Messages are the specific words and phrases you use to clearly communicate your point through your...

Messages are the specific words and phrases you use to clearly communicate your point through your frame.

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What Is Messaging?

Disciplining your message is the art of choosing the best words and phrases to effectively inform and engage your audience about your issue.


The Frame Guides the Message

“All of California’s working families deserve fair wages and benefits.”

1.) Describe the Problem


Developing Your MessageThree Simple Steps

2.) Introduce the Solution

3.) Call to Action

Introduce the frame to contextualize the issue, and try to use positive,

uplifting language


Outline the Problem

Paint a mental picture as you describe how the issue effects the

target audienceExplain the broader impacts for workers, the employer and the

community


Present the answer to the problem in a way that’s easy to understand and relay to others

Introduce the Solution

Broadly describe the change you wish to see, and explain in clear terms what the

desired result isSpeak to people’s hearts with value-

based language and images


Ask your audience to do something real, like calling a corporate CEO or voting

against a proposition.

Call To Action

Be specific. The ask should be straight-forward and should directly relate to

achieving the solution.

Keep it simple, and be ready to provide more information and resources, such as a website.


Problem: “Thanks to our hard work, the company has been making record profits, and yet they want to close down our worksite and ship all of our jobs to China, which would drag down the whole community.

Messaging Example: Outsourcing

Solution: “If the company respects us and our community, they ought to keep our jobs right here, and by ensuring fair wages we’ll be able to purchase the products we make here, which benefits the company AND the community.Call to Action: “Please contact the CEO today, and urge him to save our jobs and get rid of his scheme to make our quality American jobs into Chinese sweatshop jobs.”

Speak directly to your audience


Tips For Messaging

Be clear and concise

Stand FOR something, not just against something

Make it personal, and let workers tell the story

Use compelling language and avoid jargon

Don’t fall prey to your opponent’s frame


Language That WorksWorksite Organizing

WRONG: “This company is anti-union; they’ve held captives, committed ULPs, and hired a union buster.”

RIGHT: “We’re the dedicated workers who make this company so successful, and all were asking for is a living wage and a voice on the job – yet our employer is violating our basic freedom to improve our lives.

Remember: Workers organize unions, not the other way around!


Language That WorksContract Fights

WRONG: “These workers have been on the picket line for 12 days to get a new contract at this company, which has lied to them and played games at the table.”

RIGHT: “For 40 years, we’ve played a crucial role in this plant’s profit and success. We want a bright and healthy future for the plant, which is why we’ve taken a stand for the last 12 days to ensure the plant is safe, fair and efficient.”Remember: If you don’t stand FOR something, you’ll fall for anything!


Media events Press advisoriesPitch callsPress releasesOp-EdsLetters to the

EditorUnion newslettersMember meetingsWorksite visits

Ways to Get Your Message Out

Email alertsWebsiteBlogs (like

LaborsEdge.com)FacebookTwitterYouTubeTumblrMessage boards…and more!

Questions on Messaging?Exercise#2: Now that you’ve crafted your frame, fill out the worksheet to develop you message. Use the enclosed handouts to guide you.

Describe the Problem (What is the frame/context? How does the problem effect the target audience? The community at large?)

Introduce the Solution (What is the broad change you wish to see? What is the easiest way to explain it? What values can you incorporate or play to?)

Call to Action (What can be done to achieve the solution? How can individuals and groups effect change?) rgb/tng39521/cwa/afl-cio

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