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Labor Dispute Rattles Credit Union

Situation overview:

A large credit union in Canada was facing rising tension in labor discussions with a local union, heightening the potential for a labor disruption in two of its branch locations. As a major employer in the region, the tension was of concern for stakeholders. The credit union needed a crisis plan for communicating with members and key stakeholders in the event of a strike, though was unable to use media to communicate due to an agreement made in the labor discussions.

PROI member Role:

A  PROI Worldwide Americas Crisis Group partner worked with the credit union to develop a strategy that positioned the organization as confident and committed to a resolution in the labor discussions. The crisis strategy included: 

  • Message development to reinforce the credit union’s dedication to a quick and equitable solution and to communicate to members that their banking needs would be met in the interim;
  • Training for internal and external spokespersons, which included developing talking points and response training for anticipated tough questions;
  • Development of non-media communications materials for reaching members, including direct mail, web notices, phone system recordings and branch signage; and
  • Preparations for an escalated dispute, including social media monitoring assignments, a prepared press release, booked advertising space and prepared ads, and prepared social media posts using key messages.

Results:

When initial talks were unsuccessful, the labor union turned to the media requiring the credit union to fully activate its crisis plan. Since communications were already prepared for all scenarios, the credit union was able to focus on presenting an image of confidence to stakeholders and media. The limited media coverage of the situation positioned the credit union in neutral light, included its key messages and highlighted its commitment to maintaining banking services for members should a strike occur. Eventually an agreement was reached, a strike was averted and banking service remained uninterrupted for credit union members.