[Corporations] Republican Environmental Spin Points

[George Mokray]

You can download 16 pages of Republican pollster (and MSNBC televised 
focus group "leader") Frank Luntz's memo on how to spin the 
environment from http://www.ewg.org/briefings/luntzmemo/:

Environmental Working Group (EWG) recently obtained documents from a 
briefing book compiled by the lobbyists' top public opinion 
researcher.  Frank Luntz is known as the architect of House Speaker 
Newt Gingrich's 1994 "Contract with America," and he has a "who's 
who" corporate lobbyist client list along with a large number of 
conservative politicians.  The attached 16 pages are part of a 
briefing book for lobbyists and Republican politicians on how to spin 
a variety of topics to roll back environmental and public health 
protections while avoiding a public backlash - like the one they 
experienced in 1995-96.

It was Luntz who helped sweep Republicans into power in 1994, and it 
was also Luntz who warned them a year later that they were 
overreaching on the environment:

Republican pollster Frank Luntz, whose work steered much of the 
"Contract" campaign, warned GOP leaders in a memo last July that 62 
percent of American voters - and even 54 percent of Republican voters 
- would prefer to see Congress do more to protect the environment 
rather than cut regulations.

-The Plain Dealer , 10/22/95

Recent news accounts have reported that powerful monied interests are 
preparing multimillion-dollar advertising and public relations 
campaigns to support a renewed effort roll back environmental and 
public health protections.  These efforts will be aimed at providing 
new and effective cover for long-standing influence peddling goals. 
The resulting advertising and PR messages will almost certainly reach 
your readers.  We are providing you with this memo as a reporting 
tool, in case it proves useful to your readers in decoding the 
lobbying spin they will soon see.


Highlights

According to Luntz, when Republicans and lobbyists explain their 
positions "correctly," (p. 136), 70% of the public agrees with them. 
While some parts of the document delve into sophisticated dos and 
don'ts, Luntz begins with advice that adheres to time-tested public 
relations maneuvers:

"convince them of your sincerity and concern" for the environment" (p. 132)

make use of broad, clear principles - promote "common sense" policy 
(p. 131); "people don't understand the technicalities of 
environmental law - but they do understand the benefits of 
conservation of water, land, and open spaces" (p. 135)

unite Americans by emphasizing our shared rights and beliefs:  "we 
all want to move towards a healthier, safer future" (p.131); "we all 
want/deserve clean air/water" (p.134)

Consider the wide swath of voters to whom such broad phrases may 
appeal.  Consider the middle-class, suburban women that both parties 
have sought to court over the past decade; not coincidentally, they 
might be the same voters Karen Hughes had in mind in her debates with 
Vice President Cheney.  If Frum's description above is right, then it 
would seem Luntz has aided his clients wisely with this message 
coaching.

Recent news reports show Luntz's advice is being widely adopted... 
In it, news articles from National Journal (a Washington-based 
magazine covering government), The Washington Post and other news 
outlets show Bush administration officials closely following Luntz's 
advice.