When things don’t go your way in politics, spin it differently. Frank Luntz, a Republican consultant and Fox news commentator gave Republicans the following guidance when dealing with the fallout from the Occupy movement:

1. Don’t say ‘capitalism.’

“I’m trying to get that word removed and  we’re replacing it with either ‘economic freedom’ or ‘free market,’ ” Luntz said. “The  public . . . still prefers capitalism to socialism, but they think  capitalism is immoral. And if we’re seen as defenders of quote, Wall  Street, end quote, we’ve got a problem.”

2. Don’t say that the government ‘taxes the rich.’ Instead, tell them that the government ‘takes from the rich.’

“If you talk about raising taxes on the rich,” the public responds favorably, Luntz cautioned. But  “if you talk about government taking the money from hardworking Americans, the public says no. Taxing, the public will say yes.”

3. Republicans should forget about winning the battle over the ‘middle class.’ Call them ‘hardworking taxpayers.’

“They cannot win if the fight is on hardworking taxpayers. We can say we defend the ‘middle class’ and the public will say, I’m not sure about that. But defending ‘hardworking taxpayers’ and Republicans have the advantage.”


4. Don’t talk about ‘jobs.’ Talk about ‘careers.’

“Everyone in this room talks about ‘jobs,’” Luntz said. “Watch this.”

He then asked everyone to raise their hand if they want a “job.” Few hands went up. Then he asked who wants a “career.” Almost every hand was raised.

“So why are we talking about jobs?”

5. Don’t say ‘government spending.’ Call it ‘waste.’

“It’s not about ‘government spending.’ It’s about ‘waste.’ That’s what makes people angry.”

6. Don’t ever say you’re willing to ‘compromise.’

“If you talk about ‘compromise,’ they’ll say you’re selling out. Your  side doesn’t want you to ‘compromise.’ What you use in that to replace  it with is ‘cooperation.’ It means the same thing. But cooperation means  you stick to your principles but still get the job done. Compromise  says that you’re selling out those principles.”

7. The three most important words you can say to an Occupier: ‘I get it.’

“First off, here are three words for you all: ‘I get it.’ . . . ‘I get that you’re angry. I get that you’ve seen inequality. I get that  you want to fix the system.”

Then, he instructed, offer Republican solutions to the problem.

8. Out: ‘Entrepreneur.’ In: ‘Job creator.’

Use the phrases “small business owners” and “job creators” instead of “entrepreneurs” and “innovators.”

9. Don’t ever ask anyone to ‘sacrifice.’

“There isn’t an American today in November of 2011 who doesn’t think  they’ve already sacrificed. If you tell them you want them to  ‘sacrifice,’ they’re going to be be pretty angry at you. You talk about  how ‘we’re all in this together.’ We either succeed together or we fail  together.”

10. Always blame Washington.

Tell them, “You shouldn’t be occupying  Wall Street, you should be occupying  Washington. You should occupy the  White House because it’s the policies  over the past few years that have  created this problem.”


Don’t say ‘bonus!’

Luntz advised that if they give their employees an income boost during the holiday season, they should never refer to it as a “bonus.”

“If you give out a bonus at a time of financial hardship, you’re going to make people angry. It’s ‘pay for performance.’”

Thanks to Minyanville for the foregoing.

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