Strategies and Policies
It is clear that there is a growing belief amongst trade unionists that the media, and newspapers especially, are biased against them. In response, some unions have developed publicity departments, with the intention of countering the problem. There are two strategies employed in this area. One has been to develop and maintain public relations contacts with the media institutions to improve the unions’ image and better the chances of getting its case across. A central priority of this strategy, then, is the improvement of personal communications with individual journalists and the extensive use of press releases. Such links with the media are obviously important. However, the strategy is rather one-sided in that it identifies the problem as being the lack of available detailed information, and the inadequate presentation of the ‘facts of the case’ by the unions themselves.
KeywordsTrade Union Public Relation News Production Central Priority Trade Union Activity
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