Essential Job Functions of CSEA Communications Specialist Lynn Miller

• Photojournalist: Takes photos and writes articles under a monthly deadline for CSEA's statewide monthly newspaper, the Workforce, as well as other specialized publications, such as the CSEA Canary, Retiree News, Essentially Women and more.  Writing adheres to Associated Press (AP) Style;

• Event/Project manager: Puts together InfoDay events, helps coordinate union participation in community/charity events or publicity events for campaigns;

• Webmaster: Regularly updates content of Region page on CSEA web site. Helps develop website content/design for local campaigns, as needed;

• Historian: Takes photos at union events to help chronicle a visual record of our history;

• Leadership Advisor/Strategist: Advises union leadership, staff and committees on communication strategies and tactics. Participates in regular Region 'cabinet meetings';

• Trainer: Offers training for officers/activists on newsletters, website, media relations, strategic public relations, effective union communications, and more;

• Spokesperson/Media Relations/Publicist: Fields media inquires and either directs them to proper source or appears as on-camera spokesperson. Develops press releases, plans publicity of events and pitches media to get our messages out;

• Editor: Edits the annual Western Frontier Work Force insert. Assists when needed with editing and publishing of local and unit newsletters and other printed materials;

• Writer: Assists in writing letters to editor, speeches, talking points, and other leadership/member communications. Member, International Labor Communications Association;

• Ad Agency Liaison/Copywriter/Talent Agent: Assists in developing advertising copy and placing ads in cooperation with CSEA's advertising agency. Also assists with in procuring talent for CSEA commercials;

• Communications Department Liaison: Assists leadership/activists in getting services from CSEA Communications Department in Albany, including graphic design, print shop services, statewide marketing initiatives and local partnership, visibility items for public events, and more.

Ways to utilize your CSEA Communications Specialist

• Invite to your workplace for on the job workplace portraits, for use in the SEA Calendar, the Work Force or the Region web site.

• Get coverage of your stories/issues for the CSEA Work Force that you believe have statewide relevance/importance or meet our coverage guidelines*

• Get assistance setting up your CSEA members-only Information Day event**

• Arrange for CSEA's traveling Centennial History Display to visit your public work location

• Get assistance with writing letters to the editor, speeches, talking points, and other leadership/member communications

• Arrange for postcard mailings to your membership

• Obtain CSEA bulletin board materials and flyers

• Get training on how to put together a union newsletter or website

• Get your news or calendar events listed on the Region web page

• Help develop, promote and publicize your union Community Service events

• Work with your LRS, leaders and activists to plan your communications strategy when dealing with an issue-based campaign (contract, privatization, layoffs, budget, etc.)

• Get media coverage of your union event or issue

• Act as spokesperson to reply to media inquiries or as a liaison to put the right people in touch with reporters locally

• Put together flyers or posters to promote your union event

• Assist in getting customized promotional items for your Unit or Local

• Get assistance in developing an e-mail "blast" list for your union campaigns

• Notify immediately of any serious injury/death of any member while working

*See Work Force Guidelines flyer for more information
**See InfoDay Guidebook for more information

You can reach Communications Specialist Lynn Miller at (716) 691-6555, ext. 5212 or e-mail at lynn.miller@cseainc.org

Guidelines for getting your news in THE WORK FORCE

Why don't I ever see anything from my Unit or Local in The Work Force?

It's one of the most commonly asked questions of our Communications Department.   There are two main reasons why news don't get reported in the union newspaper.  First, we often don't hear about it on a timely basis, and second, it often doesn't fit our criteria for publication.  Let's examine these two reasons in greater depth...

Who did you tell about your news?

We can't report on news we don't know about.  Each CSEA Region has a Communications Specialist who covers their area for The Work Force.  Unless they are directly involved with your unit or Local's situation, there's a very good chance they haven't heard what's going on.  As reporters, your Communications Specialists function best when you call them in  advance of your event or newsworthy story, so they can fit you into their schedule and request the printed space from our editorial staff in Albany.

What qualifies my news for The Work Force?

For news or events to be reported in The Work Force, they have to meet our criteria for publication.

First, and foremost, they must have a union angle.  Simply put, what's the union's involvement in the story or event?  That's  a key selling point to making your story newsworthy.  The more hands-on involvement from the rank-and-file members, the better.

Second, who is it interesting to?  To be considered for publication, stories must have relevance to our general readership.  The question to ask yourself is "will anyone outside our area care about this?  Why or why not?"  If your story has statewide significance, relevance or appeal, if it's trend or precedent-setting, different than the run-of-the-mill grievance, or just plain interesting to people, you've got a good chance of getting it printed.  If you believe in it, sell it to your Communications Specialist.  If you can convince him, chances are he can convince our Editors to print your news.  If it only has local significance, then your Local or Unit Newsletter is probably a better place to read about it.

Next, it it timely?  Old news is stale news, and stale news isn't generally newsworthy.   If you can get us advance notice, we can more easily get there and cover your event.  It's harder to get pictures or quotes from participants after the fact.

Finally, what won't make it in?  Flagrant self-promotion, advertising or "grip & grin" handshake shots.  What will?  Members getting involved in the union or their community, headshots and "voice" from rank-and-file members offering their opinions on our issues, and stories and issues that tie into CSEA's agenda across the state.

Got additional questions?  A story idea?  Contact CSEA Communications Specialist Lynn Miller at (866) 568-7734 or lynn.miller@cseainc.org