Framing the Fight: Media Savvy Bolsters Corporate Campaigns

Abstract

[Excerpt] Marc Rich was a marked man. His face smirked from thousands of wanted posters plastered across the country, hung up in union halls from Scranton, Pa. to Sacramento, Ca. The poster even found its way to Switzerland where Rich resided. Rich was a man marked by the United Steelworkers of America in its battle with the Ravenswood Aluminum Company of West Virginia. The Steelworkers' corporate campaign to save the workers at "Fort RAC" included a media strategy with all the right moves.