Challenge
When Local 369 of the Utility Workers Union of America began its contract negotiations with NSTAR, the predominant electricity and gas provider in Eastern Massachusetts, it was confronted by a very well-funded adversary determined to strip decades of worker protections from the union contract, do away with affordable healthcare premiums and reduce or eliminate medical benefits and pensions for retirees. Safety was also a primary concern – both for workers and the public at large. Local 369 sought to increase preventative maintenance, the lack of which had been cited as the cause of several accidents, threatening public safety and the stability of Massachusetts’ electrical infrastructure. Company executives refused to negotiate and signaled they were prepared to keep workers out on strike indefinitely. Local 369 decided to strike; within eight hours, NSTAR cut healthcare coverage to union members.

NSTAR had considerable resources at its disposal to disseminate its message to the media and community. Local 369 found it was unable to handle the public relations onslaught on its own. Time was short for the union as strike funds were quickly being depleted. Workers and their families were immediately without health coverage. Managers and replacement workers began working around the clock to maintain operations. Local 369 turned to O’Neill and Associates for integrated public affairs services to support their efforts. The ultimate goal was to force NSTAR management into good faith negotiations and produce a quick settlement that preserved the safety and benefits of current and retired workers before the union depleted available strike resources.

Solution
O’Neill and Associates developed a customized campaign for Local 369 that integrated government relations, public relations and community relations services. O’Neill and Associates worked to coordinate the efforts of labor leaders and government officials around the state and create a coalition in support of Local 369’s position. This included working with the Massachusetts congressional delegation to pass an urgent resolution in support of Local 369.

O’Neill and Associates organized community rallies and key pickets which earned media coverage on local and regional television, radio news stations and print media across the state, amplifying the union’s concerns. O’Neill and Associates’ public relations and community relations professionals directed media attention to NSTAR’s policy regarding the healthcare of striking workers and the company’s attacks on the benefits of current and retired workers. O’Neill and Associates brought concerns over public and worker safety to the forefront of the debate and shined a spotlight on the humanity of striking workers and the seemingly vindictive acts of management. O’Neill and Associates succeeded in reframing the debate, controlling the message from the beginning and allowing Local 369 to maintain momentum throughout the strike period. Company officials later confided in local reporters that the union’s coordinated media efforts had the company “back on its heels” from the very beginning.

Results
O’Neill and Associates’ ability to provide comprehensive services – government relations on the local, state and federal levels as well targeted media relations and community relations – gave Local 369 a distinct advantage. The strike of Local 369 posed serious problems, not only for the workers who were now without medical coverage, but to NSTAR customers. Despite the arrival of a Nor’easter storm, causing widespread outages throughout the region, the public did not waver in its support of striking workers. After just two weeks of striking, Local 369 brokered a favorable settlement with NSTAR. One hundred and fifty new workers were hired to help to maintain the failing system, and the pension and health benefits of current and retired workers and their families were preserved. “We prepared very well,” commented Gary Sullivan, president of Utility Workers Union of America Local 369, after the strike resolution. “I'm not sure [management] knew we were as prepared as we were.” Later, Sullivan thanked CEO Thomas P. O’Neill III, noting, “The professionalism displayed by everyone at O’Neill and Associates was quite impressive…. I congratulate you on establishing and operating an organization that is run with such class and ethics.”

O’Neill and Associates was honored with a Bell Ringer Award from the Publicity Club of New England for its work on this project.

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