Trade unions improve their public relations expertise

Industrial disputes over the summer of 1997 have highlighted the success of UK trade unions in the growing public relations war.

One interesting aspect of some recent industrial disputes over summer 1997 (UK9708153F) to have received comment is the relative success trade unions have had in the public relations battle that appears to accompany industrial action in recent times. In the recent British Airways cabin crew dispute, one close adviser to the company has been quoted as admitting: "The union ran rings round us." In particular, journalists found it much easier to get answers to their questions from trade union representatives, who therefore tended to exercise greater influence than the management over the emerging agenda.

Three reasons suggests themselves. The first, and most basic, is that industrial relations are the business of unions, whereas for management they are only likely to be one of a number of considerations. In the case of British Airways, for example, it was arguably not altogether clear who was in charge, except for the chief executive who was not always available.

The second is that trade unions have become much more sophisticated in public relations matters. An important factor causing unions to sharpen up their communication skills is reckoned to be the Conservative Government's legislation on ballot ing; the need to conduct elections over the payment of subscriptions (UK9707148N) as well as the election of officials and the taking of industrial action. This led to the appointment of a number of younger officials, often graduates, to key posts in major unions such as theGeneral, Municipal and Boilermakers' Union and the Transport and General Workers Union. Another key factor has been the example set by the Trades Union Congress (TUC). Hardly a week goes by when there is not a press release from the TUC commenting on some development in industrial relations.

A third consideration appears to be the general climate. Trade unions, it seems, have rarely been more popular than they are today. Far from being seen as the "greedy barons" of the 1960s and 1970s, they are now mostly associated with the protecting the underdog. The fact that, in most recent disputes, it has been management proposals for change, rather than trade unions demands, which have been seen to be the cause of the problem has almost certainly helped. In a number of cases, management has opened itself to the charge of adopting "bullying" tactics.