The UAW has hired PR firm BerlinRosen to explain the intricacies of the new tentative contract agreement with Fiat-Chrysler Automobiles to UAW employees, The Detroit Free Press reports. BerlinRosen has helped the workers union craft Facebook posts detailing the tentative deal this week after UAW members overwhelmingly voted against an initial proposal last month.
Following the rejection of the deal, UAW President Dennis Williams posted on the union’s official Facebook page that they would be more transparent and improve its communication with workers. The BerlinRosen partnership, which was confirmed by UAW spokesman Brian Rothenberg, is the result of the UAW’s new communications strategy.
“We heard from UAW FCA members that they wanted the union to provide regular updates and detailed information about the tentative agreement, and we are responding by increasing our communications with members, especially on social media,” Rothenberg said. “The UAW has a long relationship with experts like BerlinRosen, and to best serve our members, we are engaged to make sure we get important information to members.”
BerlinRosen was likely chosen due to its past experience with labor unions. The firm has formerly worked with the UAW and has also helped with the communicatiosn strategies of the Service Employees International Union and the Communications Workers of America, among others.