NHL Owners Bring in Frank Luntz to Help with Public Perception of Lockout

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Two days ago, Deadspin published a hugely important piece of investigative journalism on the NHL lockout. It seems that NHL owners are turning to a consultant named Frank Luntz, who is famed for framing messaging for the Republican Party. For instance, Luntz helped the GOP re-frame the estate tax, which only affects the wealthiest families, as the “death tax,” which implies that it affects everyone equally.

Anyway, Luntz’s firm invited 100 NHL fans in the DC area to discuss their feelings on the NHL lockout. The result? The NHL now has a better sense of how to spin the NHL Players Association as the villains in the lockout, or at least how to frame it as “shared sacrifice” by the two sides, rather than an owner-imposed lockout.

The whole thing is well worth a read. Do so here: Inside A Secret NHL Focus Group: How A Top GOP Strategist Is Helping Hockey Owners Craft Their Lockout Propaganda.

It’s clear that the NHL will go to any lengths to justify their lockout. Perhaps they should spend more time getting a deal done.

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