GOP Strategist Shaping NHL's Message

GOP Strategist Shaping NHL's Message

You're going to hear a lot about "shared sacrifice" from the NHL in the days and weeks to come. That's the word from inside a secret emergency PR focus group, in which a top Republican Party strategist tested pro-ownership messages on a captive audience of hockey fans. One of those fans shared the documents with us, for a sneak preview of the propaganda campaign the NHL will be unloading on the public as the lockout drags on. Here's a look at the bullshit on the menu before the league serves it to you.

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"When I say 'the NHL,' what's the first thing that comes to mind?"

That's how 30 people were greeted as they filed into a comfortable, well-lit room in a nondescript office building in a DC suburb Friday evening. They were there not because they were genuinely eager to give their opinions on the lockout, but because they were being paid—$100 for three hours of their time, three hours' worth of feedback to help the NHL shape its message to get the public back on its side.

As the lockout claimed its first games last week, the NHL hurriedly turned to the experts on shaping public debate: Luntz Global, the multinational market research firm that proudly proclaims, "It's not what you say, it's what they hear."

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