ITUC Arab Region
Communicating workers’ rights
By Farah Dakhlallah, ILO Regional Communication Officer for Arab States
Thinking strategically
 A communication strategy presents your trade
unions’ values and ideas, actions, goals and
aspirat...
5 Golden Rules
 Leadership – who will lead on communication decisions
 Clear messaging – clear agenda and supporting mes...
Assess your capacity
 List your organization’s strengths and weaknesses
 List opportunities to communicate (events,
dead...
Goals
 What does your communication strategy aim to achieve?
 Clear, bold, attainable and time-bound
 Encapsulates the ...
Objectives
 What activities will you engage in and with whom?
 What outcome do you expect from this activity? When
do yo...
Target Audience
 What is my organization’s long term goal?
 “to increase the number of members protected under CB
agreem...
Target Audience
 Who are the relevant groups?
 What is their relationship to the issue?
 Why do you consider them impor...
Key messages
 Concise and persuasive statement about the larger,
more complicated, conceptual point you are trying
to con...
Key messages on FACB
(adapt to local contexts)
 Improves economic competitiveness and foreign investment
 Adds to econom...
Strategic messaging
 Key dates, events and national/local development
 Select opportunity consistent with your media
str...
Develop processes
 Communications grid
 Database of media contacts
 Information collection and packaging system
 Gener...
Media requests
 What to do if a journalist calls you
 Identity, news organization
 Topics
 Background material
 Best ...
Interviews
 Interviews
 Decide what you want to talk about (talking points)
 Express your ideas effectively (clear, con...
Tips for dealing with media
 Be trustworthy
 Be accessible
 Be open
 Be a resource
 Know your facts
 Respect deadlin...
Outreach tools
 Text
 Press releases, feature
stories
 Factsheets, Q&As,
Brochures
 Posters
 Opinion Editorial
OutreachTools
 Audiovisual
 TV spots, Video News
Release, Documentaries
 Audio podcasts
 TV/Radio interviews and
appea...
(e.g. BBC Arabic OAT report coverage)
(e.g.WDACL in Arab States)
(e.g.WDACL in Arab States)
(e.g.WDACL in Arab States)
(e.g.WDACL in Arab States)
OutreachTools
 Website
 Brings together other
media outputs (press
releases, videos, feature
articles, etc.)
 E-Newslet...
OutreachTools
 Social Media
 Twitter
 Facebook
 Flickr
(e.g. Event)
 Media Advisory
 Press Release
 Press Kit
 A basic package of materials (press release/
backgrounder/ Fac...
Some basics
 Identify media focal points
 Identify spokespersons
 Identify resources
 Identify messages
 Press pack
...

Thank you
2013
TU Comminication
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TU Comminication

  1. 1. ITUC Arab Region Communicating workers’ rights By Farah Dakhlallah, ILO Regional Communication Officer for Arab States
  2. 2. Thinking strategically  A communication strategy presents your trade unions’ values and ideas, actions, goals and aspirations to the outside world.
  3. 3. 5 Golden Rules  Leadership – who will lead on communication decisions  Clear messaging – clear agenda and supporting messages  Regular planning – gather information and use it strategically  Effective coordination – have processes to enforce consistency  Good posture – proactive stance towards media & public
  4. 4. Assess your capacity  List your organization’s strengths and weaknesses  List opportunities to communicate (events, deadlines, etc.)  Assess your environment  How different stakeholders perceive you
  5. 5. Goals  What does your communication strategy aim to achieve?  Clear, bold, attainable and time-bound  Encapsulates the aim of your communication strategy and sends a message about the purpose of your work to others  “To better serve our members, our organization should in the next 5 years be recognized as an authoritative voice by news mediums of all types on workplace-related issues, especially those pertaining to Freedom of Association and Collective Bargaining.”
  6. 6. Objectives  What activities will you engage in and with whom?  What outcome do you expect from this activity? When do you expect it will be achieved?  What tools/methods will the programme use to measure the outcome?  What degree or level of the desired outcome do you want to achieve to indicate success Over what period of time?  How many people will directly benefit from this activity? Who will they be?
  7. 7. Target Audience  What is my organization’s long term goal?  “to increase the number of members protected under CB agreements by 10% in next 3-5 years.”  What is the specific objective?  “Labour relations act amended to provide migrant workers the same union recognition and bargaining rights as other sectors”  Prioritize your audiences  How much do they agree with your position?  How much influence do they have on your outcome?
  8. 8. Target Audience  Who are the relevant groups?  What is their relationship to the issue?  Why do you consider them important?  How would they be involved?  How close are they to your position?  How much influence do they have?  What is their attitude to the problem?  Who has influence over them?  What is important to them?
  9. 9. Key messages  Concise and persuasive statement about the larger, more complicated, conceptual point you are trying to convey  State the problem & prescribe a solution  Purpose is to generate action  Clear, tailored to target audience, acceptable, engaging, persuasive
  10. 10. Key messages on FACB (adapt to local contexts)  Improves economic competitiveness and foreign investment  Adds to economic stability  Provides for dispute resolution and reduces conflict  Improves productivity  Enhances skills development and training  Helps manage change  Improves health and safety  Voice for workers and employers in the informal economy  Improves access to social protection
  11. 11. Strategic messaging  Key dates, events and national/local development  Select opportunity consistent with your media strategy  Check what others are doing  Establish a connection between event and FACB  Synchronize your message  Localize your message
  12. 12. Develop processes  Communications grid  Database of media contacts  Information collection and packaging system  Generic information package  List of in-house experts  Media materials on key issues (Q&As, policy briefs, etc.)  Media focal points  Contact management system  Identify media outreach opportunities  Determine form of outreach  Schedule outreach
  13. 13. Media requests  What to do if a journalist calls you  Identity, news organization  Topics  Background material  Best person to answer questions  Log of all media requests
  14. 14. Interviews  Interviews  Decide what you want to talk about (talking points)  Express your ideas effectively (clear, concise, factual, and engaging)  If you don’t know the answer, be honest and say you’ll check  No such thing as “off the record”  State your most important message first, talk about what you have heard or seen yourself, relate how the situation is affecting others with compassion
  15. 15. Tips for dealing with media  Be trustworthy  Be accessible  Be open  Be a resource  Know your facts  Respect deadlines  Always be pleasant, respectful and more reasonable than your opponents
  16. 16. Outreach tools  Text  Press releases, feature stories  Factsheets, Q&As, Brochures  Posters  Opinion Editorial
  17. 17. OutreachTools  Audiovisual  TV spots, Video News Release, Documentaries  Audio podcasts  TV/Radio interviews and appearances
  18. 18. (e.g. BBC Arabic OAT report coverage)
  19. 19. (e.g.WDACL in Arab States)
  20. 20. (e.g.WDACL in Arab States)
  21. 21. (e.g.WDACL in Arab States)
  22. 22. (e.g.WDACL in Arab States)
  23. 23. OutreachTools  Website  Brings together other media outputs (press releases, videos, feature articles, etc.)  E-Newsletter
  24. 24. OutreachTools  Social Media  Twitter  Facebook  Flickr
  25. 25. (e.g. Event)  Media Advisory  Press Release  Press Kit  A basic package of materials (press release/ backgrounder/ Factsheet/ brochure about organization/ speeches/ other relevant documents)  Identify key messages  Identify key resource persons/ media focal point
  26. 26. Some basics  Identify media focal points  Identify spokespersons  Identify resources  Identify messages  Press pack  Develop a communication strategy and workplan with clear, time-bound and attainable objectives with measurable outcomes
  27. 27.  Thank you 2013
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