FIELD MOBILIZATION TOOL-KIT - Amalgamated Transit Union

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ATU Mobilization Tool-kitSTRATEGY VERSUS TACTICS ................1INTERNAL MOBILIZATION . ....................1Developing a good listMeeting for the Movement!Identifying and Recruiting Member MobilizersOrganizing Members Around an Internal CampaignCOALITION BUILDING ..........................4Building Community Campaigns& Powerful CoalitionsGetting Started...Tactics & ActionsRESOURCES .........................................8Greyhound Lock-out FlyerMember Mobilizer form (generic)Bus Riders United sign-upMEDIA & COMMUNICATIONS ..............12Making Headlines: How to Get Media AttentionCalendar to Generate News Media Coverage of an EventSample Media Advisory & Press ReleaseTHE ART OF ADVOCACY ...................20Story of Self, Us and NowPotential Topics of Conversation with a Candidatefor OfficeGETTING GRASSROOTS ......................21Showing constituent powerRegistering members to voteHow to run an effective phone bankWriting to elected OfficialsConfronting elected officials in publicProviding route information on Election DayNeighborhood WalksGuidelines for Talking to Members about PoliticsMaking Transit an Issue in Races for Office

STRATEGY VERSUS TACTICS“All men can see these tactics wherebyI conquer, but what none can see is thestrategy out of which victory is evolved.”— Sun TzuWe call this packet the “tool-kit” because therecommendations you will find within are consideredthe best “tools” to getting certain jobs done. Just asyou would use a hammer for a nail and not a screw,these tools accomplish specific tasks, but it is yourjob to know what you are building.The tools are what we call tactics and knowingwhat you are building is called strategy. It is all tooeasy to start employing tactics with only a vagueidea of what you want to accomplish—without astrategy.Both words, strategy and tactic, originate frommilitary use. A strategy is the art and science ofplanning and directing large military movements. Atactic is deploying military forces for battle. Just asthe quote above illustrates, the military tactics arewhat we can see in war—the battles. The strategy isthe general’s understand of where, when and why toemploy those tactics. Good generals, like Sun Tzu,can anticipate their opponent’s moves and preventthem from successfully using their own tactics.For our local union officers, this means you toomust use strategy and think about what tactics touse where and when. You must try to anticipate howyour targets will respond to your tactics.Most importantly, you must know what yoularger goal is. If your city is threatening service cuts,your larger goal won’t be merely to stop the lay-offsbut to secure more funding for your transit system.If you goal is not big enough, a victory will translateinto only small or temporary benefits. However, ifyour goal is too big or unrealistic, you will be settingyourself up for an unwinnable battle. Ideally, yourstrategy should incorporate smaller goals, such asstopping lay-offs, within a larger, winnable goalsuch as getting more money for your system.Finally, just as a general, you need to have anarmy behind you. Your membership is not enough.You will need the support of a broad range of peoplein your community to have the kind of strength innumbers you need. If you can get the residents ofyour city or town behind you, chances are you willbe able to win.INTERNAL MOBILIZATIONIn this section, you will find information onhow to begin an internal organizing campaign, thefirst step in laying the groundwork for a successfulcommunity-based campaign around transit issues inyour area. The basics of internal organizing include:developing a good list, recruiting member mobilizersand organizing around an internal campaign, suchas getting more members registered to vote.The suggestions you will find in this tool-kitare meant to engage and activate membership, notquadruple your workload as a union officer. Yourjob is to figure out what tasks need to be handledby union officers and what can be delegated out tomembers. Remember the “Iron Rule of Organizing”:Never do for others what they can do for themselves.Develop a good listDeveloping and maintaining an accurate listof member contact information is essential foreffective mobilization and activism. If you can’treach someone, you can’t educate them, persuadethem, or mobilize them for action. We must developthe ability to reach our membership through mail,phone, email, text messaging, websites and mostimportantly through face-to-face discussion.Every local should work to gain current lists withthe following information:ATU MOBILIZATION TOOL-KIT1

should be something that your members careabout (“all interest is self-interest”). It is easy forleaders to assume we know what members areworried about—especially when we hear memberscomplain about this and that. Doing some activelistening before planning an action can help ensurethat members are behind you all the way. Try activelisteningquestions during conversation such as:• How long have you been on the job?• What made you want to be a [bus driver,mechanic, station clerk]?• What issues are affecting your work liferight now?• What would you like to see donedifferently on the job?• What ways would you considergetting involved?Remember to make notes on what you discussedafter talking with members.Sometimes we run into instances where membersdo not understand how issues the union is involvedin apply to them. These same questions can be usedto help a member uncover why something is intheir self-interest even if they didn’t first see it. Forinstance, they may bring up an issue they care aboutwhich you are able to relate back to union activities.• Enlightened self-interest: the concept thata person acting to further the interestsof others ultimately serves his or herown self-interest.• For more resourceson campaign planning,download a free copy ofthe Toronto & York RegionLabor Council’s CampaignPlanning Handbook,http://tylabourcouncil.weebly.com/uploads/8/8/6/1/8861416/lccampaignbook.pdfBus operators in Washington, D.C.’s Metro systemhad enough: after three assaults on bus operators ina single week and little response from Metro officialsthey decided to take the issue into their own hands.Led by shop stewards and member mobilizers thatwere part of an internal mobilization team, they gotthe word out to all bus operators encouraging them todo a thorough safety check before heading out of thegarage in the morning.The result? Thousands of calls into centralcommunications as bus drivers performed what is aroutine check of their safety equipment and radios.They influx of calls created an overload and nearlyshut down central command. Operators had Metro’sattention: safety was no joke.Officials quickly called for a meeting with unionleadership to re-visit prior demands for a betterdesigned bus safety shield along with increased transitpolice surveillance of the bus system.COALITION BUILDINGBuilding Community Campaignsand Powerful CoalitionsA coalition is an organization of organizationsworking together for a common goal. We buildcoalitions to amass the power necessary to dosomething we cannot do as a single organization.The basic steps are identifying common interests,community groups, setting up a meeting andidentifying mutual goals or targets of interest.How do we build effectivecoalitions?• Understand the distinct interest of eachparticipating group, it is important that allthe members of a coalition understand eachother in order to build on their strengths andavoid unnecessary conflicts.ATU MOBILIZATION TOOL-KIT4

• Choose unifying issues to work on.• The advantages of coalitions are clear:we win what we couldn’t win alone.We increase the impact of an individualorganizations’ effort. It helps increaseresources for our cause, draw new leadersinto the work, and broaden the scope ofour work. (Source: Organizing for SocialChange, 2010 pp 97-99)Getting started...Identify groups in your community that havea stake in transit. There are many groups outthere who either rely on transit or believe in itsimportance. Environmental groups, smart-growthadvocates, senior citizen organizations, churches,disability groups, anti-poverty organizations, anduniversity student groups are just some examplesof pro-transit groups that may be present in yourcommunity and may even already be engagedin lobbying for better transit. You may find thatsome businesses also support transit, particularlyones in downtown areas without sufficient parkingand those who employ a large number of transitdependentemployees. Other unions, of course,may support transit issues, especially those whosemembership depends on it (such as UFCW, SEIUand others).When thinking about groups in your communitywho may be willing to support transit issues, it isimportant to think creatively. Get your executiveboard together for a brainstorming session, or pollmembers about what groups they belong to orknow of.Think about messaging. After you’ve got agood list of potential transit coalition partnersin your community, the next step is to thinkabout how to approach them. Talking about yournext contract fight won’t win you support frompotential community partners. However, talkingto groups about the larger issues, such as the needfor more funding, better service, and the role oftransit in economic growth will appeal to theirself-interest and help link them up with your local.For instance, disability groups and senior citizensgroups know about the critical importance of easyaccess to transit. Environmental groups understandthat more frequent and less expensive transit willgive people an incentive to leave their cars at home.Businesses will be aware of how a strong transitsystem is an engine of economic growth, gettingworkers to the job site and customers to theirdoors. Before you approach potential partners,think about what messaging would appeal tothem and be prepared for their particular concernsand questions.Set up a coalition meeting. After you’ve identifiedpotential allies in your community and you’vethought about how to communicate with them, thenext step is to set up an inaugural coalition meeting.You may want to pick a date, time and location inadvance ahead of time, so that you have somethingspecific for potential partners to commit to. Yourlocal union hall may be a good location, if you havespace; if not, most cities will allow groups to usespace in Public Libraries for community meetings.Not everyone who is interested will be availableto attend, but let them know they will be on theinvitation list for future meetings.Identify mutual goals and targets of interest.When you have your first coalition meeting,lead the discussion but don’t dominate it. Findout what goals each of your partners have, andwhat kinds of changes they’d like to see. If theysuggest things that run counter to the ATU’s bestinterest—such as privatizing the transit system—don’t attack them, but explain our position.Youmay find some groups won’t be as useful to workATU MOBILIZATION TOOL-KIT5

with as you thought, and others you’ll find a wayto work together despite some difference. As youestablish common goals with coalition partners,you can start making concrete plans for how towork together to build a campaign.Join their fight, too. The importance of thiscannot be understated. When community groups“go to bat” for the ATU, they expect the ATUto support their interests as well. This doesn’tmean you have to write a check or support issuesthat conflict with the ATU’s interests. However,lending support when you community partnersneed it is important for establishing a lasting,reciprocal relationship.Create a Member Mobilizer Committee.Member mobilizers can help you build coalitionsand establish a greater presence in the community,without requiring more time commitments fromyou as a Union Officer. Begin by identifying the“1’s” in your local that are interested in organizingother members around issues, actions, legislation,and community related topics. We like to callthem Member Mobilizers, and you can thinkof them as ‘Volunteers Level 2’. This is a greatopportunity for members that have some interestin becoming stewards to get some experience(and could be a good way to put “loud mouths”to work). Members who agree to be a MemberMobilizer should be able to dedicate at leastsome time every week to performing organizingtasks. Ideally you should have at least 4-5Member Mobilizers on the committee. EachMember Mobilizer should take a responsibility(for example, community and clergy outreach,local legislative affairs, young member outreach,retirees, and internal member organizing). Ifpossible, the Organizing Committee shouldreport at the monthly union meeting on activitiesand outcomes.Tactics & ActionsNow that you’ve done the hard work--you’veorganized internally, tapped member mobilizers,built coalitions with community groups, andidentified a strategic goal--you get to do the funpart: brainstorming some collective actions.The tactics you choose should create excitementand enthusiasm among your membership, showyour union’s power, make the target of the tacticuncomfortable, and earn positive media attention.There are 5 basic criteria for a good tactic:1. It is focused on the decision maker of thecampaign, or the secondary target if theyhave influence over the decision maker.2. It puts power behind a specific demand. Theweakest tactic is one that is not aimed atanyone and makes no specific demand.3. It meets your organizational goals as wellas your issue goals. That is, it builds yourunion power as well as helping win theissue.4. It is outside the experience of the target.A tactic that catches the target off guardputs the spotlight on them in a momentof surprise and may force them to make apotentially unpopular decision.5. It is within the experience of your ownmembers, and they are comfortable withit. Members are more likely to carry out anaction and make it successful if it is a type ofaction they are comfortable with.When you can’t seem to move your primarytarget, you may consider tactics to get to secondarytargets. Applying pressure to secondary targetsideally puts indirect pressure on your primarytarget—and increases your chances they’ll respond.The following chart shows many potential secondarytargets if your primary target is the employer.ATU MOBILIZATION TOOL-KIT6

On August 11, 2010, members of ATU Local 1415were only 24 hours away from being locked out byGreyhound. Getting nowhere with the company, Local1415 decided to put outside pressure on Greyhoundby informing passengers of the impending lock out.Drivers put a flyer announcing service interruptiondue to the lock out on their dashboards, and somedrivers left one in every seat of their bus. Greyhoundwas furious, but so were the riders when they learnedthat service interruptions would be the fault of thecompany for locking out workers—and not the uniongoing on strike. Local 1415 President Ian Laird saysthis tactic turned the tides at the negotiating table.RalliesGathering union members together withcommunity partners for a rally can be a powerfuland highly visible way to energize members andearn free media attention.A rally by its nature depends on turnout—asignificant turnout shows strength, while a poorturnout backfires with weakness. Turnout for a rallydepends on personal communication— face-tofaceand by phone. For these reasons, a rally shouldnot be the first tactic you go to, but a capstone ona series of smaller actions that get attention and getmembers pumped up.For internal use, develop an agenda and a listof key messages for all participants. Develop aschedule for the event that allows a brief time foreach speaker. One person should be designatedto welcome attendees and introduce the speakers.Walking through the event beforehand will helpensure everyone is comfortable.Key rally planning tasks:••Invite and confirm rally speakers.••Reserve space for the event that is the rightsize— if it’s too large, a crowd will look small.••Secure local government permits if necessary.••Get the word out several weeks in advancethrough flyers, email, robo calls, newsletters,and personal calls and visits. Make turnoutat least one person’s sole responsibility.••Make sure there is sufficient audioequipment and for any crowd of more than100, a riser for speakers so they can be seen.••Podium signs and banners—for example,strategically placed signs reading, “We AreOne ATU”—are essential.• • Assign security marshals and parkingattendants if needed.ATU MOBILIZATION TOOL-KIT7

Passenger AdvisoryService Interruptions AheadMake Alternate Travel ArrangementsGreyhound has announced itwill lock outCanadian driversAugust 12Greyhound Corp. of Dallas, Texas has demanded that drivers in Ontario and Quebecagree to major cuts in retirement benefits for newly hired drivers. The companysays that if Ontario and Quebec employees will not promise to throw young workersunder the bus by August 12, the company will LOCK OUT its employees.For more information contact Ian Laird, Amalgamated Transit Union (ATU) 1415, (416) 599-1415ATU MOBILIZATION TOOL-KIT8

Amalgamated Transit Union5025 Wisconsin Ave., N.W., Washington, D.C. 20016-4139202-537-1645 Fax 202-244-1726ATU ActivistsAn invitation to all members of ATU Local 123You are the people you’ve been waiting for!Our goal is to build a team of ATU members that will:Establish effective two-way internal communication in our union To be a strong union, we have to be able to communicate with eachother. Both to keep members informed and to ensure that members’voices help guide our union.Organize around issues that are important for our members, and createopportunities for members to be active & involved For example: mobilize our membership in response to GovernorKasich’s attack on workers through trips to Columbus, phone bank,leafletingBuild bridges with the community. Now more than ever before, we need to be connected to thecommunities we serve and in which we live. We can’t stand alone asLocal 123: we need riders, residents, neighbors and friends standingwith us to ensure we have good jobs and a strong transit system.If you want to be involved please contact:NameEmailYou can also reach us by leaving a message at the ATU Local Office at xxx-xxx-xxxxAffiliated with American Federation of Labor and Congress of Industrial Organizations and Canadian Labour CongressPRINTED ON UNION PAPERATU MOBILIZATION TOOL-KIT9

Bus Riders UnitedVolunteer Sign-upName:Address:City:State:Phone:Email:❏❏❏❏❏❏❏❏❏❏❏❏❏❏I would like to hlep Bus Riders United expand bus service in the SRTAsystem. I am able to help the campaign in the following ways. Pleasecheck all that applyMake phone calls to inform bus riders of public meetings or eventsAttend public meetings, events, & SRTA board meetingsGather post cards from my friends and family to improve bus serviceDistribute and collect postcards on the busParticipate in outreach and tabling at eventsSet up meetings for Bus Riders United to speak with differentorganizations (churches, clubs, sports teams, non-profits, etc.)ATU MOBILIZATION TOOL-KIT10

THE YEAR THE ATUFIGHTS BACKATU MEMBER MOBILIZERSWhat does it mean to be a Member Mobilizer? MMs are ATU members willing to volunteer toensure that workers have a voice on the job, in the community and a voice in political process.MMs take action at the worksite, in our neighborhoods, on the phones, and via e-mail to:• Educate members and their families• Register members to vote• Raise COPE funds• Build community coalitions• Recruit volunteers• Organize RidersThe transit cuts keep coming. The layoffs seem endless. Fare increases push customers away. Legislativeattacks undermine our rights to have good jobs and benefits. All of that is at risk if you don’t act now!Will this crisis ever end? Only if we fight back, and THAT TIME IS NOW!Fight back become aMEMBER MOBILIZER today!Text “mobilize” to 69866CUT HEREName:Address:ATU MEMBER MOBILIZERSign-up TodayLocal:Home Phone: Mobile Phone:Email: Receive Text Alerts: q Yes q NoBest Time to Volunteer: q Weekdays q Weekends q AM q PMATU MOBILIZATION TOOL-KIT11

MEDIA & COMMUNICATIONS TOOLSAn important aspect in developing an effectivecommunications program is to develop some basictools and infrastructure. This will allow you tocommunicate both internally to your membershipand externally to the media, public officials andthe general public. By creating an effective systemof operations and a plan to communicate, you willbecome much more successful in developing basicoutreach and building upon it over time. While it willtake some work on the front end, your hard workwill pay off quickly.This infrastructure must include some simple,basic tools and materials that will help you tocommunicate better with your key audiences.These will include:Developing Strong Messages – Messagedevelopment is a crucial early step in communicatingto key audiences about who you are and why yourissues are important. Your key messages will providethe basis of all your communications.Whether you’re talking to members, communitypartners, politicians or the media; good, strongmessages persuade people to see things the way themessenger wants them to be seen. Good messagesare about basic values everyone understands. Theyalso must be clear, concise, and simple.It’s also important that you frame yourmessages properly to appeal to your key audience.For example which of the following statementsare more effective?“Management committed an unfair laborpractice,” or, “Management broke its promise andthe law.”“We’re fighting for better wages & pension”versus “to preserve transit service for passengersand our community.”The second messages are stronger becausethey appeal to values and emotion, use everydaylanguage and avoid jargon. These are critical andimportant factors to consider in developing yourkey messages.Here are some key potential messages aroundATU issues:Potential Messages:Service cuts impact the local economy.Public transportation takes workers to theirjobs and brings customers to businesses’ doors.In a time of economic recovery, we need tomake sure that this vital economic circulation istaking place!Transportation is about equity.Everyone – the elderly, disadvantaged,disabled, and minorities – deserve equal,accessible, reliable public transportation thatwill get them safely to and from work, schooland other daily tasks.A newsletter - A regular newsletter is a good wayto keep members informed about developments inthe local, the community, and in the news. A goodnewsletter should include current news stories abouttopics of interest to your membership, upcomingunion events, promote your message, updatemembers on their local’s community campaign,highlight member activism, etc. It can be a simpledesign and content.E-Newsletter – The content from your newslettershould be developed into a monthly e-newsletter.Everyone communicates via email these days andit’s a great way to communicate with your members.You should attempt to send these out on a regularbasis (weekly, monthly, etc.), so your members startto expect to see them. It can also be posted on yourwebsite and on Facebook page.Regular Conference Calls - Establishing a regularconference call with your members or activists is aneffective way to communicate. Whether it’s weekly,ATU MOBILIZATION TOOL-KIT12

monthly or quarterly, it will help you to be moreorganized and get important messages out. Thesekeep everyone informed and on schedule, which isespecially important when you are organizing anevent such as a rally. It’s also cost effective becausethere are many free conference call services such aswww.freeconferencecall.comPress Kit/Organizational Kit - A general presskit/organizational kit about your local is a veryuseful tool. It can be sent to reporters working ona story or distributed at any event at which mediamay be present. These kits could also be used whenyou meet with local politicians or other officials tointroduce who your local is. An electronic versionof the press kit should be uploaded to your website.The general kit should contain:• Local officers• Fact sheets• Mission statement• Local history• Background on memberships• Number of members• Industries/companies workersrepresent• Topics of expertise• Calendars of events• Newspaper clips• Any relevant reports, press releases andbiographical informationWebsite – Every organization needs to havea website. It is a key vehicle for disseminatinginformation and is likely the first place many peoplewill look to learn more about your local and yourissues. It needs to be written in clear language, beeasy to navigate and include calls to action (and thetools to support those calls). It also should includesome interactive elements.If you don’t have a website you need to get one.It is easy to develop and doesn’t need to be complex.The International has developed an affiliate websiteprogram (TransitWeb) in which locals can request afree website. All the technical and design details willbe handled for you. For more information, pleaseemail communications@atu.org.It’s also critical that you update the contentconsistently. Members and visitors will come toyour site more often you have new content.Social Networking Media – Social media – likeFacebook, Twitter and YouTube – continue to growmore and more in importance as communicationtools, particularly for issue advocacy. In many waysit has become an essential tool in any campaign andfor any organization to mobilize activists.Social networking sites make reaching targetedaudiences easier and faster and, with one click,they connect you with the networks of all of your“followers.”Accounts should be established for each networkto raise your profile or issue in the social networkingcommunity. These accounts are very easy to set up.Strong SpokespeopleOnce you have developed strong, clear and concisemessage that is half the battle. For our messages tobe heard, it must be delivered by someone who iscredible, well spoken, knowledgeable and relatable.Members and most Canadians understand whatit’s like to work for a living and they are more likelyto believe messages delivered by workers. People canrelate better to people like themselves, who workhard each and everyday to provide for their families.It’s putting a human face on our union that is justlike their neighbor, friend or co-worker.By putting the foundation of our union—ourmembers who keep Canada moving—out frontbeside leaders, our message will be heard andbelieved.ATU MOBILIZATION TOOL-KIT13

MAKING HEADLINES: HOW TOGET MEDIA ATTENTIONNews media is the biggest influence on ourmembers, public officials and the general publicwhen it comes to information. It is also one of themost significant opportunities we have to raise ourvisibility and add power to mobilization.We have to remember that reporters, TVstations, bloggers, and other media are notour enemy. If used effectively, media can be apowerful medium to get our message out to ourkey audiences.With a little work and some simple steps,every local has the ability to develop a publicrelations framework that will allow you to takemaximize your news opportunities to buildsupport for members and with public officials andthe general public.It is important to take advantage of naturalopportunities to generate news stories. Do notunderestimate a rally, charity event or even theelection of new officers as potential for positivenews coverage. Also you cannot expect coverageevery time you have an event or put out a pressrelease, but over time, reporters will grow moreaccustomed to working with you. Eventually it willpay off.The following are important tools and tactics fordeveloping a successful media relations programthat will help you to generate media coverage.Media Lists - Thorough and updated medialists are crucial for reaching the right reporters andaudiences with your key messages. If you have agreat rally planned, but the correct reporters andmedia outlets never hear about your event, then youwill not get media coverageYour media list should include reporters andmedia who write articles and cover on issuesimportant to members—transit, jobs, the economy,continuing education, labor unions, environmental/green technology and any other issues in which ATUmakes a difference. Media lists in each media marketshould include, but are not limited to:••Daily newspapers••Community newspapers••TV networks – Almost every city has anCTV, CBC, ABC, CBS, NBC, and SUNNetworks news stations.••Radio networks – Every market has a mainnews station••Trade Publications – This includes businessjournals, newsletters••Internet news outlets••Bloggers••News wire service – Associated Press,Reuters, BloombergBroadcast Email Network - Your media listsshould be entered into a broadcast email service.There are many free or inexpensive email blastservices such as Mail Chimp, iContact and others.With the touch of a button, it will allow you tosend information to reporters and media outletswithout your message ending up in junk mail.Proactive Phone Contact - A press release must bereinforced with a follow-up phone call to ensure themedia have received your message. Reporters receivedozens of press releases and pitches every day, so ittakes considerable effort to make yours stand outfrom the crowd. Making pitch calls is a time-intensiveactivity that must be done to sell the story or event.Each time you email a release or advisory, youmust follow up with calls to key reporters to ensurethat they are aware of the story, to give them theopportunity to get more detailed information than isprovided in a press release, and to set up interviews.Establishing News Credibility/Regular MediaContact - A key part of developing a relationshipwith the media is regular contact. Aggressive mediacontact and emails will help to keep your local inthe news and in reporters’ minds. With ongoingATU MOBILIZATION TOOL-KIT14

contact, your local will become a recognized nameto the media. As a result, if a story is being doneon topics related to mass transit and labor, yourlocal will be called as “news sources.” The news iscyclical – the more you go out and get the attentionof reporters, the more credible the ATU becomesand the more you will be in the news.Responding to News of the Day - By keepinga keen eye on what reporters are covering relatedto mass transit and other key issues, you can craftstatements and releases to tie ATU and issuepositions into relevant news stories.Media Interview TipsMedia interviews are a great opportunity to getout our key messages to our audiences. At first theseinterviews may seem intimidating. But a few keytips will help you be prepared and with practice youwill get better and better.When talking with the media, remember thatyou are the expert. Do not worry about reportersasking questions that you can’t answer. You don’thave to answer every question.The following are a few general tips that will helpprepare you for any interviews with print, TV, radioand bloggers.1. Be confident, relaxed and enthusiastic. Whilethe reporter may be asking the question, whatyou say is totally controlled by you.2. Be sure to speak clearly - no mumbling! Tryto keep your “ums” to a minimum. Especiallywith TV and radio.3. Listen to the question the reporter asks andtake as much time as you would like to thinkabout how to respond. There is no need to feelrushed.4. Whenever you are talking to a reporter, smile.Smiling projects enthusiasm for what you aredoing and a desire to connect on a personallevel with the audience.5. Speak in concise sentences. Try not to ramble.Producers and writers look for 7-10 second“sound bites” or quotes. Remember, reporterswill not use everything you say, so if youstumble over your words a little, don’t sweatit! And if you are doing a taped TV or radiointerview, feel free to ask if you can repeatyour answer – they will edit the interview.6. If you don’t know the answer to a reporter’squestion, it is completely okay to tell themthat you don’t know the answer. Sayingsomething like, “I’m sorry, I’m not sure,” isalways better than guessing. If the reporterneeds more information, just tell them you’llget back to them.7. If you are doing a television interview, leanslightly towards the camera. If there is noreporter present, be sure to look straight at thecamera when answering questions, otherwiseyour wandering eyes are distracting to viewers.If you have any questions, just ask the cameraoperator or reporters where to look.Off the Record?Unless you have a trusted relationship with areporter, assume nothing is off the record. Eventhen, reporters will consider a conversation “onthe record” and for use unless it is clear fromthe beginning of the conversation that what yousay is “off the record” and not for use. Be clearabout the ground rules before you talk.Op-eds and Letters to the Editor – Op-eds(opinion pieces) and letters to the editor are agreat way to get your messages out on key issuesand react to news stories and developments in thecommunity related to ATU issues. These should bewritten clearly and concisely. Each newspaper hasATU MOBILIZATION TOOL-KIT15

different guidelines for drafting and submitting opedsand letters to the editor. You should check thenewspaper’s website or call the editorial page. Hereare some basic recommendations:Editorial Board Meetings – Meeting withyour local newspaper’s editorial page is anopportunity to make your argument on akey issue impacting ATU members and thecommunity. It also should be a timely issueas well, which will help to get a meeting scheduled.These meeting can be arranged by calling the editorialpage editor. You should only bring 2-3 people – an ATUleader and rank-and-file members - to these meetingas well as a press kit and other key materials thatsupport your arguments/issue. The most importantpoint to remember to emphasize in an editorialboard meeting is how will this issue impact thepeople in your community.CALENDAR TO GENERATE NEWSMEDIA COVERAGE OF AN EVENTThe following is a sample calendar of key stepsto take in developing, planning and executing aneffective media relations strategy around a mediaevent such as a rally or march. If you need help oradvice in organizing an event feel free to call theInternational office.10 DAYS IN ADVANCE OFYOUR EVENTLine up spokespeople and potential resources forreporters to interview. It might be yourself, as wellas a rank-and-file member whom you’ve preparedand an ally outside the union who supports theunion’s position.Begin thinking about how the event isnewsworthy—if it’s a rally, march, phone bankingor other type of activism, there is likely to be areporter who is interested in the event, or the issuesbehind it.Update you media lists by checking to see who iswriting on our key issues.5 DAYS IN ADVANCEDetermine the best message. What would theheadline be if you wrote it? How would a TV newsanchor describe it?From your perfect message, draft talkingpoints— the headline you’d like, and the key factsand statements that support it.Determine who delivers each part of your message.Practice, and help other participants practice.Draft a news advisory—a paragraph or so withthe “who, what, when and where” and a contactname and number reporters can reach at any time.(See the sample Media Advisory Template).4 DAYS IN ADVANCEPrepare background information for reporters—fact sheets, bios of workers and leaders who willparticipate. These can be added to your media press kit.Prepare a Q&A—the more you repeat yourmessage in different ways and put it in reporters’hands, the more likely it will become a part oftheir reports.Timing Length ContentLetters to editor Day of or after Under 250 words Pithy, personal, movingOp-Eds Send morning, call afternoon Under 700 wordsHook, 3-4 body pars w/1 point apiece, conclusionw/proposed solution or call to actionATU MOBILIZATION TOOL-KIT16

3 DAYS IN ADVANCEConfirm participants.Review your message.2 DAYS IN ADVANCEDistribute the news advisory by email and fax toyour list of reporters.Call each reporter to confirm they received theadvisory and pitch them to come cover your event.THE DAY BEFOREFax and email the news advisory again.Call each reporter again to determine if they willbe attending or reporting on your news.Prepare a news release to distribute the day of yournews. See the sample News Release Template below.DO IT THE MORNING OFCall TV assignment desks and radio news directorsbefore 8 a.m. and ask if they’re covering your news.Fax and email advisory one last time.MEDIA ADVISORYA media advisory is a simple who, what, where,when, and why of a media event. It is briefer than apress release. The point is to give the media contactenough information to be interested in the event,without giving so much detail that they don’t feelthe need to attend it.The format for a media advisory is:• MEDIA ADVISORY FOR [fill in date]• Contact: [fill in contact name and numberwhere contact can always be immediatelyreached]• Main headline: BOLD AND IN ALLCAPITAL LETTERS• One sentence summarizing what is goingto happen.• WHAT: [repeat what will happen]• WHEN: [insert time, day and date]• WHERE: [insert exact location]• WHO: [who is speaking at the event]• [Insert a small amount of background—but don’t provide so much that a reporterwouldn’t have to attend the event to getthe news.]FOLLOW-UPDistribute your news release to those who attendyour event; fax and email it to reporters who arenot there.ATU MOBILIZATION TOOL-KIT17

Sample Media AdvisoryFor Immediate Release[date]Contact: [name][phone number & email]Rally to Save [YOUR CITY} Transit System, [DAY]Coalition Calls on Citizens to Fight for Transit Funding(Rally, TIME, DATE, LOCATION)[CITY] – Protesting the worst cuts in the [TRANSIT SYSTEM NAME] transit system’s history,passengers, workers, and transit advocates will join Amalgamated Transit Union InternationalPresident Larry Hanley, [OTHER NOTED SPEAKER] and other community leaders at a rallyto save transit in [YOUR CITY] on [DATE] at [TIME].Most recently [TRANSIT SYSTEM NAME] has slashed Monday through Friday service,eliminated ALL Saturday service, and increased passenger fares. More cuts are being proposedfor 2013. Those cuts could reduce [TRANSIT SYSTEM NAME] to only peak service hours onlimited routes, or even kill the transit system in [TRANSIT SYSTEM NAME] entirely.The transit coalition is calling on citizens to send the message to our local officials and politiciansthat cutting back bus service is not a sustainable solution.WHAT:WHEN:WHERE:WHO:March & Rally to Save Our Transit System![DATE * TIME][LOCATION]Larry Hanley, International President of the Amalgamated Transit Union[OTHER SPEAKERS – LOCAL UNION PRESIDENT, POLITICANS,WORKERS, TRANSIT ADVOCATES]About the ATUThe Amalgamated Transit Union is the largest labor organization representing transit workers inthe United States and Canada. Founded in 1892, the ATU today is comprised of over 190,000members in 264 local unions spread across 44 states and nine provinces, including 3,000 workersat Greyhound Lines, Inc. Composed of bus drivers, light rail operators, maintenance and clericalpersonnel and other transit and municipal employees, the ATU works to promote transit issuesand fights for the interests of its hard-working members.ATU MOBILIZATION TOOL-KIT18

PRESS RELEASEA press release is a written communicationdirected at members of the news media for the purposeof announcing something newsworthy. It should beclear and concise. The most two important elements ofa press are strong, clever headlines and the news hook –the most important message – in your lead paragraph.Reporters get numerous press releases each day andonly have time to read the headlines and lead. If itdoesn’t catch their attention they ignore the rest of itand delete it.Each press release should contain the following:• FOR IMMEDIATE RELEASE• Contact: [fill in contact name and number wherecontact can always be immediately reached]• Main headline: BOLD AND IN ALLCAPITAL LETTERS• Sub-headline: A Little More Detail in Italicswith First Letters of Words Capitalized.• Insert body of release. This is how you wouldwant the story to be published if you couldwrite it.SAMPLEPRESSRELEASE:Amalgamated Transit UnionAmalgamated Transit Union5025 Wisconsin Ave., N.W., Washington, D.C. 20016-4139202-537-1645 Fax 202-244-17265025 Wisconsin Ave., N.W., Washington, D.C. 20016-4139202-537-1645 Fax 202-244-1726For Immediate Release Contact: [name]November 29, 2011 [phone number]Transit Workers Set to Strike Friday88 Percent Reject Acadian Contract OfferMedia Contact: Glen Carr President/Business Agent,Local 1229 – 506-756-0279Saint John, NB - Passengers may have a tough time traveling on Friday December 2, 2011. That’s when transitworkers in New Brunswick and Prince Edward Island are set to go on Strike. Members of the Amalgamated TransitUnion (ATU) Local 1229 gave their 72-hour notice to Acadian Coach Lines today after voting 88 % to reject thecompany’s recent contract proposal.“We do not want to strike, but Acadian management has left us no other option,” explains Glen Carr, Presidentand Business Agent of ATU Local 1229. “We apologize for the disruption and inconvenience this will create forthose who rely on us for their traveling needs and daily tasks.”ATU Local 1229, which represent mechanics, maintenance, customer service representatives and bus drivers inNew Brunswick and PEI, plan for the Strike to begin Friday morning at 6:30 am.After months of asking for a complete contract, ATU finally received an offer last Friday November 25, 2011, fromAcadian after pressure from the Mediator to do so. ATU Members were briefed on the contract and a secret ballotvote was taken November 27th& 28th 2011. The contract was overwhelming rejected by 88%.“It was an insulting offer that was obviously cobbled together quickly,” Carr continued. “ATU members sent a loudand clear message to Acadian that we want to be treated with respect and fairness.“We appreciate the support of the riders and customers and urge them to contact Acadian Coach Lines to demandthey bargain fairly with ‘Results not Insults’ and settle this dispute,” Carr asserted. “We are willing to sit down withmanagement to reach a Fair Settlement that is good for workers, management and most of all the public.”About the ATUThe Amalgamated Transit Union is the largest labor organization representing transit workers in Canada andthe United States. Founded in 1892, the ATU today is comprised of over 190,000 members in 264 local unionsspread across 44 states and nine provinces, including 3,000 workers at Greyhound Lines, Inc. Composed of busdrivers, light rail operators, maintenance and clerical personnel and other transit and municipal employees, theATU works to promote transit issues and fights for the interests of its hard-working members.Affiliated with American Federation of Labor and Congress of Industrial Organizations and Canadian Labour CongressPRINTED ON UNION PAPERAffiliated with American Federation of Labor and Congress of Industrial Organizations and Canadian Labour CongressPRINTED ON UNION PAPERATU MOBILIZATION TOOL-KIT19

THE ART OF ADVOCACYFor meeting with elected officials, party leaders andother people in positions of power.1. CALL FOR AN APPOINTMENT. Don’t justwalk in and expect to see an elected official.Make an appointment well in advance andspecify what you will be talking about. This letsthe official prepare for the meeting or delegateto the appropriate staff person. Don’t be upsetif you are screened by a staff member first tofind out as much as possible on your subject.Be forthright with the staff and be preparedto put in writing what the purpose of yourmeeting with that official will be.2. BE ORGANIZED. Have an agenda to keepthe meeting from going astray. Remember, theelected officials and their staffers will form anopinion of you, your group and perhaps yourcause. Know your subject, don’t overstate yourcase, and maintain a businesslike manner.3. IF YOU ARE GOING AS A GROUP, KEEPIT SMALL AND HAVE A PRE-MEETING.Always take time to plan your meeting toensure a smooth presentation. Decide who willpresent each topic. Choose a leader to directthe conversation and see that your agenda isfollowed. This is an instance where there is nostrength in numbers.4. ALWAYS BE A GOOD LISTENER. What theelected official will say can provide insight intostrategy for follow-up or suggest who needs tobe included in another meeting. Remember,the official needs to have his or her point ofview understood as much as you do. Beingattentive to his or her concerns and issues doesnot mean you have to agree or compromiseyour position. Leave time for questions.5. BE ON TIME AND DON’T OVERSTAYYOUR ALLOTTED TIME. If an electedofficial asks you to continue, do so. But,remember they run on very tight schedules.If you are well organized, you can cover thecritical aspects of your case in a limited time.6. DON’T BE AFRAID TO ASK FORSOMETHING. Don’t merely ask for“support” – ask for something specific. Don’tleave without asking to whom else you shouldbe talking. Make sure you see them too.7. DON’T BE AWED. Sure, it’s an importantjob, but elected officials are people just likeyou. It’s highly likely they won’t understandyour issue as well as you do – not becausethey’re dumb or don’t care, but because theymust be “generalists” on a wide range of issues.Discuss the issue; don’t lecture.8. LEAVE FACT SHEETS – SHORT ONES.Emphasize the impact of programs orlegislation on the elected official’s constituents.Make sure your facts can be verified; if youquote numbers, be able to back them up. Offerto provide more information as requested.9. NO POLITICIAN IS ABLE TO MAKE ACOMMITMENT ON THE SPOT. The bestyou can do is say “I hope to hear from yousoon.” After you leave the office, go someplaceimmediately and write down what the officialsaid, before you forget.10. REMEMBER TO SAY “THANK YOU”WITH A SMALL NOTE. Always—nomatter how the meeting went—thank the staffmember and/or legislator for the time.ATU MOBILIZATION TOOL-KIT20

Story of Self, Us and Now:A good story is what motivates people toaction. When talking to people outside theunion, including elected officials, it is importantexplain why we hold the values we have (Self),the reasons why collective, purposeful work inthe union is necessary (Us), and what needs tobe done together (Now) to create meaningfullong-term change. Our Story of Self, Us, andNow is our Public Narrative. Our stories explainwho we are as people, why the work we do is soimportant and exactly what needs to be done toimprove the lives of our working families.Potential Topics of a Conversationwith a Candidate• What are your plans for developing thenation’s transit infrastructure in the comingyears? Why do you think investing in ourtransit system is important?• Have you ever used public transit as your mainmeans of getting around?• What do you think a “good job” means to ourmembers? What does it mean to you?• Do you support the fundamental right ofworkers to join together in a union withoutemployer interference?• Do you know any ATU members personally?• What value will our members and our unionadd to your campaign? What role will ATUplay if you are elected?• How have you supported organizing drivesin the past? What will you do to level the playingfield so workers can exercise their right to joina union?• Do you support collective bargaining rightsfor public employees?GETTING GRASSROOTSThe more groups support an issue from a varietyof perspectives, the more strength the ATU has.Sometimes the media or an elected official won’tdeal with an issue that is brought to them by anATU local, yet will work well with another personor organization supporting the ATU’s position.Statements from the ATU may be seen as selfserving.Despite the union’s concern for transitservice and funding, the ATU is often seen asbeing concerned only with job security. Anotherorganization’s concern for the continuation of vitaltransit service may be received more readily.Building coalitions adds strength to the ATU’sposition and puts additional pressure on decisionmakerswho want to respond to their constituencies.If elected officials perceive that their proposed changesin public policy are being opposed only by a fewdisgruntled employees and their union, they willprobably proceed. If, however, they are bombardedwith letters, postcards, petitions, visits, telephone calls,and news articles calling attention to and opposing theirproposals, they may be convinced to change course.Showing constituent power:To show state and local officials that a substantialnumber of their constituents support the ATU’sposition, you and your member mobilizers canorganize:• Letter writing campaigns. Personal letters arealways more effective than form letters• Postcard campaigns• Petitions• Crowd support at hearings, communitymeetings and other public events• Statements of support from otherofficial bodies• Media – letters to the editor, op-ed pieces,press statements, etcATU MOBILIZATION TOOL-KIT21

• Allies. Ask allied groups and political activistsfor intelligence on candidates’ schedules.Many groups plan bird-dogging events andmight have the scoop on an upcoming event• Political parties. Subscribe to party emaillists, which often share upcoming events.• Donors. Review lists of the candidate’sdonors to see if you can find someone whowill be willing to pass on information andinvitations to you.• Media. Find friendly members of the mediato get info from. Some reporters would likeprogressive ideas to be part of the politicaldebate.• Research their social network. Throughin-district activists, online informationsources and past donations, find out wherethe candidate lives, goes to church, has clubmembership, or where their kid goes to schooland what school functions the candidatemight attend. Source: Finding MOC’s whenthey don’t want to be found, usaction.orgProviding route information forElection DayIf your riders are taking public transit to work,school, doctor’s appointments and other dailyactivities, chances are they are going to need totake public transit to the polls as well. Considerpreparing route information for polling stations,and making them available a few months beforeElection Day. This information should be nonpartisan;it should not promote a candidate orparty but simply give voters information on how toreach the polls via public transit. If your employerallows it, pass this information out on the bus. Youcan also get volunteers to hand out flyers in targetneighborhoods and downtown metro areas. Makingan activity like reaching a polling station by buseasier increases the chance that registered voterswill act on that information. It also helps promoteequity in voter turnout.Neighborhood walksNeighborhood walks have long been a key tacticin voter turnout efforts on Election Day. They are alsocrucial in everyday political and organizingefforts because they facilitate the most effectivecommunication— member-to-member and faceto-face.Here’s a checklist for a successful neighborhood walk:1. Target your members. Which constituencieshave the heaviest concentrations of membersand are most efficient to walk? Whichconstituencies also have a high concentrationof undecided voters?2. At least three weeks ahead of time, beginvolunteer recruitment. Recruit every day anduse every communication method availableincluding mail, email, phone calls, andnotices on your Local Union website and inthe Local Union hall.3. Develop walk packets for each volunteer—aroute map, a partner (never send volunteersout alone), names and addresses of membersto be visited, an approximate length of timeit will take to complete the route, and thematerials to be used or distributed.4. Always pair an inexperienced walker with anexperienced walker.5. Include in packets, and review withwalkers, a few bullet points on what kindof conversation to have with members, andremind them to only visit those homes ontheir lists.6. Designate the Local Union hall or othergathering point as an operations centerfor walkers.7. Collect a cell phone number for each pair incase of emergencies or if assistance is needed.8. Collect information after walkers arefinished, including a verbal debrief.ATU MOBILIZATION TOOL-KIT24

9. Let volunteers know that not everyone willbe receptive to their visit. They shouldn’t takeit personally, but be polite and move on.A Sample NeighborhoodWalk ScriptHello, I’m Jane Smith, a fellow ATU member.I’m going door-to-door on behalf of [candidatename]. We work hard every day to keep our citymoving and growing. [Candidate name] respectsand values what we do and will fight for thethings we and our families care about. I want toask you to consider supporting [candidate name].Guidelines for talking to membersabout politics1. Issues come first, candidates andparties second.2. Members want information, not votinginstructions.3. Present information credibly and objectivelyto overcome members’ distrust of politics.4. Downplay partisan rhetoric and stress theunion’s role as an independent voice forworking families.5. Stress that unions should be watchdogs thathold politicians accountable.6. Members want unions to represent theirinterests as workers.7. Union political action should always be“of, by and for” the members.8. Information is key to increasing participation.9. Members are best reached byface-to-face visits.10. We’re more effective when we address theconcerns of specific audiences, instead ofrelying on a “one-size-fits-all” approach.Listen to the issues that your memberscare about.Making Transit an Issue in Racesfor OfficeWhen the issue of privatization started bubblingup in the 2010 Toronto Mayoral race, ATU Local113 responded by coalition-building and a variety ofcreative actions to get public attention on the issue.They reached out to dozens of groups with a stakein reliable public transit—environmental advocates,senior groups, minority rights organizations, studentgroups, social activists, other unions and many more.The Public Transit Coalition (PTC) launched a majormultimedia campaign with a very simple message:privatizing public transit will be a disaster for Toronto.Together, the PTC had the resources set upa website, produce a video and buy advertising.However, the coalition also used some low-cost tacticsto inform the public about each candidate’s plans forToronto’s transit system.The PTC released a report card that gradedcandidates running for Mayor of Toronto on theissue of public transit. Each candidate was sent aten-question survey on a range of transit-relatedissues such as: keeping the TTC public, buildingthe Transit City Light Rail Plan and keeping faresin check through a sustainable operating subsidyfor the TTC from the City and the Province. Thesurvey was sent to all registered candidates, and thePTC repeatedly contacted candidates who had notresponded, encouraging them to fill out the survey.These report cards were used to educate the ridingpublic about each candidate’s stance on transit, andmade transit a hot issue in the race.On the following page: Conservative mayoralcandidate Rob Ford had a hard time responding tothe questionnaire sent out by the PTC. Instead ofanswering question, Mr. Ford’s campaign managerwrote a letter defending his pro-privatization stance—and received a failing grade from the PTC.ATU MOBILIZATION TOOL-KIT25

Mayoral Candidate Report CardStatement from Rob Ford’sTeam on the PTC Survey0 / 10FFrom: Mark TowheyTo: info@publictransitcoalition.caCC: Rob FordDate: Mon, Aug 23, 2010 at 2:04 PMSubject: Reminder: Election Survey - Public TransitDear members of the Public Transit Coalition,Thank you, very much, for your interest in Rob's transit plans. Unfortunately, thestructure of your questionnaire assumes Transit City is the only solution to meetToronto's transit requirements. This is not the case, so we'll provide you with anarrative response rather than trying to shoe-horn Rob's plans into the templateyou've provided.Rob's Balanced Transportation Plan will be published before the end of summerand includes a comprehensive approach to meeting the needs of Toronto'stransit users, cyclists, motorists, commercial vehicle operators, pedestrians andjoggers.Congestion is a major issue facing everyone in Toronto. It contributes topollution, the loss of billions of dollars in productivity and a reduced quality of lifefor all. Unfortunately, Mayor Miller's Transit City plan does nothing to addressthe congestion problem in Toronto. In fact, Transit City will increase congestionand pollution and reduce quality of life for residents forced to use this means ofpublic transit. Putting streetcar tracks down the centre of Toronto's busiestroadways will increase congestion and travel times for all Torontonians.Streetcars are too slow and do nothing to improve access to high quality jobs fortransit users living outside the downtown core. While some Transit Cityadvocates like to call these vehicles "LRT" the reality is, they're just fancierstreetcars.ATU MOBILIZATION TOOL-KIT26

The public transit portion of Rob's Transportation Plan will be affordable,deliverable within five years and based on subways. It will improve transit timesfor users, extending their ability to live in one part of the city and work in another,The and it public will reduce transit traffic portion congestion. of Rob's Transportation Rob's plan is Plan fully funded will be affordable, using adeliverable combination within of public five financing years and from based other on levels subways. of government It will improve and transit private timesfor sector users, funds. extending It will not their require ability an to increase live one in part taxes of or the the city imposition and work of in road another,and tolls. it will reduce traffic congestion. Rob's plan is fully funded using acombination of public financing from other levels of government and privateRob sector will funds. work It with will the not province require an to increase declare the in taxes TTC an or the essential imposition service of road and willnot tolls. privatize the TTC. He will include private sector leaders on the TTC board, inaddition to fiscally-responsible and experienced city councillors.Rob will work with the province to declare the TTC an essential service and willRob not privatize is a strong the champion TTC. He for will transparency include private and sector accountability leaders on in the government. TTC board, He inwill addition bring to this fiscally-responsible quality to the City and of Toronto experienced and would city councillors. support the same at alllevels of government and in all public-sector and arms-length agencies.Rob is a strong champion for transparency and accountability in government. Hewill The bring TTC this must quality also improve to the City its customer of Toronto service and would and support the cleanliness the same of at its allstations levels of and government vehicles. and This in does all public-sector not have and cost arms-length more money agencies. -- all it requires isstrong leadership and accountability from management. Rob will work with TTCThe management TTC must to also ensure improve this is its done. customer service and the cleanliness of itsstations and vehicles. This does not have to cost more money -- all it requires isstrong Yours, leadership and accountability from management. Rob will work with TTCmanagement to ensure this is done.MarkYours,-- MarkMark TowheyDirector, PolicyRob -- Ford for Mayor 2010Mark TowheyDirector, PolicyRob Ford for Mayor 2010Rob Ford PTC Survey Response 2Rob Ford PTC Survey Response 2ATU MOBILIZATION TOOL-KIT27