"Modern workers' organisations, in order to survive successfully in today's society, have to adapt to the new conditions and demands and not lose, in the process, their basic goals. Key to the achievement of this seems to be to recognise that modern workers' unions are, in fact, at least akin to political parties and no longer simple associations of people with common interests. A new, modern union structure needs to be built following the action guidelines and elements of good public relations, which will facilitate the organisation of efficient action initiatives in the context of the new information society and the market conditions that have changed the way of functioning both of companies and of the workforce. New, efficient unions need to have a high PR profile, aided by the establishment on their staffs of appropriately-qualified professionals. In the process, they will create for themselves a prominent presence that will act on two fronts – towards gathering a new membership in addition to a strengthening of their public profile, image and credibility."

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