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Union Image Part Ii
- 1. Building Strong Unions Union Image Building Part II
- 12. The people of the State of California do enact the following: SECTION 1. Section 51009 is added to the education code, to read: This first week of April is hereby deemed to be Labor History Week throughout the public schools, and school districts are encouraged to commemorate this week with appropriate educational exercises that make pupils aware of the role the labor movement has played in shaping California and the United States. Improving the Union Image
- 18. Conclusion
Notes de l'éditeur
- Hello Students! This is part II of the lecture Union Image. In this segment we’ll discuss strategies and tactics a local union may use to improve their image.
- Images of labor unions such as greed, violence, corruption and strikes does little to improve the public’s support of labor unions. This constant barrage of negative images reported in the newspapers, television and portrayed by Hollywood must, to the extent possible be neutralized at the most and balanced at the least if unions are to attract new members and enjoy greater public confidence levels. This strategy will be necessary to also change the negative attitudes towards union that have been caused by images of greed, violence, strikes and corruption. Some of the tactics unions should consider as ways to reverse these negative perceptions is through information channels. A local union should be using every traditional and modern approach to communicate a more positive image. Unions should also consider hosting to a great extent educational programs taught by labor education instructors through a community college or university. If the union is to set the record straight it should be using or creating a union website, email alerts and blogs, newsletters and a published periodical.
- Changing labor’s image must begin at the local level with a focus on its members. Direct efforts should be made to build and establish relationships with the community at large, news media and schools. This takes time and effort but a local union should consider being proactive by being preemptive and presenting positive information about the union instead of being reactive when the news media is investigating a story about some event that will most likely be reported in way that does not favor the union. Now lets start looking at some specific ways a union can improving its image.
- The union should start with its own members by developing a strategy that will cause more members to attend its meetings. A union meeting is an opportunity for members to witness their union in action. It is a place for the union to make an impression. The desired is impression is a positive one. A local should want its members to feel the union has its act together. What happens if a union member leaves a meeting feeling it was disorganized, unruly and unproductive? Likely the member will express this observation to others within and outside the union. It is likely the member will feel the union is disorganized and ineffective in its other acts of business such as representation and negotiation, and they probably be right. The meeting serves as the image of the union. You want the members to feel positive with a desire to continue attendance. So it is important to make a positive impression. The union meeting should be well organized both in a physical arrangement but the agenda should be well organized. Meetings should be reasonable in length. Long meetings discourage people from attending. The local should facilitate adequate time for its members to meaningfully participate . Other ideas for improving meetings is invite guest speakers that have compelling, informative, and relevant information to share about union matters. The union should treat it members to refreshments and door prizes. The union should treat the members attending the meeting like they are the most important asset the unions has – because they are the most important asset.
- The local should create a newsletter or make better use of an established one. The newsletter should be a product that members look forward to receiving and contains information that promotes a positive image of the union. The local should create a one-on-one program that provides a systemic system for communicating with members on a routine and frequent basis. Local actions could include, among others hosting picnics, bowling tournaments, and family outings.
- Welcoming new members is essential as we discussed in an earlier chapter about socialization. This welcome should occur in 1- 2 days following the employees first day of employment. The welcome should be sincere and friendly and should provide adequate information about union services, responsibility, activities and accomplishments. This is the perfect opportunity to establish a positive image of the union in the eyes and mind of the new member. Compare that opportunity to ignoring the member. What do you think would be more effective? Of course this is a rhetorical question.
- If the union is to improve its image with the public it must get out and be a part of the public. The local union officers and members should reach out to the community and its organizations. There are endless opportunities available for the union to connect beyond its own boundary. Remember the public is a source of future members. The public is also a source of support for union bargaining, boycotts and strikes. Equally important is the more positive the public’s image is of labor is the greater an opportunity exists for political and legislative success.
- The local union may consider participating in community charities. Then make an effort to have the charitable work recognized. The union should send out press releases to newspapers, radio stations, and local television networks. If the community doesn’t know about the unions charitable work the union denies itself an opportunity to improve its image in the community.
- In order to show community goodwill and participation and alleviate the negative images of unions the local should show a different side of itself, a family side, a community side, a giving side. The local can participate in parades, fairs, community events, youth team sponsorship, and charity telethons. Sadly union participation in Labor Day parades have significantly diminished.
- Union members like to be recognized. The local can establish local awards for outstanding community service and then publicly recognize this person by sharing their story in the local union newsletter and submitting a press release to the media.
- Improving the image of a union can sending letters to the editor about the good things that unions due. The union would be encouraged to establish a relationship with local reporters in a way that the reporter may view the union favorably and thus increasing the potential to more favorable reporting. The union should seize every opportunity to report positive events to the press and media. Public access channels are a great way to communicate your message locally. Using You Tube and social networking are effective and efficient means to share information that shows the union in a positive light.
- Locals can reach out to the schools and seek the opportunity to presenters and educators. In fact in California, The education code requires labor education the first week of April each year. Unfortunately, few unions are aware of this law and therefore it has been under utilized. Now you know so encourage this education because you have the law to make it so.
- Refer to these websites for labor education for students. I will also provide these sites on the lesson block for optional review.
- Should the union desire to become involved in labor education at the schools then the union can identify persons willing and able to speak to classes about the labor movement. Such person should have knowledge of labor history and posses good communication skills.
- The local can initiate a “Labor-in-the schools program. Contact the curriculum director, principal, teacher or school board member about instituting a program. The union could donate books, DVDs videos that have a labor theme and story. The union can sponsor essay contest and present awards to the students with the best essays. The union can provide scholarships. When the union is to present a labor education program invite the media to cover the event.
- The union can also focus on the home and family. Changing the image or perception of a union can begin in the home. Young people do not appreciate the importance of the the labor movement. As we had discussed in an earlier chapter a person’s earliest experiences can significantly influence attitudes that they will hold later in life. Children can be made aware of their parent’s union activity. Children exposed to their family’s union activity are more likely to hold a positive attitude towards union. Family plays a significant role in shaping attitudes and unions may consider developing a program that promotes union orientation at home.
- Union members should be encouraged to talk about their union activities. The member can share how the contract affects the family’s income and health benefits. The family can discuss how the union brings fairness, equity and dignity to the workplace. Interesting labor stories can be told and stories read. The local union can develop materials to facilitate these discussions. If unions are to develop future generations of people who respect unions, trust unions and are proud to be union, development of this ideal must begin at home.
- This concludes this lecture.