Abstract
A number of studies have focused on the role of the mass communications media in reporting on aspects of industrial relations, particularly trade union behaviour. However, virtually no attention has been given to attempts by trade unions to gain public support for industrial campaigns by means of advertising campaigns in the press and electronic media. This article examines the national advertising campaign conducted by the Australian Teachers Federation that commenced in May 1980. The rationale for the advertising strategy is considered, along with an assessment in terms of the strategic aims and overall policy objectives. Unfortunately, such an assessment faces a number of difficulties.
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