Jeff Crosby, IUE-CWA Local 201, Talks About His Small Press Victory

We got covered becuase it is part of a continuing effort to get covered.  The Item is small, still family owned paper. Only a few reporters, most of whom we know and who are part of the Newspaper Guild, write the whole thing.  They are represented in our labor council.
The main way we get coverage is to first of all, do something that is newsworthy.  Second, recognize that the writers are overworked and make their jobs easier.  In this case Tony Dunn wrote a story and sent it to a reporter we know, who interviewed Tony and some others and wrote his own story. Tony has permanent responsibility for media coverage for our Labor Council, both for our activities and to help local unions get coverage.  The Item reporter is going to write a second story about the aquaponics project. 
The Item is a small paper, and of course the same thing would not work for the Globe.  Getting covered there is a whole different world.  But here in Lynn, and perhaps in other small towns, people read the local daily as much as anything, so it suits our purpose.

So, as we can see here, the North Shore Labor Council has some semblence of a communication strategy here. They know the reporters and actively sought to get it covered.

"So what," you say? "This is just a small article in a small newspaper," you say?

Well, first of all, labor needs every possible toehold it can win. We need to be working at both the national level and local level. I think it's a big mistake to not have a strategy in place for getting local press coverage. Unions can have a lot of influence there and that influence can bubble up and have a larger influence. A reporter from the Globe or even the New York Times might find this story very interesting and decide to pick it up.

Second of all, if all the labor councils took the simple steps the North Shore Labor Council took here to get coverage, we'd have an awesome force for beginning to change how people perceive labor unions across they country. We always tend to focus on what's being said on MSNBC or the New York Times, but we often forget about what our unions can do at the local press level if we really buckled down and got our shit together.