Trade Union Advertising Campaigns: A Case Study

Abstract

A number of studies have focused on the role of the mass communications media in reporting on aspects of industrial relations, particularly trade union behaviour. However , virtually no attention has been given to attempts by trade unions to gain public support for industrial campaigns by means of advertising campaigns in the press and electronic media. This article examines the national advertising campaign conducted by the Australian Teachers Federation that commenced in May 1980. The rationale for the advertising strategy is considered, along with an assessment in terms of the strategic aims and overall policy objectives. Unfortunately, such an assessment faces a number of difficulties.During the course of an industrial dispute, social attitudes can act as an external force applying pressure on the parties involved. Tactics and stances adopted by the parties, and even the eventual outcome of the dispute, may be affected by public opinion. Traditionally, trade unions have received a notable lack of public support for industrial campaigns they have undertaken. On many occasions, particularly when industrial action forms part of the campaign strategy, trade unions have had to contend with public hostility. Although a number of factors might explain such attitudes, the influence of the mass communications media (press, television and radio) has featured prominently in the explanations given by many unionists.The role of the mass communications media in reporting on Australian industrial relations has become an issue of recent attention and research! Among other aspects, concern has focused on media bias and sensationalism, reporting the effects of industrial disputes rather than their causes, the accuracy of the reporting and the extent to which the media are able to shape public perceptions of industrial relations and trade unions.

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