Core Messages
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Core messages
- Connect with the public interest and core values.
- Are short and easy to remember and repeat.
- Provide frame and context, not just facts.
- Anticipate and neutralize the opposition’s messages.
- Generally are about outcomes, not process.
- Have to be true.
- Work with all audiences – workers, public, politicians, etc.
- Have some emotional punch.
- Are likely to hold up throughout the campaign.
Checklist for a New Campaign
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Planning an upcoming campaign or other opportunity to communicate with the public and the media…
What are our principal goals or issues in this situation?
Planning Campaign Tactics
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Your choice of tactics may depend on your goals, your opponent, and your resources, and may require advice from a lawyer, but here's a menu to provoke thought. The menu is mainly drawn from union experience but should be useful to others as well.
Worksite activities, such as surveys, petition campaigns, and demonstrations, can show that workers will not be satisfied and productive without a fair settlement.
Direct action, such as refusing to do more than required by a union contract or engaging in displays of unity, can demonstrate workers’ willingness to take stronger action if necessary.
Corporate analysis can lead to activities that affect relationships between a corporation and lenders, investors, stockholders, customers, clients, patients, tenants, politicians, or others on whom the employer depends for funds.