Organizations with a large membership base face unique challenges. And for unions, tough economic times can make those challenges even sharper.

A large international union, with a strong operation in Alberta, called on LBcommunications to develop a strategy and plan and create a compelling narrative of the current economic realities that members could grasp and get behind. At the time, social media and other media platforms reflected members’ anger and bewilderment at an economy that no longer supported them to the degree they had come to expect.

Union leaders received coaching on why putting their most transparent and authentic selves forward in all interactions with members was the only way to build trust. LBcommunications presented a social media approach to the leadership group that showed how to engage with members and develop deeper, more meaningful conversations.

In a tough situation, outside of its control, the union now had some tools and a communications approach that connects emotion with facts.