In a high-profile collective bargaining situation, it’s not at all unusual for both unions and employers to try to sway public opinion in their favour. And the current bargaining dispute between the British Columbia Teachers’ Federation (BCTF) and the British Columbia provincial government is no exception. The dispute – which has now escalated into a full-out strike – has been full of seemingly back-to-back press conferences by each side, and extensive use of social media to spread each side’s messages. However, on Friday, June 20, the government took its public relations campaign to a new level by buying a full-page ad on the front page of Vancouver’s 24 Hours newspaper.
I want to take a closer look at this ad – not only because it appeared in one of Vancouver’s highest-circulation daily newspapers the day after BC Education Minister Peter Fassbender stated “it is not my intent to bargain in the media” – but also because its content includes