Consider this:
Unions are known for taking their contract differences with management to the media. Their goal is to build empathy for their case and generate pressure on management from beyond the negotiating table to settle on a deal as favorable as possible to workers. So, why doesn’t management do the same? Typically management will either say nothing at all, or issue generic press releases that say nothing, while the union is fanning emotions.
Indeed, management can even out flank labor by getting to the media first and begin building a case. Management needs to think beyond its work site and consider who else has a stake in the final contract. Frequently, that includes the workers’ families. Why shouldn’t they hear the employer’s side of the story? If management has a strong position, or has made a reasonable and fair offer, perhaps some pressure could be applied at home (literally) to get an agreement.