Workers at Teamsters Local 792 are in their fifth week of a strike against Johnson Brothers Liquor in St. Paul. When the company offered a bogus one-year contract and refused to renegotiate, the workers went the usual route: They handed out fliers at bars and restaurants around town and they set up picket lines in front of the Johnson Bros headquarters.
They contacted me earlier this week:
"We are Teamsters local #792. We are currently on strike against Johnson Brothers Liquor in St. Paul, MN. We are currently in the 5th week of the strike. Check out all our videos and let us know what you think. Please spread the word we have had trouble getting media support. Thanks."
Well all I've got to say is that with video work like this, and the creative (and talented) Teamsters you have on the line, I can't understand why.
Check out the videos. They can tell the story much better than I can.
I just want to tip my hat to these Teamsters for using the web this way. It's what this grassroots medium is all about. And, brothers, you have my word that we will spread the news of strike as far as we can.
Tips for getting local media involved
Work with your local to designate a few on-scene spokespeople. Sometimes local officers and rank-and-filers are a little apprehensive about talking to the press -- as well they should be. We don't always get the fair-and-balanced treatment -- if we get any treatment at all.
Your spokespeople should know all the facts about the strike and be able to answer questions.
If you haven't done so already, write up press release with your spokespeople's contact information and mail it off to your local media outlets.
Try to work the human story -- this this is more than dollars and cents, it's about feeding your families and trying to pay for health care. It's about company greed. It's about security, dignity, respect. Have Teamsters ready to tell their stories. Reporters are more apt to cover the company's dollars and cents angle if that is all they have. Give them a way to look into your lives.
Work with the local to create some specific talking points and to stay on message whenever you are talking to a reporter.
Always assume you are on the record.
Whoever is designated to be your lead spokesperson, have that person reach out to the local media outlets and take them to lunch to discuss the strike. Reporters don't get paid very well and are more likely to listen if you hold them captive over a plate of food. (And they have to listen while they chew).
Before letting them go back to the office drop by the strike line, so they can at least meet and talk to a few people.
Remember, most reporters don't know jack about unions. So you will have to do a lot of teaching. Don't assume they know what a "bargaining unit" or other labor jargon means.
Try to line up other sources -- like local small businesses affected by the strike -- who will speak up for you too. You want to lay as much of the groundwork as possible. Many reporters are overworked (and, yes, some are lazy), so the more sourcing you can provide the better. They may not use all your sources, but if they are facing a tight deadline, the chances are good.
Look for a local community blog and start writing about the strike, your experiences on the line and what you are standing up for. Post your YouTube videos, pictures, whatever you've got. Local media do read local blogs for story ideas and to guage what the community is talking about. I tend to start with progressive political blogs because they tend to be very pro-labor. But your goal is eyeballs, so seek out the most popular blogs in the Twin Cities.
If you're covered by the local newspaper and it has a web site that allows readers to provide comments on stories -- be sure to log in and comment. Then share the link with the brothers and sisters, spouses, friends whoever you know, and ask them to comment too. Be ready to defend your positions, because you will hear from the anti-union crowd.
Start an email campaign. If the CEO has an email address, start spreading it around and asking supporters to send emails. A few hundred emails might get his attention and see that you do have a broad base of support.
Keep in touch with the reporters who cover the strike and try to foster those relationships when the strike is over. We need to educate the media about what unions are all about and we need them in situations like this. It's always easier to get them out if you know who to call and who you can trust.
The IBT does a couple of communications trainings per year. And you can find more media tips on Teamster.org.
Good luck, and remember that you have 1.4 million Teamsters standing with you. Some of which might have additional suggestions...
Solidarity