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Campaigning - Get your message across
Think about who your target audience is and what you want
to communicate. Communications may be ‘internal’
ie within UNISON (either the branch, Scotland, or at UK level)
or ‘external’ ie outside UNISON (eg the employers,
local or national media, trades councils, other trade unions,
etc), or both.
You may want to think about using some of the following methods:
- Press releases, to tell the media about specific events in
your campaign or a compelling story in your branch. Don’t
forget that journalists are interested in anything that will
make a story, Think, what does it mean to their readers/listeners?
Personalise your story.
- Briefing meetings for activists and members. Only when you
have something to say, or you want feedback from them.
What about a guest speaker?
- Could you create any photo opportunities to attract the attention
of the press and public but also to provide your branch with
stock photographs to be used in your publicity?
Other ideas: Circulars, email, notice boards, word of mouth,
workplace meetings, pre-printed envelopes, social events, posters,
What do you want to communicate?
- The aims of your campaign
- Back up information which can fill gaps
- Key dates in the campaign timetable
- Who is responsible for what
- How the campaign aids recruitment and retention
- Messages of support from outside the branch
- Appeals for financial support
Importance of recruitment
No UNISON campaign can neglect the importance of recruitment and
retention of members. Running a well-planned and high profile
campaign demonstrates that UNISON is worth joining. UNISON campaigns
should show members that their concerns are being addressed and
hence retention. Recruitment opportunities need to be identified
in your planning and picked up as they arise.
See our recruitment page for more information
The importance or reviewing cannot be overstressed. There’s
no point reinventing the wheel, so ensure that you learn from
your and other’s experiences. At each stage your plan needs
to be examined and the activities reviewed. Think about how you
might review activities. For example, did you run a stall but
nobody turned up? Where was it? When was it staffed?
And don’t forget that successes need to be shared. Don’t
assume that you were the last to think of an idea. Report it to
the Branch, the Local Government Committee and the Communications
and Campaigns Committee. And don’t forget to tell Scotland
in UNISON, the magazine for activists, and the UNISON Scotland
website – email@example.com
Page updated: 5 February 2010
| Press Releases | Scotland