SMART Local Union Messaging Toolkit

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Toolkit Sections

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1. Rebuild Trust with Straight Talk

Member Insight: “We’re not looking for slogans. We’re looking for proof.”

Messaging Practices:

  • Acknowledge tensions: “Some of you feel unheard. That’s not who we are—and we’re going to prove it.”
  • Share real wins: EAP access, childcare support, maternity pilot, local wins.
  • Avoid fluff. Use language that respects working-class realities.

2. Leadership as Fighters

Member Insight: “They only talk to us when they need something.”

Messaging Practices:

  • Share unscripted video messages and field reports.
  • Use emotional stories and real-world examples.

3. Elevating Member Voices

Member Insight: “Our voices matter more than CEOs. Why don’t we use them?”

Messaging Practices:

  • Monthly series:
    • What This Job Means to Me
    • How My Union Showed Up
    • I Almost Left Until…
  • Recruit diverse member contributors across crafts and locations.
  • Use names, faces, quotes—not stock language.

4. Political Messaging that Connects

Member Insight: “I vote my job. Not a party.”

Messaging Practices:

  • “With and Against” framing: support policies, not just parties.
  • Short-form, issue-first content: wage theft, safety, crew size.
  • Transparent endorsement explainer pages.

5. Adapting to a Shifting Base

Member Insight: “I trust the union, not the politicians.”

Messaging Practices:

  • Expand youth outreach via Instagram/TikTok content.
  • Target job site-level issues for younger, more conservative audiences.
  • Avoid culture war narratives; stick to pocketbook impacts.

6. Framing Upcoming Fights

Frame legislative threats as job-site threats

Issues to Track:

  • Right to Work expansion
  • Two-Person Crew elimination
  • FRA/OSHA/RRB funding cuts
  • Automation pilot programs
  • Anti-strike legislation

7. Implementation Tools

Monthly Action Plan:

  • 1 Story/Month: Local member feature
  • 1 Field Visit/Quarter: Local leadership listening session
  • 1 Issue Campaign/Quarter: Framed around local stakes

Questions? Need support?

Contact the SMART Communications Department at communications@smart-union.org
Or reach out to your regional comms liaison.