Activists Learn about Changing the Narrative to Counter Anti-Union Forces and Tell Labor’s Stories

August 2014

California Labor Federation’s Communications Director, Steve Smith, led the message training on Changing the Narrative for union members June 28.

The San Mateo County Central Labor Council hosted a training session for union members June 28 on “Changing the Narrative” to help beat back the attacks on unions and put labor on the offense. The California Labor Federation’s Communications Director, Steve Smith, and Communications Organizer, Krista Collard, presented a new narrative about unions based on public opinion research and expert analysis that can be used to counter the anti-union propaganda and tell the truth about what unions are.

Smith said that a recent Field poll found that 45 percent of Californians have a negative view of unions. “We need to change the narrative,” he said. “The story now is not ours; it is being told by others.” He said the anti-union forces and right wing think tanks saw unions as a threat 40 years ago and created anti-union messages that are repeated over and over. “The erosion of rights and wages is a direct consequence of people believing the lies told about unions,” Smith said. “Conventional wisdom is based on talking points repeated and jack hammered into the public consciousness. That’s been their playbook and we haven’t had a narrative to counter it.” Smith said unions need to “tell our own stories” so that perceptions will shift over time.

The union members in attendance cited examples of some of the negative things heard about unions and offered some positive examples to counter those perceptions. It was noted that union members are an essential part of the community, unions are democratic organizations, unions give workers a voice, and unions raise standards and have made gains that benefit all workers.

Citing research and focus group studies, Collard said Labor’s new narrative is based on the simple fact that “unions are working people standing together.” She said that message resonates with people as it is positive and inclusive—people want to be part of it. Collard and Smith offered several ways that the “unions are working people standing together” message can be used to counter anti-union propaganda and to go on the offense. Smith said that the public can be reminded that, “Unions stand up for the middle class.” He said people understand and react positively to the message that, “Corporations and Wall Street bankers are systematically dismantling the middle class. The only thing that stands in the way now is working people standing together.”

The training gave the union activists a chance to work in small groups to develop messages around electoral and organizing campaigns. Participants were able to use the training in real world examples. Smith said that since the anti-union forces who promoted Prop 32 will come back again and try to exploit the negative perception of unions held by 45 percent of Californians, “We’ve got to change the dynamics and the narrative about unions now.”