Trade Unions Should R.A.C.E. to Survive in the Current Communications Climate
Keywords:public relations, labour studies, labour unions, trade unions, crisis communications,
This commentary examines the impact of social media campaigning on crisis communications in the labour movement. Labour crises usually take the form of strikes. This commentary examines upon two cases: (i) McMaster University vs. Service Employees International Union; and (ii) Brazilian Vale vs. United Steel Workers of America Local 6500. Being unable to effectively communicate with various publics represents a large problem for union survival. This commentary proposes that executing effective strategic communications will enable trade unions to better create a dialogue between the leadership and all stakeholders while creating and maintaining relationships with members, the media, and communities.
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