Contents
I. The Opportunity
II. Key Messages
III. Samples
IV. Media Time Line
THE OPPORTUNITY
Each year the Labor in the Pulpits program, cosponsored by Interfaith Worker Justice and the AFL-CIO, provides us with a great opportunity to share our message with the world. It's amazing to see the program grow from just a few cities in 1996 to more than 100 cities last year!
There are several "built in news hooks" for
this program, i.e. trends, dramatic human
interest, calendar theme (Labor Day), and special event themes that
could attract media. This is a great opportunity to raise our issues
to the larger public. The following media action kit provides some
of the necessary tools to get the job done effectively. The main things
are simple:
- Be proactive. Don't wait for reporters to contact you. Call them.
- Use all the tools possible. Media advisories, media releases, letters to the editor, opinion-editorials, and radio interviews are all possible.
- Make sure to stay on message. Be sure and read the "Key Messages" and "Model for Creating Winning Messages" sections.
- Think about visuals. Consider what's appropriate and what visuals express the message of religion and labor working together for economic justice.
- Personalize stories. Human interest gets reporters attention and moves stories well. Look through the following information and see what's doable for your city. There are lots of media outlets we should target: Religious, union, and mainstream publications are all likely audiences.
The first two sections provide tips and tools
to "demystify" the media to people not comfortable communicating
with reporters. The second two sections give
sample writings and an action plan.
KEY MESSAGES
What's a Message For?
Developing a message helps you focus "putting new faith into labor" and emphasizes your key points, i.e. "People of faith must engage in worker justice," big business must follow the "Golden Rule of doing unto others as you would like done unto you." Messages should do several things:
- Communicate the big picture. The news is not just about the current action or report. It is about something much bigger, with more drama, that will impact more people at a timely moment.
- Help you maintain control and direct interview
- Identify:
- a hero (workers, people of faith)
- a villain (industries who ignore workers)
- those affected by the problem
Messages also capture the meaning of your action, i.e. using this Labor Day holiday to be involved in economic justice, engaging in advocacy (hearing and responding to the cries and concerns of workers), taking a political/cultural position (all religions believe in injustice and people of faith are increasing more and more concerned with social equality).
A Model for Creating Winning Messages
There are three key messages to communicate: Identifying the problem, the solution and the action.
- Problem: Big picture, controversy, broad impact
Today, despite a booming economy, many workers and their families are struggling to make ends meet, according to a variety of economic reports. Instead of moving toward a more just society in which everyone benefits from the fruits of their labor – the well-educated, highly skilled professionals and managers are earning high salaries with luxury benefits, while an increasingly large percentages of workers are barely able to care for their families on low-wages and without health care coverage.
- Solution
All religions believe in justice. People of faith and labor members are uniting to ensure that big companies treat people like they want to be treated.
- Action: Task
Highlight a current action, event, or initiative. Labor in the Pulpits provides an opportunity for religious institutions and unions to celebrate our common vision of a more just society. This is more than just a one day event. We will continue to fast, pray, march and otherwise stand with workers until that is the law of the land.
Talking Points
These are suggestions about how to talk to the media. It is important to discipline your message to a few key points. These can be used "as is" or spark ideas for similar ones.
- Tremendous growth
Labor Day program has grown from one city (Chicago) in 1996 to become one of the strongest symbols of the renewed ties between the religious and labor communities. It is a rallying point for economic justice. It's become a common ground meeting place for people of different ages, social and economic backgrounds. Nationwide, people of faith, young and old, students and teachers are fasting, praying, marching, singing and advocating for justice. The local initiative is only one of hundreds of programs and presentations occurring in churches, synagogues and mosques throughout the country.
- Local initiatives
Religious leaders can discuss the value of religious participation in addressing the plight of low-wage workers in particular and the social justice movement in general. Highlight local initiatives by discussing the problems facing workers in your city.
- Dramatic human interest
Is there a worker's story that is most compelling? Is that worker willing to discuss her situation?
- Worker Rights CDs
Nationwide, people of faith are distributing workers' rights CDs to congregations. These CDs are a first of its kind product aimed at educating and empowering workers. The CDs were produced through a joint partnership between the Interfaith Worker Justice and the U.S. Department of Labor.
Media Tips and Tools: Tricks of the Trade
- Never lie to a reporter
- Never wing it.
- Think ahead and know what you want to say before answering reporters' questions.
- Speak in sound bites. You often only have about 10 seconds to talk to reporters.
- Use it wisely. It's actually more time than you think. Here's a good sound bite from 2000:
"A society is measured in biblical terms by how it treats the poor," said Meehan, son of a well to do General Electric executive with homes in Connecticut and Ireland. "You see so much silence from the pulpit about workplace justice. For religious leaders to remain silent is a slap in the face of God."
–Gavan Meehan, Roman Catholic, 2000 Seminary Summer participant, quoted in the Union Labor Report
- Pass the "brother-in-law test." Make sure the average person understands what you are talking about. Few people understand the term, "poultry justice," "environmental racism," or "Catholic Social Teaching. The following quote (sound bite) would pass the test:
"This is a new form of ministry, we believe that the churches should help to give workers a voice against injustice," Camelo said. "I think the Catholic church must be an advocate for the 20 percent to 40 percent of the workers who live below the poverty line even in this time of prosperity."
–Antonio Nilson Camelo, Roman Catholic, 2000 Seminary Summer participant, quoted in the National Catholic Reporter
- Always return a reporters' calls. Don't leave them hanging. You'll lose credibility.
- Meet reporters' deadlines. Find out their deadline and get back with some type of response.
- Personalize stories. Why are you personally involved in Labor in the Pulpits specifically and worker justice in general?
- Don't just answer reporters' questions, respond to reporters questions. Have key messages in your mind before the interview. Use each question the reporters ask as an opportunity to move your message. If the reporter asks, "How old are you?" You can respond, "I'm 26 years old, and like most people my age, I'm concerned about what the economy will be like when I begin to raise children. Will I have a descent job? Will my children?"
Spokesperson Tips
For those not accustomed to talking with media; remember that you have something important to say.
- Build your self-confidence. Appear poised and in command.
- Always appear more reasonable than your opponent.
- Localize the message. If there has been a recent incidence that the media has already touched on, speak to it. You want to ensure that your message is relevant to people in your community.
- Simplify. Don't try to explain everything in one 10 second sound bite, just stick to the most important message.
- Add personal inflection. Explain why you chose to be a religious leader or union organizer or union member or why you personally are committed to economic justice.
- Speak in pithy sound bites for radio and TV in particular. Condense your message into 10 seconds. Don't try to explain everything, just deliver the key point.
Media Ideas Tips
There are a number of creative ways you can draw the media to your Labor in the Pulpits event.
- Will there be important community leaders present at your event? Make sure the media knows it!
- If you are uncomfortable inviting TV cameras to services, invite the cameras to interview key labor and religious leaders in front of the church/synagogue/temple/mosque on Friday, before services.
- Pitch an op-ed to your local paper. An op-ed is a guest editorial that can be cosigned by a local religious and labor leader, explaining why they are teaming up on this important day. (We could help draft one.)
- Pitch a feature story or profile to the Metro editor of your local paper. A feature story will profile one key individual involved with the event, and highlight the importance of the labor/religious partnership on this important day.
- Tell the media about the work that two unlikely partners, a religious leader and a union leader, have accomplished in the past year that would have been impossible for each to try and do alone. What stereotypes have been broken and what keeps the bond strong?
Opinion Editorial (Op-Ed) Tips
- Localize your opinion editorial to reflect the current situation in your community. And be sure to personalize -- let your community know why you are personally committed to this issue. This is your chance to state your point of view clearly.
- Your op-ed should be 500- 800 words.
- Pitch your op-ed to the Editorial Page Editor of your local paper. Make your pitch calls 1- 2 weeks before Labor Day. (See opinion-editorial (underline link here) example.)
Features Tips
Feature coverage can be a great way to highlight the important issues you are tackling because they give the public a glimpse into the lives of the leaders in your efforts.
- You can pitch your story idea to the metro editor, or to a local reporter whom you may have worked with in the past. Do you homework and read past feature articles from the publication to see which reporters cover stories like the one you are pitching.
- Pitch your idea at least two weeks prior to your Labor in the Pulpits events. Because features tend to be longer and more in depth, they require more lead time than a typical news story.
- Don't forget television. This kind of soft news story profiling a "local working hero" might be just the story that TV reporters are looking for on Labor Day.
- Have written information prepared. Journalists will require some basic background information to help them cover your story. This might include:
- Info on the Local Interfaith Committee
- Info on the house of worship hosting the event
- A brief bio of the person you suggest they profile
- Background info or fact sheets on any local labor issues, such as living wage or working conditions on poultry farms.
Sample News Advisory
(print on your letterhead)
For Immediate Release
Contact: Toure Muhammad (773) 728-8400
August 20, 2000
PRAYING, FASTING, AND STANDING WITH WORKERS FOR JUSTICE
Religious leaders invite labor into houses of worship for annual event
WHAT: More than 100 cities will participate in the Labor in the Pulpits program, including (your city or state) where labor union members will speak in religious congregations during Labor Day weekend at various times and places. Presentations will celebrate the ever-growing relationship between religion and labor, commemorate the efforts of past labor leaders and workers, educate people about sweatshops within the borders of the U.S., educate workers' about their rights in the workplace, give life to living wage ordinances throughout the country. There are also a host of other initiatives taking place designed to secure dignity and respect for all of American workers.
WHO: The event is coordinated by the Interfaith Worker Justice, AFL-CIO, and local affiliates of them both. This year more than 700 congregations from various Christian, Jewish and Muslim denominations and groups will participate. IWJ is a network of 60 local groups and people of faith mobilizing the religious community to support worker justice. The AFL-CIO is a federation of 68 national union affiliates committed to building a movement of workers for economic justice.
WHEN: Labor Day weekend 2000, starting Friday, September 1 through Sunday, September 3.
WHERE: Programs are taking place in more than 100 cities.
WHY: This nationwide event is part of a comprehensive effort to renew ties between the religious and labor communities.
Sample News Release
(print on you letterhead)
For Immediate Release
Contacts:
Toure Muhammad (773) 728-8400
Lane Windham (202) 637-3962
August 22, 2000
FAITH AND LABOR UNITED TO PRAY, FAST, AND STRUGGLE FOR JUSTICE
Union Members To Speak To Religious Congregations During Labor Day Weekend
National, September 1-3–More than 650 congregations from various Christian, Jewish and Muslim denominations and groups will hear a special message from a union member during the Labor Day weekend. The event started in Chicago in 1996 with only a few congregations participating.
Today, at least 100 cities will participate in the Labor in the Pulpits program, which is a rallying point for the shared values of the religious and labor communities of dignity, social and economic equity, respect and fair treatment in the workplace.
During presentations, many union members will share how their labor union dedication is an extension of their faith. Religious leaders will reenforce their faith's teachings on social justice. A common theme will be the need to educate people about sweatshops within the borders of the U.S., educate workers' on their rights in the workplace, give life to living wage ordinances throughout the country, and a host of other initiatives designed to secure dignity and respect for all of American workers.
A new partnership initiative between the Interfaith Worker Justice and the Department of Labor is a series of bulletin inserts that help workers understand their rights in the workplace. The inserts are available in several languages and can be found at our website at www.nationalinterfaith.org. A few of the participating cities include: Chicago, Los Angeles, Philadelphia, New York, San Francisco and other Bay area cities, Seattle, and Miami.
"This is much more than a one day event," said Kim Bobo, executive director of the Interfaith Worker Justice. "This day reflects a religion and labor partnership that is dedicated to standing with America's working families and creating a more equitable and just society."
The Labor in the Pulpits is being coordinated by the Interfaith Worker Justice, the AFL-CIO, and local affiliates of them both. Last year more than 100,000 worshipers from 450 various Christian, Jewish and Muslim denominations and groups participated. IWJ is a network of 60 local groups and people of faith mobilizing the religious community to support worker justice. The AFL-CIO is a federation of 68 national union affiliates committed to building a movement of workers for economic justice.
Sample Op-Ed Number One
Religious charities: Underwriting corporate greed?
I serve on the soup kitchen committee at my church and see many families forced to make ends meet by eating at the soup kitchen. Many of those who frequent our soup kitchen work full-time jobs that do not pay livable wages. I hate to admit it, but we are underwriting the costs of employers paying sub-livable wages. Our charity care in clinics and hospitals is underwriting the costs of employers who deny workers family health coverage.
It's sad, but commonly known that despite a booming economy, many American workers and their families are working hard, earning less. Rev. Dr. Martin Luther King Jr. said it best during a March 18, 1968 visit to Memphis to help striking sanitation workers: "It is a crime for people to live in this great nation and receive slave wages."
It does not have to be this way, but unfortunately greedy (and often) outlaw industries refuse to treat workers with dignity and respect. These companies reflect the very sweatshop industries that our government denounces overseas.
Over 50 percent of new jobs created in the country do not pay enough to lift a family of three out of poverty, as reported by the Bureau of Labor Statistics. In 1998, 18.4 percent of the non elderly population was uninsured (43.9 million), compared with 14.8 percent in 1987. Only 65 percent of non elderly Americans are covered by an employment-based health plan, according to the Employee Benefit Research Institute.
An increasingly larger percentage of workers are barely able to care for their families on low-wages and without health care coverage. As Executive Director of the Interfaith Worker Justice with a network of 60 religion/labor coalitions nationwide, I pledge to continue fasting, praying, marching and standing with workers until justice is done.
As people of faith, our voice is important and our message is simple. It's time for these outlaw businesses to stop doing a job on their workers. Treat people as you would like be treated and remember that corporate arms are too short to box with God.
During Labor Day weekend religious leaders are inviting union leaders and members to deliver a message of hope, solidarity and respect. Only one city, Chicago, participated in 1996 and now Labor in the Pulpits has become one of the strongest symbols of the renewed ties between the religious and labor communities. This year, more than 70 cities and hundreds of congregations will host programs celebrating their shared values. It is a rallying point for economic justice.
Nationwide, religion and labor coalitions are challenging sweatshops in U.S. and providing workers' rights information (available on our website) and doing a host of things to support low-wage workers.
As I mentioned, I got involved in this work while helping out at my church's soup kitchen. Don't get me wrong – I'm not saying we should stop our charitable work. I know how many families barely survive by eating at the soup kitchen. Although I sometimes wonder what would happen if all the churches and synagogues and related agencies stopped patching together support systems for workers not being paid living wages and health care benefits, I can't bring myself to suggest closing the soup kitchens and shelters.
I do believe we have to do more to advocate for just wages and health care benefits for all workers. As we celebrate Labor Day with family picnics and community parades, consider ways you can help low-wage workers and advocate for a more just distribution of society's resources. Most of our nation's famous labor leaders were ordinary people who cared about their neighbors. You can help challenge the causes of poverty, and not just the symptoms.
You can pray for low-wage workers, especially farm workers who harvest and process our food, child care workers who nurture our youth, and nursing home workers who care for our sick and elderly family members. Or join the Interfaith Worker Justice, the leading national organization building religious support for low-wage worker struggles, and work with one of its 56 affiliate local alliances around the nation. Join on-line at www.nationalinterfaith.org.
Kim Bobo is the founder and executive director of the Interfaith Worker Justice.
Sample Op-Ed Number Two
Faith Working for Justice
Chicago– This Labor Day weekend, many people will spend time at outings, picnics, and ball games. This Labor Day weekend, speakers will be addressing the sacred link between faith and worker justice at more than 90 Chicago-area congregations through the Labor in the Pulpits program, coordinated by the Chicago Interfaith Committee on Worker Issues and the Chicago Federation of Labor (AFL-CIO). Most of these speakers are members of local unions and people of faith themselves.
Many faith traditions–including the Jewish, Christian, and Muslim traditions–lift up social and economic justice, equality, and the dignity and respect of all people as mandates from God. Fulfilling these mandates extends far beyond our weekend services to our communities and workplaces.
As a future priest, I believe that I am called by God to work alongside the poor and the oppressed in their struggle for daily bread, as well as their long-term struggles for living wages, benefits and respect. As an organizer and an activist, I have witnessed the positive effects that organizing can have in the lives of low-wage workers.
This summer [Summer 2000], the Chicago Interfaith Committee on Worker Issues put together a delegation of Christian and Muslim clergy to support workers at a laundry facility who were trying to organize in order to increase wages, improve their working conditions, and guarantee health benefits for themselves and their families. The clergy delegation met with the owner and manager of the laundry facility, wrote and publicized a report on their visit, and participated in rallies and other campaign activities.
Ultimately, the workers were able to negotiate their first union contract with the owner and management. This contact will improve the lives of more than 100 workers and their families. This victory, though it may seem small, was a step forward in the struggle for worker justice.
Justice on Earth will not be brought about all at once, with one grand rally or organizing drive. It will be brought about step by step. Communities of faith in Chicago participate in this ongoing process by supporting the efforts of local workers to organize; providing living wages and benefits to maintenance and clerical staff in our own congregations; and advocating for a living wage, amnesty for undocumented workers and other pro-worker public policies. These actions help us to fulfill the mandates of our faith and improve the lives of our friends, families, and neighbors.
This Labor Day, let us celebrate the sacred link between faith and work and put our faith to work for justice.
Teresa Mithen, Seminary Summer Organizer for the Interfaith Worker Justice and a Postulant to Holy Orders in the Episcopal Church.
MEDIA TIME LINE
General time line for getting our message through the media to the public.
Week of 7/31–Identify key media. Get the mainstream, religious, union, and alternative press in your city. Write and compile media kits pieces (news alert, fact sheets, brochure, etc.), draft op-ed, letter to editor, and send out media kits via mail. Call Toure at (773) 728-8400 x 24; or toure@iwj.org for media contacts in your city.
Week of 8/6–Complete op-ed and letter to editor. Send out News Advisory to media. Make sure the weekly publications get the information as soon as possible. See if they can run a blurb before hand to help publicize the event for those interested in attending. Send a copy of the news advisory to Toure at (773) 728-8409.
Week of 8/13– Call local and religious print media to request they talk to you about worker justice issues and the upcoming Labor in Pulpit program. Seek out either the local labor or religious reporter. If unfamiliar with either one, call one and let them know you are not sure which one would be interested. If you have any questions, call Toure and he can look up past articles to see which reporter wrote something in previous years. Call TV and radio media seeking to secure on air interviews. Let them know about any local initiatives.
Week of 8/20– Begin calling the op-ed and letters to editor sections of publications for possible placement. Continue efforts from previous week.
Week of 8/27– Make sure media have all needed information. Begin to monitor media for coverage.
Day of 8/31– Send out final news release, monitor media.
Week of 9/3– Monitor media, field any calls, collect any coverage. |
