For strong unions, communication is the thread that holds everything together. How leaders talk to their members, including where, when, and in what format, shapes not only the flow of information but also the trust and connection between members and their leaders.
But not all communication tools are created equal.
Email, social media, paper flyers, websites, and private apps each have their place. The challenge for union leaders isn’t simply to “stay in touch,” but to choose the right channel for the right situation. And increasingly, unions are realizing that if they want to truly control their message, the tools they choose matter as much as the message itself.
Paper: Tangible, but Can’t Keep Up
There’s a certain power in paper. A flyer posted on the breakroom board or a leaflet handed out at a union hall meeting can’t be deleted or scrolled past. It gives weight and permanence to key issues. But paper has limitations: it’s slow to produce, impossible to update once printed, and it’s unclear how many people saw the flyer.
Printed materials are best reserved for private, sensitive matters that require paper communication for legal purposes. But in the age of fast-moving negotiations and constant corporate pushback, paper alone won’t keep members connected.
Websites: Where Information Sits, Not Where Action Happens
A union website serves as a reliable, public-facing anchor. It’s the place members and the broader community expect to find official information, resources, and updates. Websites are especially valuable for containing evergreen materials—contracts, bylaws, leadership contacts, or upcoming events.
But like social media, websites are public by design. They’re not suited for urgent updates or private organizing details, since anything posted there can be accessed by anyone. On top of that, websites are static and often take considerable effort to keep updated. Not only does leadership have to consistently update the site, but members also have to consistently remember to check it.
Think of your website as the union’s front porch: a welcoming space for the public and prospective members, but not the living room where internal conversations happen.
Social Media: Wide Reach, Little Control
Platforms like Facebook, Instagram, and X (formerly Twitter) are where many members already spend their time. That makes them useful for visibility and narrative shaping. Public posts can highlight union wins, push back against misinformation, and recruit new supporters.
Relying too heavily on social media, however, comes at a cost. Union messages are filtered through algorithms, competing with memes, ads, and corporate-backed narratives. Privacy is nonexistent, and members scrolling through a feed are constantly distracted by unrelated, and often anti-labor, content. All this to add the fact that users’ data is constantly at risk on social media platforms.
When Every Minute Counts, Email Falls Short
Email has long been a default for union communication. It’s effective for sending detailed updates, attaching documents, and keeping a written trail. But emails are easily buried, delayed, or ignored. Spam filters and crowded inboxes mean even the most important union updates might not be seen until it’s too late.
Email should remain in the toolbox, but leaders should use it when the message requires detail, like explaining contract changes, distributing newsletters, or sending notices in advance. It’s reliable for background communication, but rarely the best option for time-sensitive organizing.
Calls and Texts Have Their Perks, But They’re Not Comprehensive
Phone calls and text messages are often seen as the quickest way to reach members. In certain moments, they are. A direct call or urgent text can cut through the noise when fast action is needed, such as during a last-minute rally or an emergency vote. But relying too heavily on these tools creates their own problems. Calls go unanswered, texts get lost in personal message threads, and there’s no central record of who received what or when. What feels immediate can quickly become inconsistent.
Texts and calls are best suited for true one-off emergencies or personal check-ins, rather than for regular communication or organizing at scale. They’re powerful in the moment, but they don’t build a system of communication that strengthens the union over time.
Text messaging can become expensive for unions because costs add up quickly when sending large-scale updates or reminders to thousands of members. When it comes to phone calls, not only can they be time consuming, but larger unions may not have the people power necessary to constantly facilitate phone communication.
Apps Put the Power of Communication Back in Union Hands
This is where apps designed for unions come in. A private communication platform allows leaders to bypass the noise, algorithms, and surveillance of corporate-owned channels.
With an app, union leaders can:
Unlike social media, the union owns the channel. Unlike email, messages won’t get buried. Unlike paper, information can be updated in real time. Apps combine the best aspects of all other tools—direct, immediate, and private—while removing the barriers that weaken communication elsewhere.
Building a Multi-Channel Strategy
The truth is, unions don’t need to abandon email, paper, or social media altogether. Each has a role. But to truly control their message, leaders should think of those tools as supporting players, not the main stage.
Use email for detail, paper for permanence, and social media for visibility. But use private apps as the hub, the central communication space where members know they can always find the most important and up-to-date information.
Unions are strongest when their communication is clear, consistent, and secure. By adopting apps, unions don’t just choose a tool. They choose independence. They take back control of the channel, the message, and ultimately, the power of their voice.
Union Strong can be the support pillar your organization needs. Contact us today to learn more about how we help you amplify your message to your members today.