Developing an Effective Protest Campaign

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Developing an Effective Protest Campaign
By Ray Hair
Member, AFM International Executive
Board and President, Dallas Worth Professional
Musicians Association
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Defining Achievable Objectives
Q What does the protest ask for?
A Live orchestra instead of canned music

• Ask for more than you expect to receive with the
  hope of obtaining a minimum acceptable outcome.

• Do not define campaign success or failure in
  relation to objectives need not be directly
  linked to achieving minimum result. Other
  favorable results

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Defining Achievable Objectives

• Increased visibility of Local

• Greater degree of respect for profession

• Subsequent campaigns taken seriously

• Failure need not be limited to achieving
  objectives bigger failure is failing to
  campaign. Sends message that musicians will not
  defend their interests.

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Defining Achievable Objectives
Q What is the minimum acceptable result?
A Awareness that tape replaced Orchestra

• Media publicity and press releases DMN Video

• Leafleting

• Informational
• Picketing

• Rodent
• Infestation

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Defining Achievable Objectives
Q What is the desired outcome?
A Problems for the ballet company
loss of artistic and institutional
credibility.

• Real Outcomes Unfavorable publicity for ballet
  company - Front page story in Dallas Morning News
  and bad performance reviews.

Because of the taped music, there were several
awkward moments when the wrong music was played
February 20, 2009, Swan Lake review, Dallas
Morning News
It was really a shame to have seen Swan Lake set
to recorded music. To have heard the orchestra
play Tchaikovskys glorious music would have
added presence and energy February 21, 2009,
Fort Worth Star-Telegram
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Defining Achievable Objectives

• Loss of patron support

To refuse to use musicians is a slap in the face
to all who support the cultural progress of the
arts. What if it were reversed The audience
would watch a video recording on a screen of the
ballet performers accompanied by a live
orchestra. Think of the outrage and laughter that
would result if that scenario were to unfold
before a live audience. February 24, 2009,
Chris Larson, Fort Worth, Texas
We certainly should promote the concept of
filming the popular ballets for showing on a big
screen on stage to match the recording of the
orchestral accompaniment. The missteps and
uncoordinated entrances during Swan Lake could be
eliminated by redoing the segments while
filming. February 23, 2009, Dr. Gene Emahiser,
Powell, Texas
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Involving the Membership

• Press releases and Interviews WFAA-TV

• Post campaign information on Union website

• Newsletter articles

• Meetings with members

• Involve Committee Chairs of organized units

• Create momentum

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Create a Media Campaign

• Make lists of all media contacts

All local and national newspapers National
press agencies Television News outlets Radio
News Outlets Include news directors and arts
correspondents Relevant press and internet sites

• Write clear, strong press releases

Who, what, where, when, why Email and/or fax
releases to media contacts Phone follow up with
contacts Create momentum
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Create a Strong Leaflet

• Sharp, clear and to the point.

• Graphic visual cues

• Contains key arguments

• Include verifiable facts

• Enough detail, but not too much.

Canned Cleopatra Leaflet
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Prepare a backgrounder

• Reserve document for distribution at
  demonstration

• Post it on website day of protest

• Contains supporting documentation

• May contain info for use against company
  rebuttal

Canned Cleopatra Backgrounder
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Create Effective Signage
14 X 22 plastic board
Cover boards with poster paper
Hand paint colorful slogans
Wear signs around neck hands free for
leafleting
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Contact Press After Protest

• Send morning after press release to media

• Post online for members and friends to view

• Forward it to all contacts

• Post links to all press coverage online

Protest Crippled Canned Cleopatra