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    How a Blog Held Off the Most Powerful Union in America
    How a Blog Held Off the Most Powerful Union in America
    How a Blog Held Off the Most Powerful Union in America
    Ebook89 pages1 hour

    How a Blog Held Off the Most Powerful Union in America

    By Paul Levy

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    About this ebook

    The decline in private sector unions in America is well documented, but some unions have bucked this trend, most notably the 2.1 million member Service Employees International Union. Its former president liked to say: “We use the power of persuasion first. If it doesn’t work, we try the persuasion of power.” The targets of SEIU’s corporate campaigns find themselves on the defensive and, tied to traditional public responses, are often flummoxed by the intensity and thoroughness of the SEIU’s efforts. There is, however, a new arrow in the quiver that can be used by firms that are being attacked in a corporate campaign. Social media offers an effective remedy, if used early, thoughtfully, and decisively. This book tells the story of one such counter-campaign, a story of how a blog held off the most powerful union in America. With a foreword by Professor David P. Boyd, D'Amore-McKim School of Business, Northeastern University.
    LanguageEnglish
    PublisherBookBaby
    Release dateApr 13, 2014
    ISBN9781467572552
    How a Blog Held Off the Most Powerful Union in America
    Author

    Paul Levy

    Paul Levy is a pioneer in the field of spiritual emergence and a Tibetan Buddhist practitioner for more than 35 years. He is the founder of the Awakening in the Dream Community in Portland, Oregon, and the author of several books, including Dispelling Wetiko. He lives in Portland, Oregon.

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      Book preview

      How a Blog Held Off the Most Powerful Union in America - Paul Levy

      Critical acclaim for

      How a Blog Held Off the Most Powerful Union in America

      This is an exceptional overview of the importance of social media as a means to meet the challenge of a corporate campaign directly and effectively. These campaigns are designed to drive reckless accusations far and wide with the hope of no counter argument. Levy clearly demonstrates that blogs and social media outlets provide the immediacy of a response that can neutralize the bold and often unsubstantiated claims employed by unions during these onslaughts.

      Vin Petrini

      Senior Vice President of Public Affairs

      Yale New Haven Health System

      SEIU is masterful at using the language and imagery of civil rights and social justice to tap the values and emotions of employees, clergy, educators, and elected officials. Discussing the union’s playbook and being able to counter its effectiveness was a notable accomplishment. Levy’s own values and imagery are consistent with liberal tradition, lending his explanations and his arguments particular weight. He established a position of credibility and addressed the issues without legalese.

      His blog created a real-time forum for his hospital’s community. This had the effect of making visible comments by stakeholders that would otherwise have been privately expressed, if at all. This virtual public square buttressed his position and established his viewpoint as legitimate, if not normative.

      Thomas P. Quinn

      Past President & CEO, Community General Hospital, Syracuse, NY

      Just as we have seen Arab Spring erupt from chaos because of the use of new forms of social media, and Ai Weiwei thwart the Chinese government with his use of the internet to spread his freedom message, Paul Levy’s effective use of the blogosphere to frame and advance his side of a union-management conflict illustrates how leaders can use social media effectively in a modern era of health care and business.

      Levy artfully tells the story of getting his hospital’s message out without having a war chest to spend on public relations. His persistent and effective use of social media evened the playing field and allowed him to keep diverse audiences informed and engaged.

      Harris A. Berman, M.D.

      Boston

      What a fascinating story! This is a powerful lesson in winning a battle of perception with the modern tools of transparency and internet speed.

      Roni Zeiger MD

      CEO, Smart Patients

      Paul Levy, an innovative, caring, thoughtful, and strategic hospital CEO, writes convincingly how he used a blog, a low cost vehicle, to help counter a well-financed union corporate campaign that sought a neutrality agreement and card check. The blog communicates effectively with several important audiences – the trustees, the staff, the doctors, the media, the Jewish community, and the general public. This fascinating story deserves to be read, it offers lots of insights and useful lessons.

      Fred K. Foulkes

      Professor of Organizational Behavior

      Boston University

      You have put forth an accurate portrayal of the strategy and tactics of the SEIU playbook, as well as the BIDMC moves to level the playing field under your leadership. Importantly, you have also displayed your keen understanding of the intersection of policy, politics and communications--and the use of social media to navigate those treacherous paths. The rejection of a traditional media strategy was critical to your success.

      As a longtime advocate in the public arena, I know how important it is to frame an issue. The research you did, and the execution of your own game plan, put the union on its heels with its baseless efforts to portray you as anti-union. You were always in front of the issue with the click of a button. You intuitively understood your constituencies and fended off potential adversaries while securing important allies. You epitomized the old adage that everyone is entitled to an opinion, but not your own set of facts.

      Bob Gibbons

      Recently retired long-time senior health care association executive and public servant

      A compelling demonstration of how a thoughtful CEO’s blog can be an effective tool to provide organizational transparency, preserve the democratic process and ensure a level playing field for management and labor.

      Marjorie Arons-Barron, strategic communications consultant, blogger and former editorial director of WCVB-TV, Boston

      Paul Levy shows how an open and honest dialogue using the tools of real-time online communications beats entrenched powers who play by the old rules of command and control. This isn’t mere academic theory, it is a real business case in which Paul shares each twist and turn of the remarkable success of his unlikely David vs. Goliath battle.

      David Meerman Scott, bestselling author of The New Rules of Marketing and PR, now in over 25 languages from Bulgarian to Vietnamese

      Corporate campaigns by unions seek to bypass secret ballot elections that are provided for workers under current law. It was the genius of Paul Levy to capitalize on that anti-democratic deficiency in the union’s approach by shining the full light of exposure on this tactic. Supreme Court Justice Louis Brandeis said that Sunlight is said to be the best of disinfectants and Paul’s use of social media and his blog was just the disinfectant needed to show a curious public that SEIU’s campaign against Beth Israel Deaconess was no public service, but a frequently outrageous effort at self-promotion and union organizing without having to do the actual hard work of persuading employees to vote that a union was truly in the workers’ interest. As the former head of the Illinois Hospital Association I was a front-line participant in spreading our own brand of sunshine over the darkness of SEIU and AFSCME’s unsuccessful campaigns against some of our most dedicated faith based healthcare

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