on the local’s bulletinboard or in the lunchroom. Sometimesusing e-mail or group voice mail is best,depending on how your workplace isstructured. Other locals may communi-cate best by bulletin updates faxed to

members, using the Internet or develop-ing a CUPE Communicator/1 in 10 con-tact system. (See Tools section)

If you aren’t publishing a regular unionnewsletter, this is your chance to startone. Consider issuing a special cam-paign bulletin separately or as an insertin your newsletter. (Remember anewsletter doesn’t have to be huge.Many locals have only one-pagenewsletters and they work very well.)

If many of your membership have accessto the Internet, either at work or athome, you might want to consider aweb site. For some locals, it may actu-ally be a more cost-effective solutionthan paying for photocopying and print-ing. (It doesn’t have to be complex orhave a dazzling design. Make it simpleand easy to update so you can keep itup with a minimum of fuss.)

Check other sections in this Power Toolfor more detail about different tools touse when building your communicationsnetwork.

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Public relations

To reach your public audiences, you willwant to engage in one or more activities.These could include leafleting, lobbying,petitions, mall displays, coalition build-ing, information pickets, cultural events,political action, etc. Some membershave created web sites or used theInternet to fax letters directly to politicaltargets. Never forget – any bit of pub-licity helps. A letter to the editor ofyour local paper doesn’t take long towrite, but helps get out information.

Financing the campaign

It’s important to state that a campaigndoes not have to be expensive to beeffective. In fact, many successful campaigns are virtually free. No amountof money replaces hard work and commitment from members and the bestway to guarantee success is to get asmany members involved in a campaignas possible.

That said, some campaigns do costmoney. If you are spending, it’s impor-tant to list your campaign materials,quantities, costs and deadlines. Callyour local unionized printer for esti-mates. Contact your local Internetprovider and find out about getting aweb site hosted. Get estimates onadvertising in places that best reachyour target audience, if you think youneed advertising to get your messageout. Don’t forget – advertising isn’talways the answer and almost neverworks unless there are members doingsomething to back it up.

Don’t forget to identify all possibleexpenditures (travel, office equipment,supplies, lost wages for bookoffs, mailing,printing, distribution, web design andhosting charges, etc.).

Your campaign may qualify for financialhelp from CUPE National. Working withyour CUPE rep and a Communicationsrepresentative you can make a requestto cost-share expenses for certain typesof campaigns.

Local unions may also want to workwith provincial divisions and sectorcommittees to gain access to cost-sharing. This can sometimes be doneby incorporating local campaigns intobroader provincial ones, but it can’t bestressed enough that a campaign doesnot have to be big to be successful.

Measuring success, shifting gears

Build a concrete measure of successinto your campaign so you know howwell you’re doing. Include a mail-backcoupon if you’re leafleting. Give peoplea chance to respond by using a feed-back phone line. If you have a website, make sure your site allows peopleto send comments to you and trackshow many people visit your site andwhere they’re visiting from.

Hold regular evaluation meetings ofyour team. It’s important to be awareof the impact your campaign is havingso you can shift gears and make appro-priate changes. Be flexible and remem-ber to evaluate what you’re doing asyou go.

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Don’t be put off if your campaign gen-erates a negative reaction. Rocking theboat is bound to make waves. In fact,if you get some people angry it’s proba-bly a sign you’re doing something right.Get help before you plan somethingthat you or your members have doubtsabout. For example, there are resourcematerials available that explain libeland other issues. Always inform your-self. Remember, help is availablethrough your rep and CUPE’sCommunications Branch.

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Communicating CUPE

Rocking the boat

✓ Identify the issue.✓ Find out how members see it.✓ Gather background facts.✓ Set goals.✓ Develop campaign message

and slogan.✓ Target your audiences.✓ Refine your timing.✓ Plan your campaign event.✓ Communicate with your

members.✓ Decide how to go public.✓ Plan your finances.✓ Set up ongoing evaluation.

To do checklist:

Your strategy and action plan aredrafted. Now you need some tools to do the job.

The first set of tools involves ways toreach out and connect with members.Members are the campaign. Withoutmembership support, leaders arefrustrated and the union can’t act as a unified group.

A good communications network raisesthe union’s profile. It says members areorganized and ready to fight smart nomatter what the issue. It sends a signalto management as well.

Think about using more than one tool toensure you reach different members. Usethe tools best suited to your workplace.

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Communications toolsConnecting with members

MeetingsHave something new to say.Advertise the issue.Keep on track.Make meetings shorter.Try lunch hours or alternative times.Choose convenient location, e.g. atworksite, by department.Arrange for interesting guest speakers.Encourage listeners to speak andtalkers to listen.Consider childcare.Always post meeting minutes on theunion bulletin board.

One-on-oneGet out and talk with members.Identify natural leaders and keepthem informed.Have a way for individual membersto reach the union.Offer union ‘office’ hours.Practise good listening skills.Show you care with personal attention.Act quickly to deal with members’concerns.Make sure the atmosphere is inviting.Prepare a kit of union material towelcome new members.

Raise your union’s profileLead by example.‘Toot your own horn’ and self-promote your local’s members andtheir successes.Be ready with positive alternativesto management’s agenda.Build confidence. Get the answersand results out to members.Develop a positive image with community involvement.Use the bulletin board and make it more appealing.Distribute union promotional materi-als (e.g., pins, posters, etc.).Set up union suggestion boxes invisible locations.Have a steward in the mailroom orswitchboard to reach people.

Support activismReach out to new members, young members and members from different backgrounds.Invite observers to grievance andother meetings to learn.Delegate small duties to make people feel more involved.Offer education opportunities.Offer per diems and cover child care costs.Involve people in committees suchas EAP (Employee AssistanceProgram).Recognize members’ work in thecommunity.

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Communications tools

Here are some pointers:

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Set up phone trees (each memberphones two or three others, whothen phone others until the wholemembership is covered). A phonetree template is provided inAppendix B, page 47, along withinstructions.Set up a fax tree (same as thephone tree).Use group voice mail (check withyour phone service provider fordetails).

Set up a local union hotline formessages – larger locals may need atoll-free number.Prepare scripts for phone messages;have multilingual members voicethem.Create an e-mail list of union mem-bers. Put up a web site for yourlocal.Identify natural leaders from differ-ent backgrounds and work sites.Create a Communicator/1 in 10 network (see page 16).


Sponsor a free lunch.Offer union videos for members towatch at home.Start 50/50 draws.Organize a free social event.Use banquets, dinners or dances to get together.Organize ‘free speech’ sessions on controversial topics.Offer small prizes for trivia questionsbased on collective agreement.Print a T-shirt with your local’s logo.Use ‘freebies’ to grab attention.Start a community radio or cableshow.

Organize

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In many local unions it’s often the busyexecutive or shop stewards who distrib-ute union materials to the general mem-bership. While this may work for some,even a good distribution system is not acommunications network.

The CUPE Communicator/1-in-10 net-work is set up to get people talking topeople, not just shuffling paper. Itshould be a goal for all locals because,quite simply, it works.

Member communicators take on the jobof communicating with 10 other mem-bers in their direct contact area.Communicators are expected to intro-duce themselves to their membergroups.

They are then responsible for talkingabout and circulating (or collecting)any materials channelled through themby the local’s executive. Communicators

are not expected to have answers tomembers’ questions or handle grievanceissues. They simply are a channel forquestions or answers and verbal or written union information. It takesonly a few minutes to give somethingto 10 people in a Communicator’s immediate work area, but once this system is up and running, you’ll wonderhow you managed without it.

There are two advantages to this sys-tem. The first is that it is the fastestway to distribute information and guar-antee it is read by everyone – crucial ifan important decision needs to bemade. The second is that it ensures theunion is always visible to all the mem-bers and, when it works well, provides atwo-way flow of information: the execu-tive to the membership through commu-nicators; with communicators telling theexecutive what the membership thinks.

1. Draft a map of where members are locatedwithin your union local.

2. Within each area, divide members intogroups of 10 persons.

3. Look for a person within each group to actas a CUPE Communicator

4. Ensure Communicators are drawn from alldepartments/areas and are representativeof the workplace.

5. The member Communicator should be ableto make conversation easily and be inter-ested in union affairs

6. Once Communicators are assigned for eacharea, talk with them and ensure theyknow what to do.

7. Clearly define the Communicator’s role assimply a two-way channel for information.

8. Make sure Communicators understand theirrole is not to answer complicated ques-tions or grievance issues but to refer themto a steward or executive for action.

9. Let all members know the network existsand how it will operate.

10. Distribute buttons to help Communicatorsmake themselves visible and easily identi-fied.

11. Meet with Communicators regularly toresolve difficulties and act on suggestions.

Communicator/1 in 10 network

Here are steps to set up your CUPE Communicator/1-in-10 network:

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News is information people don’t knowabout. A letter is a relaxed style ofwriting. And a newsletter is a veryuseful tool for keeping union members in the loop and involving them in thelocal’s activities.

A successful newsletter is always agroup effort, tapping into the talentand energy of as many people in thelocal as possible. Here are some othertips for success:

1. Keep your newsletter full of what’snew and write in a simple, easy-to-read manner.

2. Use lots of familiar names and localreferences. Make people, not things,the centre of your stories.

3. Publish the facts. Keep your mem-bers informed about what’s happen-ing in the workplace, the localunion and your community labourscene.

4. Issue your newsletter often. Ashort, regularly published newslettergets members used to seeing it.

5. Make sure you have your factsstraight and pay attention todetails. Members care about howtheir names are spelled. Your credibility is on the line.

6. Use design tricks, cartoons and photographs to give your newsletterreader appeal. For sample newslet-ter see Appendix C, page 48.

7. Invite members to contribute theirskills, e.g., writing stories, computerlayout or sketching cartoons.

8. Draft an editorial policy and publishit. The newsletter is an open forumfor all members but the local unionis responsible for respecting individ-ual rights, legalities and editingitems for good taste.

9. Consider the diversity of your mem-bership. Can your newsletter beread by all members? Are thereways to reach out to reflect culturaland language differences?

10. Ask your rep about Communicationsworkshops offered during educationschools. On occasion, special ses-sions can be arranged for groups ornewsletter design templates can becreated for locals.

Start a union newsletter

Have your local union join CALM, the CanadianAssociation of Labour Media. CALM supportslocal newsletter editors with up-to-date unionnews, good graphics and cartoons. The organi-zation also holds a yearly conference withworkshops including ones for new editors. (Formore info, see CALM in the Resources section).

CALM

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A newsletter has to get to people to getread. Here are some tips about how toget it into members’ hands:

Circulation boosters – puzzles,quizzes, contests, raffles (a free dinner for two, or a movie?).Workplace handout – provides directcontact with members.Start a CUPE Communicator/1 in 10network system.Employer office mail system wherepractical.

Faxing to departments or members’homes where available.E-mailing to members with homecomputers or posting on the localunion web site.Direct mail to member’s homeswhere it can be read by spouses andchildren, too.Remember to put it on the unionbulletin board.Consider wider distribution; otherunions, local politicians, localreporters or labour publications.

Distribution ideas

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Writing is hard for most people. Here area few ideas to keep it simple and easy.Remember, good writing rules apply to allwritten communication within the unionlocal.

Style1. Write short. Short words. Short

sentences. Short paragraphs. Shortstories.

2. Get to the point. Your readers willappreciate it.

3. Adopt a conversational, informaltone.

4. Get it right. Factual errors, spellingerrors and half-truths work againstyou.

5. Use lots of names in your stories.People love to see their names inprint or names of people they recognize.

6. Spell all names correctly.7. Action words, especially verbs, pack

more power than longer ones.8. Show, don’t tell. Use examples.9. Don’t overuse adjectives and

adverbs.10. Avoid union rhetoric and jargon

of all kinds.11. Stress the positive. A negative

tone can turn people off.12. Don’t use racist, sexist and

homophobic terms.

Structure:1. Gather all your facts; organize them

in priority by putting the mostimportant one first.

2. Decide what you want to stress.What is your ‘lead’ or first paragraph?

3. Make your lead an attention-grabber.Keep it topical.

4. Include the five Ws (Who, What,When, Where, Why) and the How,and keep an eye on what it meansto members.

5. Add other details in descendingorder of importance.

6. Double-check the story for accuracy.7. Edit yourself for grammar, spelling,

punctuation – or, even better, getsomeone else to edit.

8. Rewrite, if necessary.

Fact gathering1. Do your homework before the

interview.2. Make a list of questions. Use the

five Ws to guide you.3. Get quotes to add human interest

and let people speak for themselves.4. Find out what it means to members.5. Don’t be afraid to ask dumb

questions.6. Save touchy questions until last

when the person is more at ease.7. Ask the person to slow down or

repeat as necessary.8. Get more information than you

need.9. Call the person back to ensure

accuracy.

Story ideas and sources1. Profile members and leaders at

work and at home.2. Promote the benefits of being in

the union.3. Highlight important decisions at

meetings.4. Announce special meetings,

speakers.

Writing

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Copyright and libel

According to the federal Copyright Act, all original articles, cartoons and photographs arecopyrighted. This means that the right to copy them is held by their creator, and youmust get permission before doing so. You have permission to use anything from CUPE’sweb site or CUPE publications and from CALM, if you’re a member.

Libel is the printed form of defamation. You defame someone when you publish or saythings that hurt their reputation, or cause other people to ridicule or hate them. Callingsomeone a liar, a thief, or incompetent at their job is defamatory if it is untrue. If youhave a bone to pick with someone, stick to the facts of the matter in dispute. Let yourreaders draw their own conclusions.

Handbooks produced by CALM are available on both topics. Contact CUPE Communicationsfor a copy or see CALM in the Resources section.

5. Contract negotiations.6. Grievance settlements and

arbitrations.7. Nominations and elections.8. Announce union activities such as

education classes, social events,summer schools, campaigns, picnics, sports, etc.

9. Features on pensions, benefits,employment insurance, workers’compensation, or anything elsemembers are talking about.

10. Reprint stories from CUPE’s web site or publications.

HeadlinesReaders decide what to read based onheadlines that catch their attention.1. Give real information; show why the

story matters.2. Use specific words that hit home.3. Use action verbs in the present

tense.4. Keep it short and simple (one to

five words).5. Avoid weak and over-used words.6. Skip words with double meanings.

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Editing means to revise for the better.Everyone needs editing. Here’s a briefguide:

1. Ask yourself the following questions,then edit:

Did you understand the story?Did you get the main point?Did you have to read some sentences twice?Are there words you don’t understand?Does the writing sound natural?Does the article leave questionsunanswered?

2. Editing takes diplomacy. Be sensi-tive to the writer and her/his workbut be tough for your readers’ sakes:

Don’t edit by whim or to yourpersonal taste.Criticize in a constructive spirit.Don’t rewrite stories yourself;help the writer do it.Don’t change things withouttelling the writer.Be nit-picky; better to get itright.

3. Editors clarify, correct inaccuracies,proof-read:

Check for accuracy; make surethe story tells the truth, doesn’tdistort or mislead.Eliminate libellous statements.Review for fairness and goodtaste.Correct grammar, spelling andpunctuation. It adds to yournewsletter’s credibility and winsmembership respect.Simplify. Cut the fat (e.g., ‘inorder to’ can often be cut toread ‘to’ as in ‘to do the job…’).Avoid repetition; clarify confus-ing statements; define technicalterms, spell out acronyms atleast once in the story (e.g., P3sare public private partnerships).

Editing

Editing

means to

revise for

the

better.

1. Good design makes an impressionand engages readers

2. The flag is the publication’s name.It should be instantly readable andset the mood for the publication.

3. The masthead identifies who writes,edits and puts together yournewsletter.

4. Include your address, phone or e-mail in the masthead so readers canreach you.

5. Front pages usually carry two to fourstories plus a visual.

6. Colour, then shape, catches the eye.7. Boxes break up text and draw

attention.

8. Put at least one picture or graphicon each page.

9. Make body type and size easy toread.

10. Leave white space, breathing roomfor easy reading.

11. Use narrow columns for short sto-ries, wider ones for longer features.

12. Underlining makes text hard to read.Use bold or clear italics typeinstead.

13. Keep it simple. Too many typefaces,shapes and decorative elementscompete.

CUPE22


Design

Campaign to targetTories

Premier John Hamm’s scheme toslash vital government services hita major stumbling block this springas CUPE Nova Scotia officiallykicked off the Save Our Services

2000 and Beyond.

The province-wide, three-yearfight-back campaign is aimed atforcing the Conservatives toreverse the cuts they introduced in

their recent budget and defeatingthe government in the next provin-cial election.

“Ever

Code red for healthcareThe Nova Scotia Government

recently released informationregarding cuts to Health Care inNova Scotia. Here’s a breakdownof the cuts:

Western Region - According toLocal 4150 President, Brother CarlCrouse, cutbacks in the WesternRegion amount to $4.6 million.Cuts include:

✖ closure of 37 hospital beds acrossthe region;

✖ closure of Obstetrics and DaySurgery at Digby General;✖ elimination of administrative andclerical positions in Mental Health;and

✖ closure of Public Health offices inNew Germany and Chester.

Northern R

Chaos in the classrooms The Tories’ recent provincialbudget also dealt a blow to Nova

Scotia’s education system. Schoolboards were sent scrambling, totrim budgets that were alreadyseriously inadequate to cover the

needs of children in our schools. ✖ The province imposed a $2.9 mil-lion cut to the Cape Breton-Victoria Regional School Boardsbudget. The cuts resulted in lay-offs to cleaning, maintenance,library staff and secretaries.Teacher aids had their hoursreduced from six to 5.5 hours per

day.

✖ Workers with the Halifax RegionalSchool Board took the wTo

C a m p a i g nU p d a t e

SEPTEMBER

We’reWorthMore!

Canadian Union of Public Employees

“Working ashift at RailCity Industriesis a labour oflove. We careabout our

residents andclients. We’relike a family.”

d appreciate receiv-

be forwarded to:

h

For a full sample newsletter, see Appendix C, page 49.

CUPE 23


1. Have an idea of what you want toconvey before you point the cameraand shoot.

2. Think about how the photo will beused.

3. Knowing what you want makes iteasier to be confident when posingsubjects.

4. Get closer. A good photograph of aperson makes eye contact with thereader.

5. Show faces, smiling when appropri-ate. Line-ups of committees orgroups don’t work.

6. Watch out for background objects,e.g., the pole or tree appearing tostick out from someone’s head.

7. Be prepared to capture naturalaction, e.g., shaking hands, plantinga tree, walking the picket line.

8. Be inventive. Take control and askpeople to pose so you can get thephoto you want.

9. Photos in your union newslettershould reflect the diversity of yourlocal’s membership.

10. Remember a good picture is worth athousand words.

Photos

Photo samples from our archives

CUPE24

Communicating CUPE

Start a local web site

Look at other locals’ web sites and seewhat you think would work best for yourlocal.Consider who your audience is. Are theyactivists, rank and file members of thelocal, the public, the media? What kindof information would be most appropri-ate for each?Draw a flow chart or arrange index cardson the floor or on a bulletin board, list-ing contents and links.Plan how you’re going to get your con-tent: who will write it, who will formatit and who will post it?

Content is key. People won’t return tothe site if there’s no reason to. Include an e-mail link to the local sovisitors can ask questions, make com-ments and provide feedback on topicalissues – and on the site. Include a link to CUPE’s web site toaccess bargaining tips, health and safe-ty information or campaign materials. It’s a good idea to include images butthey shouldn’t overwhelm the site.Graphics take time to download andmost users don’t want to wait morethan 45 seconds for a page to appear. Ifnothing shows up, they’ll move on.

As locals grow larger and cover greaterdistances – and as CUPE members areincreasingly surfing the net – morelocals are creating their own web sites.They needn’t be expensive to build orupdate and distribution costs are minimal.

Like newsletters, web sites are mostsuccessful when they’re the product of a collective effort. There are lots of on-line tutorials available on how tomake web pages. And you can pur-chase or download programs that makelayout and design easy.

In building a web site, the first step isto plan before you move on to collect-ing the material or actually setting upthe site.

This stage is at once the most obviousand the most neglected. You need tofigure out what your site is going to

look like, but also how the informationwill be organized and how people willget around your site.

Be realistic about what you can produceand how often you can update it.Figure out how much time your webcommittee has to work on the siteevery day, week or month. Then figureout how much you can get done in thattime and plan your site accordingly.

It takes no more time to build anattractive web site that’s easy to usethan a poor site that’s unlikely to getrepeat visitors. Think through how yoursite can help your members get informa-tion, give feedback, order materials,download forms or communicate amongthemselves. The Internet is interactiveso it presents all sorts of new possibili-ties for involving and mobilizing members.

Some hints:

CUPE 25


When you’ve done your planning, gathertogether all the text and all the imagesfor your site in a single place.

Computers have been part of union lifefor long enough now that a lot of theinformation is already in electronicform. For example, your collectiveagreement may be on disk.

It’s not complicated to format files sotrain several members of your local todo it. That way, it will be easier toquickly post new items to your site.

Remember, people are more likely toscan a web page than read it. Soinstead of posting long documents tothe web, you might want to post a sum-mary and provide a link to the full text.

Visitors to your site don’t want to have

to scroll down to find what they’re look-ing for so don’t bury the highlights.

Keep items short. Put the most important facts upfront. Use bullets and meaningful sub-heads to make it easier to focus inon key points.Provide links to background information.Avoid scrolling sideways.

Keep your site up to date. Visitors arelooking for practical, timely informa-tion. Update calendars and remove out-of-date notices regularly. If you canonly manage a monthly update, don’thighlight dates and avoid words like"the latest" or "updated." Avoid dis-tracting gimmicks that quickly becomeannoying.

Sample web page from our cupe.ca site

CUPE26

Communicating CUPE

Good design offers a clean, freshlook. Pages download quickly.First page and home page fit into astandard screen (640 x 460).Important material on other pagesfits into the same 640 x 460 screen.Graphic elements (photos, subheads,pull quotes) help to break up largeareas of text.Every web page in the site looks likeit belongs to the same site.

Navigation

Navigation buttons and bars areeasy to understand and use.A large site has an index or a sitemap.Frames, if used at all, don’t get inthe way.Navigation appears consistently andwith a consistent look.Links to contact e-mail or e-mailforms are part of site navigation.All pages have links to get you backto where you started.

Links

Link colours coordinate with pagecolours.Links are underlined so they areinstantly clear.Links tell the visitor where they areand what page they’re going to.

Text

Background does not interrupt ordominate the text.Text body type is easy to read.The most important information isup front.Columns of text are narrower than ina book to make reading easier onthe screen.

Graphics

Buttons are clear but don’t dominate.Graphics enhance but don’t distract.Graphic links have a matching textlink.Animated graphics turn off by themselves.Graphic elements repeat from pageto page for a unified appearanceand faster downloading.Graphic tags use height and widthattributes to speed downloading.Tables are used to position page ele-ments and defend the proportions ofyour page.

Web design

CUPE 27

The most effective way to get your message to the public is usually throughthe news media: print, radio and televi-sion. While advertising may be the first thing your local union thinks about, it is often costly and needs careful consideration.

Getting your issue picked up by the newsmedia takes planning and some basicskills. A reporter’s job is to talk withreal people just like you to get to theheart of the story.

CUPE members know first-hand what’shappening in the workplace and howdecisions effect the people who use ourservices. As front-line workers, youknow more than the reporter does. It’s a good idea to identify several memberswho feel comfortable speaking withreporters. Then choose one who willserve as the main spokesperson and steerreporters to them. Use this guide to prepare. Remember, help is availablethrough your CUPE rep and theCommunications Branch.

When thinking about the media, don’tforget about the alternative and com-munity media. They’re often far moresympathetic to unions than the Globeand Mail, National Post or other largedailies. Most large cities have an"urban weekly," which is usually free;and sometimes peace, environment,

women’s and gay and lesbian newspa-pers. Media are also sometimes centredon a specific community, such as FirstNations people or African-Canadians. Ifthese operate in your area, they shouldbe included in any plans you have.There are also province-wide alternativemedia in places such as Saskatchewan(Briarpatch) as well as community radiostations and cable TV channels through-out the country.

Personal contacts are more effectivethan a news release. Keep track ofwho’s reporting on what issues and fol-low up by phone or e-mail with addi-tional information. On-going contactwill help develop a relationship of trust.Then reporters will seek you out forcomment.

Not making any headway with thereporter who covers your issues? Trycolumnists or commentators and buildcontacts with them. Maybe a back-ground briefing with the editorial boardor producers will help.

Remember that reporters have a lot ofissues on their plate, limited resourcesand deadlines to meet. Keep releasesshort and to the point. Keep interviewsand news conferences brief. Returncalls promptly and give ample notice ofevents, when possible.

Using the News Media

CUPE28

Using the news media

News is information people need to makerational decisions about their lives in ademocracy. It’s a break from the normalflow of events, something new.

Reporters personalize and dramatizetheir stories to catch readers’ interestand to capture the feeling of beingthere. What is newsworthy is oftendetermined by factors called news value.Here are some examples:

Impact – events that affect many peo-ple, e.g., an airline strike or a majorstorm.

Timeliness – events that are immediateor recent, e.g., election results, howworkers vote in tight negotiations.

Prominence – events with well-knownpersons or institutions, e.g., CUPE’sNational President draws media asthe representative of hundreds ofthousands of CUPE members acrossCanada.

Conflict – events reflecting clashesbetween people or institutions, e.g.,fist-waving protestors on the stepsof Parliament.

Bizarre – events that deviate sharplyfrom everyday life, e.g., an unem-ployed worker who wins a lottery.

Currency – events and situations beingtalked about, e.g., the ongoing cut-backs and changes to health care.

Media Relations

1. Have a strategy/action plan to fol-low. If you’re planning a mediacampaign, speak to yourCommunications rep for help in

developing a strategy and your mainmessage.

2. Inform your members, make surethey grasp the issue and support it.

3. Know what your message is andmake sure it is news. If you try toget coverage for non-news, it willharm you when you have real newsto communicate.

4. Be able to say it in a few sentences.Reporters are looking for a goodquote from you that sums up yourside of the story.

5. Let the media know how to reachyou and be available at the phonenumber you give them.

6. Contact your potential allies, e.g.,labour council, politicians, commu-nity leaders. Try to visit them personally. Explain the issue.

7. Consider a joint effort. When all theunions in a workplace act together,the media takes notice.

8. If approached by the media, don’tsay ‘no comment.’ If you can’trespond right away, tell the reporteryou’ll get back to them with ananswer. If you can’t comment, findsomeone who can.

9. Try to prepare a simple one-pager offacts and/or basic background infor-mation for the media about yourunion local and whom you repre-sent. Don’t assume reporters knowthat CUPE stands for the CanadianUnion of Public Employees or whatkind of work members do.

10. Prepare a list of the news mediacontacts for your area.

11. Help is available through your CUPErep or CUPE’s CommunicationsBranch.

News is

information

people need

to make

rational

decisions

about their

lives in a

democracy.

What is news?

CUPE 29


1. Who talks? Whoever says it bestand can make a point in a 10- or20-second sound-bite or quote.Front-line workers have a great dealof credibility with the public.

2. Be prepared. Think what questionsyou might be asked and how youmight answer them. ‘No comment’wastes an opportunity to get yourmessage out.

3. If you don’t know, don’t make itup. Tell the reporter you will getback to them.

4. Listen carefully. If you don’tunderstand the question, ask thereporter to repeat it.

5. Need a little time? Ask thereporter to repeat the questionwhile you are thinking of how youwill phrase your comment.

6. Avoid yes/no answers. Thereporter wants you to tell your story.

7. Expect repetitive questions. It’s atechnique to get short, jargon-freeanswers from you.

8. Appearances. Don’t wear gaudyclothing. Don’t chew gum. Skipsunglasses and hats that shadoweyes. Wear your union button wherethe camera can pick it up.

9. Remain calm. Turn negative ques-tions into positive answers.

10. Stress your main point. "I’ll haveto speak with my members beforecommenting on that point but whatI can say is (and stress your mainmessage again in another way)."

Being interviewed

Interview tips

Know what you want to communi-cate.Gear your message to your targetaudience.Listen carefully.Speak as naturally as possible,using clear language.Quick, direct answers are more effective.Use concrete examples. Experienceis more persuasive than rhetoric.Avoid scripted answers. One goodquip is better than an excellentspeech.When you have answered the question, stop.

Talk about "we" and "our members" rather than "they."Emphasize broader community’sinterest.Be comfortable.Watch your ‘ums’ and ‘ahs’.Beware the "What you’re sayingis…" from a reporter.Look at the interviewer, not thecamera.Speak the truth. Never lie.Don’t get bogged down in details.Don’t hesitate to repeat your mainmessage.

CUPE30


1. Keep it short (300 words is good,150 is better, 50 best).

2. Focus on your strongest argument.Get across one strong point.

3. Expect to be edited for length,grammar and to fit the paper’s‘style.’

4 Keep it timely and topical, e.g.,refer to a previously published article.

5. Write while people are still talkingabout the issue.

6. Keep it simple and clear.

7. Localize the issue.

8. Be specific. Give details andstraight facts.

9. Be positive and stress alternatives.

10. Be courteous. Attack issues andpolicies, not people.

11. Be accurate. One mistake damagesyour credibility.

12. Sign your letter, e.g., SangeetaJones, President, Local 999, Healthcare workers, Canadian Union ofPublic Employees. Include a phonenumber.

13. In some cases, your local papermight run a longer article as a com-mentary opposite its editorial page.

Letters to the editor

CUPE 31


Editor:

In the months since the small Ontario town called Walkerton leapt onto ourfront pages, concern about public infrastructure has taken on a new urgency.

Across the country drinking water and waste water systems are in critical need of upgrading and repair. Walkerton is the starkest example of a network of services and systems that desperately needs to be not justpatched, but rebuilt. Poorly funded public systems are in danger of failingother communities.

CUPE has been warning about the dangers of water downloading, deregulationand privatization since 1997. We represent the front-line workers who deliverwater across Canada. We have also been calling for renewed public funding topay for these vital systems – not so-called public private partnerships, whichbring new risks.

There are those who claim the only way we can meet the urgent need forinvestment in water services is to turn to the private sector. But the experi-ence in Canada and around the world has shown that water privatization isbad for public health, taxpayers and the environment.

As the community of Walkerton rebuilds and recovers, we can only hope thatwhat flows from this tragedy will be a renewed commitment from all levels ofgovernment to strengthen and support public water systems.

SpokespersonLocal XXXXCanadian Union of Public Employees(include contact information)

Sample letter to the editor

CUPE32


1. Make a list of the facts.

2. Be accurate. Check your facts.

3. Be honest.

4. Speak from your own experience.Remember you know more about itthan the reporter does.

5. Make sure you have ‘news’ to report(Check previous item ‘What isnews?’).

6. Keep your writing simple: short,everyday words and sentences.

7. Avoid jargon.

8. Use direct quotations from a personinvolved in the story.

9. On first mention, use full names.Then use initials or last names whenit’s a person’s name.

10. Spell names correctly.

11. Consult a news writing stylebook(e.g. The Canadian Press) or contactthe Communications Branch for help.

12. Make sure you provide a contactname, phone number and if youhave one, web site address so themedia can reach you.

13. Fax, e-mail or hand deliver yournews release to your list of mediacontacts.

14. Make sure your news releases areposted to your web site in an easy-to-find location.

15. Follow up your news release with aphone call to each media outlet toensure receipt.

News releases

CUPE 33


Use your CUPE letterhead or create a campaign logo

FOR IMMEDIATE RELEASE: Today’s date

ONE IN THREE WORKERS STRUCK, BITTEN OR KICKED

SMITH’S TOWN, Alberta – A survey of employees at the local nursing home showsthat 35 per cent of aides have been struck, bitten or kicked on the job during thelast two years.

"We knew there was a problem, but we didn’t realize how widespread the abuse ofstaff by the home’s residents had become," said Juan Shymanski, president of CUPEXXX, which represents the 75 nursing home aides.

Shymanski adds that the root of the problem isn’t unruly senior residents butstaffing and program cuts which leave them confused and frustrated.

"There isn’t even time for us to offer some personal assistance or chat with resi-dents," said Olivera Hernandez, one of the CUPE aides. "Ten positions have beencut during the last two years and the resulting speed-ups make the place seemmore like a factory than a real home."

-30-

Contact:(Insert your name – and those of each person quoted – along with yourtitle and phone numbers where you can be reached. Indicate hours at eachphone number if necessary.)

Sample news release

CUPE34


1. Contact CUPE Communications.2. Use news conferences for important

news only (e.g., launch of a majorcampaign).

3. Schedule it to best attract your localnews media (e.g., Monday morningsare often busy, Friday afternoons orweekends get poor reporter atten-dance. Usually 10-10:30 is the beststarting time).

4. Avoid other major news events thatcompete for reporters’ attention.

5. Notify media in advance (beginningof week, sending a reminder the daybefore).

6. Include contact name and phonenumbers where you can be reached.

7. Pick a convenient location, one thatrelates to the story.

8. Make sure the room is big enough.Cameras need space.

9. Ensure there are electrical outletsfor media.

10. Use visual material as props andbackdrops for speakers.

11. Provide reporters with a copy of therelease, fact sheet, short biographiesof speakers, etc.

12. Have someone chair, introducespeakers.

13. Refreshments (coffee, tea, juices)are nice but not essential.

14. Keep it short, no more than 30 minutes. Leave lots of room for questions.

15. Be prepared. Practise and coachyour speakers beforehand. Identifypotential questions and answers.

16. Use members or service users whohave been directly affected.

News conferences aren’t the onlyway to reach the media directly.

You can try:

Background briefingsMedia ‘scrums’Photo opportunityOne-on-one interviewsGuest – or caller – on talk showsMeetings with editorial boardLetters to the editorCommentariesPhone in to listener talk-back linesE-mail or web-based news chat lines

News conferences

Media Contacts

Advertising can be an importantcommunications tool when used wisely.In all cases, you must ensure that whatyou are saying, how you say it andwhere you place your ads are carefullyconsidered.

You need to make sure your message istargeted to the right audience and thecost is worth the results. The rightmessage can help to build pressure onemployers and politicians.

Look at your options: community papersor metropolitan dailies; radio or in rarecases, television; billboards or transitads; web sites or magazines.

Remember, if your message is beingcovered in the media, you don’t need tobuy ads to get your position out. Andwith rare exceptions, there are cheaperand more effective ways to reach members.

1. Consider these options before usingpaid ads:

Get it free by making it a publicservice announcement.Get on community cable TV withyour message, again for free.For more impact reach your audi-ence directly, and at a lowercost, in their homes with a maildrop or direct mailing.

2. You may opt to use paid advertisingwhen:

Your target group is too large toreach any other way.Your target group is concentratedin a small media market area,e.g., a community newspaperdelivered to a specific neigh-bourhood or within a targetedcultural community.To counter management’s adver-tising. Caution: avoid gettinginto a costly war of words.To boost sagging member moraleduring a key struggle.To improve your union’s imagewith the general public.

3. Use as few words as possible.4. Use a large, bold headline that

attracts the reader’s attention.5. Use a dramatic photo or eye-catch-

ing cartoon or graphic.6. Consider using members as spokes-

people in the ad (as well as cable TVmessage or public service announce-ment). Make sure they reflect thediversity of the membership.

7. Buy as big an ad as you can afford.Most small ads are missed. Aninsert in the weekend paper may be cheaper than an ad and moreeffective.

8. Consider paying extra for prime posi-tioning so your ad gets more easilynoticed.

9. Be prepared to back up your facts inyour ad copy. Some media won’t letyou make claims.

10. Consult with CUPE Communicationsif you need help.

CUPE 35


Advertising

CUPE36

Making waves

Getting noticed. Making a positiveimpact. That’s what communicating isall about. When you publish a leaflet,talk to members, phone reporters, coaxadministrators, pressure politicians, getinvolved in elections, you are makingwaves. You are taking action. In theunion movement this is generally calledpolitical action.

Many CUPE members have used politicalaction to stop contracting out, budge astubborn employer, reverse a budgetcut, deter the use of volunteers andfight employer demands to cut hourscreating more part-time work at theexpense of full-time jobs.

CUPE members deliver services to thepublic. Key policies affecting our worklives are often set by politicians at dif-ferent levels of government.

The real decision-makers are electedofficials – not the personnel manager orthe labour relations officer. In fact,electing labour-friendly people to officemakes dealing with our immediate man-agers that much easier.

Going public gives CUPE members animportant voice in the democraticprocess. By working hard with the pub-lic, we can pressure elected officials tomake sound decisions that benefit bothworkers and services.

Guidelines for political action

1. Set up a political action committeeto focus on educating politiciansabout your public service.

2. Examine your local’s goals and howthose goals can be achieved throughpolitical action. For example, if youwork for a community child carecentre and want a fair wage, clearlyincreased funding for your day careis a political goal.

3. Ask yourself what your members areprepared to do to achieve your goal.

4. Plan your campaign step by step.

5. Remember your message. Does yourplan of action reinforce it?

6. Study management and what makesthem react positively.

7. Consider a joint action with otherunions or forming a public coalition.In some instances, your employermay even be a coalition partnerbecause some services are so under-funded even management realizesthe need to lobby for increases.

8. Help shape public views on yourissue (leafleting, letters, news con-ferences, phone calls, UseNet newsgroups and on-line chats, events,calls to listener feedback lines).

Working for change

CUPE 37

Working for change

9. Lobby politicians. Remember, politicians are there to be spokento. They have a responsibility tomeet with you or speak with you.They are not doing you a favour.You elected them, you pay theirsalary and they have an obligationto listen. Lobbying is simply afancy term for speaking with yourelected representatives and leavingbehind some written information forthem to consider. Don’t forget thatyou will know more about yourworkplace than they will so don’t letthem intimidate you.

10. Find out who is on your board ormunicipal council and ask the following:

What do they stand for and whatwas their election platform?What do they think about cut-backs, privatization and con-tracting out? If it’s during anelection, get them to answer aquestionnaire on these issues soyou will have something to holdthem to if they start to enactanti-worker policies.What are their formal politicalaffiliations (are they a Liberal,Alliance, New Democrat, Tory orBloc)?What motivates them to respond,e.g., public pressure or theirpowerful friends?

11. What can we do between elections?Be a watchdog. Get to knowpoliticians. Get them to knowus. Go to their meetings so youknow what’s going on. Monitortheir web sites.Find friends. Make sure theygive us information.Develop regular news bulletins orreleases which track the issuesso you can give them to members.Work on campaigns to elect progressive candidates.

The Internet presents all sorts of new oppor-tunities for cyber-activism – taking fulladvantage of the web and e-mail.

Lobby politicians.Get the goods on employers andgovernments.Circulate petitions.Set up cyber-picket lines.E-mail protest letters.Download leaflets.

Wired for action

More and more CUPE locals are findingthemselves in situations where a coali-tion of groups makes more sense thantrying to go it alone. The time investedin bringing groups together pays off inincreased clout and credibility.

For example, reporters tend to believe asenior citizens’ group, a medical profes-sional or a church committee beforethey believe a union. Coalitions allowyou to present a complete view of yourissue – from the perspective of workers,service users and concerned citizens.

This way, more people in the public willsee themselves in your campaign.

The first place to start building a coali-tion is to identify your allies – othergroups that share your views on theissue. A word of caution: It isn’t alwayseasy to get agreement on the directionof a coalition-led campaign. Coalitionstake steady care. Good group-to-groupcommunication is essential and findingcompromises that don’t water downyour position takes care. Be patient!

CUPE38

Working for change

Lobbying

We all lobby every day – in our work-place, within our families, within ourunion local. We may not use that word,but we use the same skills. With per-suasion and persistence, we try to helpothers see our perspective.

Still there can be fears within the unionlocal about actively lobbying politi-cians. Some members may feel theycan’t express themselves well enough,especially with someone they thinkknows more than they do. Yet in many

Coalition building

Here are a few pointers:

1. Establish contacts early. It is harder to build coalitions in the middle of a crisis.

2. Contact labour councils and otherunions first. They are our naturalallies.

3. Contact community associations,women’s organizations, environmentalgroups and social activists. Identifyethnic and cultural groups and organi-zations with a natural allegiance toyour service. For example, friends ofmedicare for a health care campaign.If you’re an arena worker, hockeyleagues would be a natural fit.

4. Stay in close touch with service usergroups (taxpayer’s associations, parent-teacher groups, health care consumers).

5. Remember: You may have to compromise.6. Also remember: Coalition partners may

have a different understanding of groupdynamics or little knowledge of unions.

7. Consider getting someone on the electedboards of agencies that CUPE memberswork for. This puts you on the inside.

cases, front-line workers know moreabout a service than a politician everwill.

With a little experience, you’ll find thatpoliticians are just ordinary people froma variety of backgrounds. And they’realways responsive to voters. No politi-cian wants to be seen on the wrongside of an issue. Lobbying can helpkeep them informed.

Acting as a union, members are a pow-erful lobby group. If we don’t speakup, our opponents are the only group toget the ear of the decision-makers.

Most campaigns can benefit from aquiet, behind-the-scenes lobby.

Lobbying can be short-term or ongoing.Petitions are often short-term ways oflobbying politicians to change theirminds on a particular decision.Long-term lobbying involves more com-mitment. It’s a year-round effort whichcan include regular attendance at publicmeetings, visits with city councillors,coffee with a board member, breakfastwith a sympathetic provincial candidateor any ongoing communication withdecision-makers.

CUPE 39

Working for change

1. Be organized. Arrange a meeting withthe person you intend to lobby. Phoneor write for an appointment. Confirmthe time and date. Include backgroundinformation.

2. Look organized. Plan the agenda.Decide on your key points. Choose aspokesperson. Practise what you haveto say.

3. Ensure your delegation reflects the diversity of your membership and thecommunity you serve.

4. Know your audience. Keep your target’sspecial interests in mind. Your goal isto persuade others to support your position.

5. Know your subject and stick to it. Be positive.

6. Be sure your information is accurate.Don’t be afraid to say you don’t knowthe answer to some points. Offer to getback with more information and be sureto follow up.

7. Be clear and concise. Don’t try to covertoo much ground.

8. Explain your position. Don’t assumeyour view is understood.

9. Speak confidently but be a good listener.Try to identify areas of agreement.Avoid arguments. Don’t lecture.

10. If your target favours your position, askfor help in identifying and persuadingthe opposition.

11. If the target doesn’t, try to leave thedoor open. Prevent outright rejection ofyour position. Emphasize areas of com-mon ground, not differences.

12. Encourage members to approach differ-ent targets, then share your strategiesand successes.

13. Keep track of the public decisions ofthose being lobbied.

14. Don’t give up.

Here are some ideas on how to lobby:

Not every campaign or issue needs acentral event, but these often help tohighlight your issue in a public way.Remember, the main purpose of theevent is to advance your message.

CUPE members have organized every-thing from national television shows tostreet theatre to parades and informa-tion pickets. Pick something where youare fairly sure of succeeding. A modestnews conference, with proper media

relations work, can be an effective pub-lic event. A public announcement of agood deed, if properly promoted, isanother possibility.

It’s important not to bite off more thanyou can chew. A public event thatbombs can demoralize your supportersand deflate your campaign. Poor atten-dance will also lose you points with themedia.

CUPE40

Working for change

1. Be audio/visual. TV and radio needsights and sounds to make theirreporting interesting.

2. Be creative. Choose an event thatwill win over the public (e.g., livemusic, street theatre).

3. Be organized. Give everyone a joband make sure it’s done.

4. Consider giving something away, e.g.,healthy eating charts.

5. Don’t overload the public with infor-mation. Stick to your message.

6. Make sure you have enough handouts,signs, buttons, etc. (For help inordering and designing these prod-ucts, speak to CUPE Communications.Make sure everything is union-made!)

7. If you’re asking the public to dosomething, keep it easy and make itquick. They might not write a letter,but they might sign a petition or calla talk-back line.

8. Don’t have too many speakers at anevent. It causes crowds to diminish

and the media to lose interest. Makesure your speakers will be availablefor interviews and that they furtheryour main message.

9. Pick a member to be responsible forthe media, helping set up interviewsand providing background.

10. If it’s a public protest, make sure thepublic knows. Posters, a banner onyour web site and faxing your allieswill help. Ask your allies to promotethe event in other ways too: by e-mailand on their web sites.

11. If it’s a strike or lockout rally, keep itpositive. You want to promote yourmessage, not conflict.

12. Arrange for a good photograph cap-turing the essence of your event.

13. Use the photo afterward to celebrateyour success: in your newsletter, onyour web site, in Organize magazine,etc.

14. Be courteous and clean up afterwards,recycling as much waste as possible.

Here are a few more thoughts:

Staging public events

CUPE 41

Working for change

Don’t assume you have to be an experton politics to get involved. Most MPsaren’t experts on politics either. Yourexperience as a public employee quali-fies you to get involved, as does thevery fact you live in this society.

One person can make a difference.Remember the senior citizen who stoodup to Brian Mulroney outside the Houseof Commons? Mulroney wanted to de-index pensions. The senior’s words cap-tured the media spotlight when she toldhim that if he cut her pension, it was:"Good-bye Charlie Brown." That oft-repeated news clip rallied others andwas instrumental at getting the federalgovernment to back down.

Elections do matter. Voting does mat-ter. And electing labour-friendly candi-dates is an important step in buildingthe society we want and the respect wedeserve. Working in an election cam-paign is a great way to meet new peo-ple and you don’t have to work everyday. Any time you can spare would beappreciated by the candidate youchoose to support.

The work of many of our CUPE membersis affected by local decision-makers:school board trustees, city councillors,provincial officials. It’s often easier toget involved at these levels.

1. Talk to your friends, neighbours andco-workers about the issues.

2. Contact your local labour-friendlycandidates and ask how you canhelp. (If you’re not sure who islabour-friendly, call your local CUPEdistrict council, labour council ordivision.)

3. Put up a sign of support on yourlawn or in your window.

4. Canvass (knock on doors) with yourfriends promoting the candidate. Or,get on the phone and follow thescript that will be provided by thecampaign.

5. Find out if any CUPE members arerunning and give them your support.

6. Draft an action plan with your CUPEpolitical action committee and thendo it.

7. Get out and vote!8. Make sure your co-workers vote!9. Stay informed between elections.10. Track your local candidates and their

record on the issues. Actively lobbythem.

11. Think of politics as more than justsomething that happens at electiontime.

Here are some things you can do:

Election politics

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Communications work just keeps ongoing. So you need to evaluate yourefforts regularly so you can shift gears,fixing your strategy and action plan asyou go. Once a campaign is over, takethe time to see what lessons you’velearned and what you could have donedifferently.

Be realistic in your assessment. Look atboth your short-term and the longer-term objectives. If you failed to movethe employer but succeeded in strength-ening the membership, a campaigncould still have been a great success.Despite your best efforts, you may getpoor media coverage. But if youinformed one more person or created anew activist, there’s been some benefit.

You want to look at your strategy andaction plan, reviewing what worked andwhat didn’t. The goal isn’t to criticizeor assess blame. It’s to identify mis-takes that were made and ways to avoidthem in future. It’s important to valueeveryone’s contribution. Building aunion takes a lot of work.

A campaign post mortem – a meetingafter the fact to make positive recom-mendations that get acted on – is agood step. The post mortem will tellyou whether you chose achievable goalsand what you accomplished.

Here are some ideas on how to measurewhat works:

1. Ask campaign co-ordinators to file awritten report on the campaign.

2. Review media clippings and analyzewhether the message got out clearly.

3. Survey members to see if they bene-fited from the campaign.

4. Listen to what members say in thelunchroom or at break. If they’retalking about the things you men-tioned or start showing up at moremeetings, you’ve done well.

5. Catalog feedback you got from yourweb site. How many positive? Howmany negative? Review your website statistics. How many visitors?From where? How many returned?

6. For larger campaigns, do an informalsurvey of the public and see ifthey’re aware of the campaign andyour main message.

7. Keep a file with samples of all thematerials you produced.

8. Make sure the results of what youlearn get used in the next strategy/action plan session.

The best follow-up to a campaign is tolaunch another one. That takes us backto the strategic planning stage. But thistime we’ve got a lot more experience –and a tested network – to build on.

Doing what works

Keep communicating CUPE!

CUPE 43

Your CUPE representative is the best per-son to put you in touch with other CUPEresources, e.g., Communications,Research help, etc. Speak to them first.

Cost-shared campaigns are often set upto help local unions fight back and win.Your CUPE representative or aCommunications rep can work with youto prepare a request for support to theNational Executive Board. The requestsets out the issue, the campaign stra-tegy and a budget, and confirms thelocal’s commitment to pay its share ofthe costs.

Communications specialists are hereto help and in most of the country,work out of your regional office. Talk toyour CUPE rep about what you want todo and have them connect you with theCommunications Branch’s resources.

CUPE’s web site is a tremendous sup-port to union communicators, offeringthe latest news, facts and arguments,story ideas and campaign materials youcan download.

CUPE Communications workshops areoffered at regular intervals through theeducation schools co-ordinated by yourEducation (Union Development) repre-sentative. If you need specialized help,speak to your rep about arranging for acourse in your region.

CALM, the Canadian Association ofLabour Media, is a national co-operativeof union newsletters, magazines and TVprograms. It provides its member editorswith a monthly news and graphics ser-vice, computer graphics and a quarterlyhow-to-newsletter. It also holds anannual editor’s conference in the springof each year, and sponsors an annualawards program for union communica-tion. CALM materials and technical sup-port is offered in English. The organiza-tion is supported by dues from memberpublications, including CUPE Nationaland local unions of CUPE.

Check the CALM web site atwww.calm.ca or contact the CALM edi-tor, Rosemarie Bahr, at 1-888-290-2256,[email protected] or 76 WestmountAvenue, Toronto, ON, M6H 3K1.

The Canadian Labour Congress alsohas some excellent materials includingMaking it clear, a guide to clear writingand design for labour communicators.

CUPE’s Communications Branch can becontacted at 21 Florence Street, OttawaK2P 0W6. Our e-mail address [email protected], our phone number is(613) 237-1590 and our fax number is(613) 237-5508.

Where to get help - Resources

Here’s how the wheel works. In thecentre circle of the wheel put yourself,your committee or your local unionexecutive. Then work outwards fromwhat you presently know about yourunion activities.

Think of the groups with which younow communicate – the membership,your employer, other unions. Thinkabout existing or potential coalitiongroups. Draw each of them in a largercircle around your small centre circle.

Work your way out by adding rings foreach group with which you communi-cate as well as groups you want to con-tact. Identify potential allies, such asother like-minded community groupsand users of your members’ services. Inthe outer rings, you could draw circlesto include politicians whose decisionsaffect your work. There should be aring for the media and lastly one forthe public.

Think of the circles as making waves.Setting up a communication link witheach group in the ring should flow nat-urally. First, you contact your mem-bers. Then you develop allies who willsupport your campaign. Next you talkto the politicians. Then you use thenews media to broadcast the situation.Perhaps you want to have a ring forsome paid advertising, depending oncampaign funds. Lastly you reach outto the public.

CUPE44

Appendix A


CUPE 45

Appenix A


Use this blank Communications Wheel to brainstorm your own local union strategy.

CUPE46

Appendix B

First, you need a membership list withtelephone numbers – work and at homeif possible. Then you need an organiza-tional chart of the membership. A thor-ough knowledge of the various locationsand workplaces is essential to organizean effective contact system.

From this point you begin to recruityour initial list of callers. Your best betis to contact executive members, stew-ards, committee members and otherknown activists. You then divide themembership among the number of reli-able callers you have recruited.

You should bring the initial callerstogether to assist in setting up the net-work. Their job is to recruit contacts inthe various work areas and to maintainon-going contact.

It is often useful to have people callpeople they work with. If some of yourmembers are not comfortable speakingEnglish, group them by language andfind a member who can speak withthem.

Try to avoid giving too many calls toany person and avoid more than two orthree levels of contact. This will preventbreakdowns and decrease the possibilityof messages getting confused.

A script should be provided if the mes-sage involves something more thanbasic information such as a meeting orrally date.

Where possible, build in a back-up sys-tem. Ideas include designating "back-ups" who can take over the calling ifneeded, ensuring that at least two dif-ferent people are called within eachwork area, and having initial callers atthe end of the list as well, so they canmake sure the message got out.

Follow-up is critical to the maintenanceof an effective telephone tree.

The tree should be tested before it’sactually put into operation.

Organizing a Phone Tree

CUPE 47

Appendix B

Organizing Committee Local ContactsKey Contacts

Telephone Tree

A.

B.

a.

b.

c.

d.

1. 2. 3. 4.

5. 6. 7. 8.

9.10.11.12.

13.14.15.16.

a.

b.

c.

d.

1. 2. 3. 4.

5. 6. 7. 8.

9.10.11.12.

13.14.15.16.

Sample Newsletter

On the following pages, you’ll find asimple, easy-to-use guide to writing anddesigning a newsletter. Take a look atboth its design and content. The sampleis set up like an actual newsletter.

Whether you’re putting together a one-pager or a longer newsletter, the sampleis full of information and helpful tips toget you started.

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Appendix C

One glance at our newsletter should tellreaders what our priorities and concerns are.Good design enhances content. It invites peo-ple to read what we have to say. No one wel-comes a boring invitation.

This newsletter is designed as a sample toguide you. It’s full of points to follow whencreating your own local union newsletter.

Many word processing/design programsor desktop publishing packages can help youdesign a good newsletter. Just remember thattoo many fonts (different type styles), shapesand decorative elements compete for atten-tion. A busy page can be a reader turnoff.

Front pages of newsletters usually carrytwo to four stories plus a major visual.Colour, then shape are the first to catch theeye. Boxes around short stories grab atten-tion. Put at least one picture, graphic or boxon each page to break up text.

The flag is the newsletter’s name.Visually, it should give an instantly recogniz-able and readable meaning. Its type style setsthe tone for a publication.

Body type should be easy to read. Typewith serifs (letters with little ‘hooks’) are gen-erally easier to read than sans serif. If youraudience doesn’t like to read, larger thanaverage type can be an attraction.

Use the different pages of your newsletterto group stories that are alike, for example:2nd: national events, 3rd: local news, meetingnotices in back.

White space, the open space around textor visuals, allows the eye to separate items.This breathing room makes your stories andgraphics more inviting and readable.

Vary column width – take a look at anewspaper. News (short) items are generallyin narrow columns while longer features(indepth stories) are easier to read if columnsare wider.

Headlines should be brief and effective:

• Active words attract reader attention tothe story, for example: "Picket ProtestPacks Punch."

• A headline contains the essential ‘news’of the story – "84% Vote Yes to NewDeal."

• Avoid placing headlines beside each other.• Use subheadings to break up and lead

readers through longer stories.

COMMUNICATELET’S

NEWSLETTERTHE BASICS

Teamwork: Design and Content

1

• Clear thinking means clearwriting.

• Keep it simple, be brief, get tothe point.

• Avoid jargon or slang.• A conversational tone is easiest.• Short, action words pack more

power than long, cumbersomeones.

• Two short sentences are usuallybetter than a longer one.

The lead is the first paragraphthat starts a story. It tells readers ina nutshell what the item is about.For example, if your report is abouta meeting, the lead should focus ona major decision or action taken. Itshould accurately reflect what is

most important about the story. Thelead is the hook that gets people toread on.

Longer leads sometime startwith an anecdote – a short, buttelling example. It captures theheart of the story and can peakreader interest. Longer leads oftenintroduce items like features. Afeature can be a longer, indepthlook at a person, event or issue.

Journalists write news storiesin an inverted pyramid style. Thismeans the important info comesfirst in the story. Extra detail fol-lows. It adds to the story but is notessential.

When editing or laying outdesign, this writing style makes iteasier to cut a story from the bot-tom without having to rewrite thewhole item.

GOOD WRITINGis essential if you want people to readyour newsletter.

1. Don’t write until you know what you want to say.2. Show, don’t tell. Instead of reprinting contract clause 4.2, tell your

members what it means; for example, Mary whose mother is very illis entitled to special leave.

3. Good quotes – using people’s actual words – adds interest.4. Put real life examples in your story. People like to read about people,

not things.5. Use concrete nouns and colourful action verbs.6. Don’t judge or resort to name-calling. Let your facts talk.7. Write simply, accurately and honestly.8. Cut/edit as though you’ve never read your story before (your readers

won’t have).9. Fill in the gaps. Unanswered questions and incomplete info leave

readers confused not informed.10. Get your facts straight. Whether it’s a person’s name or an issue, make

sure what you put in print is accurate.

Ten Rules for Writing the News

Power Tool

The masthead identifieswho edits, writes and putstogether your newsletter. Dogive your readers a way to reachyou: a mail or e-mail addressand a phone number.

Let’s Communicate is produced by the Canadian Union of PublicEmployees – CommunicationsBranch, 21 Florence Street, Ottawa K2P 0W6.

For more information onnewsletters and media relations,write, e-mail us at [email protected],or phone (613) 237-1590. Checkour web site: cupe.ca

2

Check the sections of yourlocal newspaper – news,current events, sports, fea-

ture stories, background analysis,editorial comments, entertainmentevents, ads.These are all areas forstory ideas from your own localunion activities.

Be inclusive. Try to coverissues from all areas of your mem-bership, from different depart-ments and worksites. Reflect yourlocal union’s diversity. Membersfeel the newsletter is theirs whentheir interests are covered.Ask for story ideas or get members to report on their worksite happenings.

Involve members.Encourage people with differentskills to contribute. Some localshave discovered budding cartoon-ists. Others have members whoknow how to use computer pro-grams to better lay out and designthe newsletter.

The interview is one of thebest sources for story material.Interview your local executive,committee reps or interesting mem-bers. Good quotes bring your storyto life. But be accurate. No onelikes to be misquoted.

Written documents – commit-tee reports, health and safety meet-ing minutes, management memos,CUPE publications – are alsosources for information to use instories. Quote from them but doattribute (identify) where yourinformation comes from.

CONTENT

Photographs and illustrationsare as important as the wordsaround them. They convey informa-tion, too.

Anyone can take a picture butending up with a good one takesplanning.

• Show people up close so we geteye contact and emotion. Makeus care about them and theirstories.

• Composition is important. Skipthe usual line-ups and behindthe table positions. Get peopleto do something together. Try tocapture action.

• To reproduce well, a photo-graph must be in focus, sharpand have good contrast.

• When using a photo, rememberto crop aggressively and enlargeif good.

You can use CUPE materials.Go ahead and use that item fromFastfacts or Organize or the UnionDevelopment workshop. If you’reon the Internet, you can downloadany material from our web site atcupe.ca

3

Publish regularly! At least fourtimes a year. Let your readers (andyour contributors) know when toexpect your newsletter to buildreadership. More is not better ifyou can’t meet your own and oth-ers’ expectations about deadlines.Date your newsletter, for example:Spring (year) or Sept/Oct (year),according to your publishingschedule.

DO talk to your CUPE staff rep,Education (Union Development) or Communications rep about thenext newsletter/media relationsschool and plan to attend. Specialshorter workshop sessions may bearranged with groups of localunions or newsletter/public relationscommittees.

DO join CALM – the CanadianAssociation of Labour Media.CALM provides ready-made labournews stories and graphics for localunion communicators. CALM’smaterials make doing a newslettereasier and more fun for union editors.

Help! Wanted!

For info, contact Rosemarie Bahr,Editor, CALM at 1-888-290-2256or write: CALM Editor,76 Westmount Avenue,Toronto, ON, M6H 3K1.Or, check the CALM web site atcalm.ca

Borrow ideas from otherwell-designed publica-tions.You can use anyCUPE materials.You caneven download stuff – textand/or graphics – fromthe web site. You canlearn a lot and it’s free!

Plan to be visual. Everystory has a visual angle.Plan on getting a pictureor graphic. Start a libraryof good stock photos orother graphics.

HELPFUL HINTS

Newsletter editors are welcome to join us at our very own listserv calledcupe-communicators. It’s our very own space to e-chat with other CUPElocal union communicators and Communications reps. To join the list,visit: www.cupe.ca/services/mailinglists

WE’RE ON THE INTERNET: cupe.ca

4

CUPE 55

Communicating CUPE

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Communicating CUPE

Communicating CUPE is a roadmap togetting and staying in touch withmembers and the public. It outlinesthe how-tos of communicating fromplanning and confirming a strategy tousing tools like a local newsletter, a faxtree or a letter to the editor. It hassimple guides on everything fromwriting and using photographs tocoalition building and talking with themedia.

What this booklet can do for you

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