(Download)

Tested Principles for Union Political Communication

What do union members want when it comes to political communication, and what will make them more likely to get involved in registering and voting, giving money, and taking part in worksite leafleting, rallies, phone banks, petition drives, and other actions?

With focus groups, polling, and other methods, the AFL-CIO has tested methods of communication that increase member participation. That research shows that most members are more likely to support political action if they see that it is…

1.    Based on economic and work-related issues that affect members’ families, not on union ties with particular candidates or parties.

2.    Designed to hold all politicians accountable to working people on a year-round basis, not just to support certain politicians at election time.

3.    Based on the priorities and views of union members, not just goals of “the union” as an institution.

Here are some tested methods for emphasizing those points in union communications:

Year-round contact, at the worksite if possible. Polls consistently show that members who are contacted about politics at work are far more likely to support union-recommended candidates and issues than those who aren't.  Yet, too often unions rely primarily on mailed newsletters and brochures.  Use worksite leaflets to encourage discussion between members and stewards or other activists throughout the year on local, state, or federal issues that affect working people.  Members who are asked to help win on legislative issues during the year are more likely to get involved at election time.  If discussion at the worksite is not possible, use phone calls or house visits.

Integrate fundraising and voter registration in the year-round communication program. Members are more likely to contribute to the union's political action fund if they understand how the political contribution can help them have a stronger voice on issues that matter to them – their contract, their wages and benefits, legislation that makes a difference in their job, etc. It’s important that asking members to contribute or asking them to register and vote isn’t the only time we talk to them about politics – that leads to cynicism, not involvement. Communicate with members about political action before and after asking them to contribute to COPE.

Two-way communication. Provide surveys or tear-off forms for members to give their priorities at the start of legislative cycles.  Like surveys in contract campaigns, these show members that union political activities are based on their needs.

At election time, give members a chance to question candidates, and report on the discussion that took place to members who were unable to attend. Member involvement in screening will increase support for candidates the union recommends.

Worker voices. Feature members and their families in news conferences announcing political and legislative goals, contributions, and recommendations of support.  In leaflets and other publications and on web sites, include quotes and photos of members who have chosen to get involved in union political action because of issues they care about.  This gives members role models and emphasizes that our goal is to benefit working people, not just “the union.”

Issues up front. Headlines and text of materials or statements and signs at news conferences or rallies should lead not with politicians or union leaders but with issues: jobs, health care, security, quality service.

Factual, nonpartisan tone. Members say they are more likely to open a letter from the union than a brochure that looks like political advertising.  All pieces should be clearly marked as “A message from your union about your job” or “Research for you by your union” so members won’t think it comes from a candidate or party.

When it comes to election materials, most members say they want factual comparisons of candidates’ records on issues so they can make up their own minds.

§  The union’s position on each issue and the effect on members should be included.

§  The party affiliation of candidates should not be included, emphasizing that any recommendation is based on issues, not party.

§  Comparisons should include at least one bad vote by the recommended candidate and good votes by others.  Members don’t believe any politician is all good or bad.

§  Unflattering photos of candidates we oppose should be avoided.  They make our materials seem too slanted to be believed.

§  Web sites or other sources should be cited for the information that is presented.  Sources add credibility, even if the reader never looks them up.  But don’t just link to the candidates’ Web sites without providing your own information on your site.

§  The union’s recommendation should be provided at the bottom, after the factual information it is based on, and not in the main headlines where it will taint the credibility of the comparison that is presented.

It is better to use the word “recommendation,” which clearly leaves to the member the decision about whom to vote for, as opposed to “endorsement,” which to many members has come to mean an instruction determined by union officials.

Use Web sites and email to stimulate worksite contact. Put leaflets on your site that workers can download and pass out at work.  Collect email addresses throughout the year so you can alert members to material that will be discussed at work.

Keep it short. Leaflets, letters, emails, articles, and Web pages should have few words, large type, and one or two main ideas.  Often, the time we have to get a point across is the time it takes for the reader to reach the nearest trash can.

Screen for jargon. Show material to someone who is not actively involved in the union and have them help you identify words or initials that only union activists are familiar with.

Courtesy of TheWorkSite.org