Getting the Public on our SidePublic Speaking for ATU Leaders

Patricia WestwaterJuly 18, 2014

Agenda

Introductions; goals & ground rules

Overview of communications fundamentals

Presenting to groups

Lunch

Practice presenting to groups

Adjourn

Goals of this workshop

Understand different audiences we need to reach

Understand key message points for the public

Learn best practices for speaking to groups

Gain awareness of personal strengths and challenges when speaking to groups

Introductions in small groups

Your name & where you are from

How you got involved in the labor movement

Someone who has inspired you

Ground rules

Respect one another

Listen to one another

Support one another

Turn cell phones off or put them away

Top Tips for Union Communicators

1. Have a clear goal

2. Identify your key stakeholders (audiences)

3. Know your audiences

4. Craft persuasive messages

5. Get messages out in various ways

6. Put workers out front & use personal stories

7. Stick to your message

1. Review: What are the key goals of ATU?

2. What groups of people have a stake in our campaigns?

Who has a stake in your campaign?

Union Campaign

team

Non-union workers Employers

Union members

Community allies

Media

Politicians

Customers/consumers

Taxpayers

Investors/ Financial

3. Know your audience

Union Campaign

team

Non-union workers Employers

Union members

Community allies

Media

Politicians

Customers/consumers

Taxpayers

Investors/ Financial

What do these groups know about unions?

Not much! We have to educate them.

Union Campaign

team

Non-union workers Employers

Union members

Community allies

Media

Politicians

Customers/consumers

Taxpayers

Investors/ Financial

Public opinion about unions?

Majority of the public feels that unions only care about their own members

What else does the public think about unions?

Your union?

Your issues?

What do WE think about unions?

How do unions help?

What are union core values?

4. Craft persuasive messages

Don’t just focus on delivering benefits for our members

We win when we show how unions help solve common problems and strengthen our communities

Create a positive vision of the future

Avoid union jargon

Sample messages

The union’s first priority is keeping the public safe.

We want to sit down at the table and figure out a solution that works for everyone.

Union members want to make sure that our jobs are clean and safe for the environment.

When workers make a living wage it supports businesses throughout the entire community.

Support public transit and reduce gridlock!

Commuters now waste an average of 38 hours a year stuck in traffic. More in major cities.

Public transit saves money – both in your wallet and in tax money.

Public transit reduces air pollution, and that’s good for everyone.

Contact your elected officials and tell them you want better public transit!

Support public transit and create jobs!

Tens of thousands of jobs are created for every $1 billion spent on public transportation

Public transportation stimulates business for shops, and that helps communities prosper

Contact your elected officials and tell them to support public transit!

Support public transit for a cleaner planet environment

Investing in public transportation is one of the best ways to fight pollution and climate change

Buses emit 80% less carbon monoxide than a car. Trains emit none.

Public transportation saves billions of gallons of gasoline every year.

Contact your elected officials and tell them to support public transit!

School buses move our most precious cargo.

Every day millions of parents trust bus drivers to keep their children safe.

… but budgets are being cut and safety jeopardized.

Parents, drivers and working families need to unite and demand better!

Contact your Congress member and tell them you want better school bus transit.

Review leaflets

In small groups, review leaflets and discuss key messages for reaching the public

Practice using these messages with one another.

Presenting to groups

Activity: Presenting to groups

1. Get into groups of 3.

2. Take a minute and think of a time when you’ve heard a really effective speech or presentation. What made it effective?

3. Now think of an ineffective presentation you’ve heard. What made it ineffective?

4. Take notes and be ready to report back to large group.

Best practices

Know your audience

Speak to their perspective and self-interest

“Speaking to the Middle”

Don’t wing it! Prepare talking points, not a script

Practice, practice, practice!

Tell stories, use personal anecdotes, quotes, create a positive vision

Best practices

Be aware of body language

Make eye contact – 5 spots in the room

Claim the space – adjust the microphone

Hands out of pockets

Take a deep breath and relax!

Don’t rush. Use pauses to gather thoughts.

Structure of presentations

Start: Grab their interest at the beginning. Use interesting fact,

personal story, “visualize a future” Tell them what you’re going to talk about

Middle: 3 main points that support your message or goal Educate about the union & clarify what’s “right and wrong”

End: Restate your main point. Wrap it up by asking the audience to take action

Public speaking exercise:

Form groups of 3.

Take 20 minutes to create a presentation to a church group about the importance of public transportation. Refer to the leaflets Create a presentation where all 3 people contribute Write talking points & practice delivering speech

Speeches