How We Communicate Matters
AFSCME members are changing minds about public workers.
When San Jose, Calif., AFSCME member Karen McDonough learned that her anti-worker city councilman would debate her at a neighborhood association meeting, she jumped at the opportunity.
Karen McDonough
“The city councilman who represents me and my neighbors is part of an effort to scapegoat public service workers,” says McDonough, an environmental service specialist and secretary of Local 101 (Council 57). “Debating him gave me a chance to rebut his false arguments.”
Because McDonough is a graduate of AFSCME Faces and Voices training, she was in top form. The program teaches workers how to develop their individual stories to help transform the national conversation about public workers.
“That training helped me stay on point” during the debate, she says. “I am a resident, taxpayer, registered voter and a city employee for more than 20 years. I’ve worked hard and contributed to my pension. And now politicians want me to take a 42 percent cut just to keep my pension and retirement health care benefits. This is devastating to working families.”
Facing unprecedented challenges, AFSCME members like McDonough are reaching out in new ways to communicate with co-workers, community members and the media. They’re using their learned skills to speak at rallies, testify at legislative hearings, give press interviews, post Facebook messages and tweet. They’re doing it to support pro-worker candidates, protect pensions, demand collective bargaining rights and fight layoffs.
McDonough helped lead the fight by mobilizing union members and community supporters to knock on doors, talk to church-goers, shoppers and news reporters. Although they lost a ballot measure forcing current city workers to pay even more for their retirement security, AFSCME members in San Jose continue to fight in the courts and in November elections. “What makes the whole experience instructive is the many creative and innovative ways we can get our message out.”
Terri Robinson
Across the country in Ohio, Terri Robinson was stepping out of her comfort zone to communicate with her community members about the dangers of corporate-backed politicians in the state Legislature stripping public service workers of collective bargaining rights.
“We had no choice but to fight back,” recalls Robinson, a social service worker in Lawrence County and president of Local 3319 (Council 8). “But how?” Waving placards at rallies was easy. But speaking before thousands of people was something else. “I had to overcome my fear of public speaking,” she says.
Robinson credits her Faces and Voices training for the confidence and competence she has gained. “I’m a lot more comfortable now talking to reporters and facing TV cameras,” she says.
“The facts are on our side,” she says, “but we must give face to those facts because most politicians just don’t get it.”
Try this at home!
At the Faces and Voices training, AFSCME members worked in small groups to develop and practice powerful messages about the public services we provide. You can join them by doing the same exercise right now.
Describe a moment when you realized the importance of the services you provide to the public. Include details that bring your story to life. Make some notes to guide you and practice telling your story in two minutes or less. (Don’t forget to time yourself!)
A few tips:
-Stories are a powerful way to communicate. We all have lots of them. Pick one that represents the impact of the work you do each day.
-Connect with your audience. Give people a better understanding of why public services matter by describing exactly what you do and how it makes a difference.
-Practice makes perfect. Ask a friend, co-worker or family member to listen to you tell your story and give you feedback about what stood out for them.
-Minutes matter. You may be surprised how little – or how much – can fit in two minutes. You will be a more effective speaker if you make every minute count.
-Try it out. Next time you give a presentation to AFSCME members, allies or others, start with your story.
