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Profile: Frank Luntz
Frank Luntz was a participant or observer in the following events:
Leading Republican consultant Frank Luntz issues a briefing book for GOP congressional candidates recommending what they should say when discussing issues that are important to the American public. The environment section of the report includes 16 pages of tips on how to discuss global warming and other sensitive issues. In general, Luntz says, candidates need to shy away from making economic arguments, since the party is perceived to be so close to business, and instead portray the party’s platform as being for a “safer,” “cleaner,” and “healthier” environment. Furthermore, candidates must convince their constituents of their “sincerity and concern,” Luntz argues, suggesting that once this has been achieved “the conservative, free market approach to the environment actually has the potential to become quite popular.” [Luntz, 2002 ]
Arsenic in the water - Luntz says that the “Bush administration’s suspension of Clinton’s last-minute executive order toughening the federal standard for arsenic in drinking water” was the president’s “biggest public relations misfire.” The “Democrats’ message came through loud and clear: Bush and the Republicans put business interests above public health,” he notes. He says the Republicans should have responded to the debacle with statements asserting the party’s dedication “to the continued improvement of our nation’s water supply, and to ensuring that Americans have the best quality water available.” Secondly, they should have argued that “sound science” does not support the notion that reducing arsenic by the amount specified in the order was in fact necessary. Finally, the question should have been raised as to why Clinton waited until the final moments of his presidency to issue this order. [Luntz, 2002 ]
Global Warming - On the issue of global warming, Luntz says: “The scientific debate is closing [against us] but not yet closed. There is still a window of opportunity to challenge the science. Voters believe that there is no consensus about global warming within the scientific community. Should the public come to believe that the scientific issues are settled, their views about global warming will change accordingly. Therefore, you need to continue to make the lack of scientific certainty a primary issue in the debate.” The section is peppered with boxes titled, “Language That Works,” suggesting carefully crafted phrases to convey key points that Luntz says Republicans must get across to their constituents. Luntz says that Republicans must stress that “the scientific debate remains open” and that rushing to conclusions about global warming would harm America. It must be stressed that ratifying the Kyoto protocol would “handcuff” the US and require “unnecessary” regulations that would “hurt moms and dads, grandmas and grandpas.” Furthermore, according to Luntz, it should be made clear that additional regulations would make “American life less safe” by requiring “major lifestyle changes.” Luntz also recommends that GOP politicians avoid using the phrase “global warming,” opting instead for “climate change,” which he notes sounds “less frightening.” [Luntz, 2002 ; Guardian, 3/4/2003]
Impact - Not all Republicans agree with Luntz’s advice, Republican Mike Castle says the report fails to address the fact that pollution is a health threat. “If I tried to follow these talking points at a town hall meeting with my constituents, I’d be booed,” he says. Vermont Senator Jim Jeffords, who abandoned the Republican Party in 2001, says the briefing book aims to deceive voters. But others seemingly adopt Luntz’s strategy. [Guardian, 4/4/2003] The Observer will later note that in 2002, Bush’s use of the phrase “global warming” decreases to almost nothing. [Guardian, 3/4/2003] And the Environmental Working Group, which first discloses the memo, finds numerous instances where Bush officials appear to be using Luntz’s recommended language. [Environmental Working Group, 2002]
John Kasich, stumping for governor in 2010. [Source: CleveScene (.com)]Fox News contributor John Kasich (R-OH), a former US representative and a current managing partner of the financial firm Lehman Brothers, announces that he intends to challenge Governor Ted Strickland (D-OH) in the 2010 midterm elections. Basic journalist ethics require Fox News to terminate its contract with Kasich and treat him as a candidate for office in future broadcasts. Instead, Kasich remains a Fox News employee until June 1, 2009, when he formally launches his bid for governor of Ohio. He regularly promotes his candidacy on Fox broadcasts, most often on the highly rated O’Reilly Factor, where he is a frequent guest and sometime guest host. Fox News commentators frequently laud Kasich; on June 17, 2008, Republican political analyst and paid Fox contributor Frank Luntz says he is “hoping that Kasich runs for governor of Ohio. I think John would be an outstanding candidate.” On July 15, 2008, talk show host Sean Hannity tells Kasich: “I’m advocating that you run for governor one day. And you’re not.… You’re not going along at all.” Kasich will continue to appear as a regular guest on Fox News programming after he formally launches his bid and Fox terminates its contract with him. He will make frequent appearances on Hannity’s show, where Hannity calls him “governor” and “soon-to-be governor,” and holds a fundraiser for Kasich in October 2009. On The O’Reilly Factor, Fox will show the URL for Kasich’s campaign Web site. On July 8, 2009, Hannity will tell Kasich on air: “You do me a favor. Go get elected governor, although why you would ever want that job, you’re out of your mind, but good luck. And I’m supporting you in the effort.” Kasich will also receive two $10,000 contributions from News Corporation, the parent company of Fox News. [Columbus Dispatch, 3/27/2008; Media Matters, 9/24/2010] Kasich will narrowly defeat Strickland in the 2010 gubernatorial elections. [Associated Press, 11/3/2010] After two months in office, his draconian budget cuts, insults to law enforcement officials and minorities, and heavy-handed attacks on unions will send his popularity plummeting and in April 2011 will spark a recall effort. [Think Progress, 4/11/2011]
Wendell Potter (r) being interviewed by Bill Moyers (l). [Source: PR Watch (.org)]Former health care executive Wendell Potter, who left the insurance giant Cigna after fifteen years, appears on “Bill Moyers’ Journal.” He was formerly the head of corporate communications before he resigned his position, a post he calls “the ultimate PR job.” He says he was not forced to leave the company, and was extremely well compensated for his duties. He left after realizing that the health care industry is using underhanded and hurtful tactics to undermine the drive towards health care reform. He never went to his bosses with his observations because, he says, “for most of the time I was there, I felt that what we were doing was the right thing. And that I was playing on a team that was honorable. I just didn’t really get it all that much until toward the end of my tenure at Cigna.”
Health Care Expo Changed His Perceptions - In June 2007, Potter recalls, his perceptions were drastically changed by his visit to a health care exposition in Wise, Virginia (see June 2007).
Changing Plans - The industry shifted from selling primarily managed care plans, he says, to what they call “consumer-driven plans.” Despite the name, they are health care plans with high deductibles and limited coverage.
'Highlight Horror Stories' - Moyers shows Potter a copy of an “action plan” devised by America’s Health Insurance Plans (AHIP), the industry’s trade association. In large gold letters, the plan tells lobbyists and industry representatives to “Highlight horror stories of government-run systems.” Potter says that AHIP and other industry representatives try to paint government-run health care as socialism, and as inevitable failures. “The industry has always tried to make Americans think that government-run systems are the worst thing that could possibly happen to them,” he says, “that if you even consider that, you’re heading down on the slippery slope towards socialism. So they have used scare tactics for years and years and years, to keep that from happening. If there were a broader program like our Medicare program, it could potentially reduce the profits of these big companies. So that is their biggest concern.” Moyers also notes that the AHIP plan targets the film Sicko, a 2007 documentary by leftist filmmaker Michael Moore that portrayed America’s health care industry in a dismal light. AHIP’s action plan is to “Position Sicko as a threat to Democrats’ larger agenda.” Potter says that was an effort to discredit the film by using lobbyists and AHIP staffers “to go onto Capitol Hill and say, ‘Look, you don’t want to believe this movie. You don’t want to talk about it. You don’t want to endorse it. And if you do, we can make things tough for you.’” If they did, AHIP would retaliate by running negative ads against the lawmakers in their home districts or other electoral punishments. AHIP focused strongly on the conservative Democratic Leadership Council. Another tactic, as delineated in the memo: “Message to Democratic insiders. Embracing Moore is one-way ticket back to minority party status.” Moyers says that AHIP attempted to “radicalize” Moore and portray him as an extremist who could not be believed. Many politicians used AHIP talking points in discussing Moore and his film. “So your plan worked,” Moyers observes. Potter agrees: “It worked beautifully.” The lesson that was lost from Moore’s film, Potter says, was that Americans “shouldn’t fear government involvement in our health care system. That there is an appropriate role for government, and it’s been proven in the countries that were in that movie.”
Conservative Counter-Strategy - Moyers then displays a memo from Republican strategist Frank Luntz, who in the spring of 2009 wrote a strategy memo for health care reform opponents. The memo reads in part: “First, you have to pretend to support it. Then use phrases like, ‘government takeover,’ ‘delayed care is denied care,’ ‘consequences of rationing,’ ‘bureaucrats, not doctors prescribing medicine.’” He then shows film clips of House Minority Leader John Boehner (R-OH), Senate Minority Leader Mitch McConnell (R-KY), Senator Jon Kyl (R-AZ), and others using Luntz’s talking points in discussions on the floors of Congress. Potter says that many conservatives—Democrats as well as Republicans—“are ideologically aligned with the industry. They want to believe that the free market system can and should work in this country, like it does in other industries. So they don’t understand from an insider’s perspective like I have, what that actually means, and the consequences of that to Americans. They parrot those comments, without really realizing what the real situation is.” He notes that Representative Zach Wamp (R-TN), who grew up very near Potter’s childhood home in Chattanooga, told reporters that half of America’s uninsured don’t want health care, they would rather “go naked and just take the chance of getting sick. They end up in the emergency room costing you and me a whole lot more money.” Potter notes that the word “naked” is an industry term for people who choose not to buy health insurance. He calls Wamp’s comment “ridiculous” and “an example of a member of Congress buying what the insurance industry is peddling.” Moyers cites conservative Democrat Max Baucus, the chairman of the Senate Finance Committee, as another politician central to the health care reform process who is heavily influenced by corporate lobbyists—two of whom used to work on his own Senate staff. Potter says: “[I]t does offend me, that the vested special interests, who are so profitable and so powerful, are able to influence public policy in the way that they have, and the way that they’ve done over the years. And the insurance industry has been one of the most successful, in beating back any kinds of legislation that would hinder or affect the profitability of the companies.”
Fierce Opposition to Public Option - The “public option,” the idea that the government would extend a non-profit, government-run health care alternative for citizens, is fiercely opposed by the health care industry. Potter says the reason why is “[t]he industry doesn’t want to have any competitor. In fact, over the course of the last few years, has been shrinking the number of competitors through a lot of acquisitions and mergers. So first of all, they don’t want any more competition period. They certainly don’t want it from a government plan that might be operating more efficiently than they are, that they operate.” Government programs such as Medicare and the Veterans Administration’s medical providers are far more efficient than private, for-profit health care providers, and the industry fears that having to compete with such a program will slash their profits. Medical companies will do whatever it takes to keep their profit margins—and shareholder returns—above a certain threshold. They will deny more claims, kick more people off their rolls, purge employer accounts, whatever it takes. Potter, evidently bemused, says, “You know, I’ve been around a long time. And I have to say, I just don’t get this. I just don’t understand how the corporations can oppose a plan that gives the unhealthy people a chance to be covered. And they don’t want to do it themselves.… I’m a capitalist as well. I think it’s a wonderful thing that companies can make a profit. But when you do it in such a way that you are creating a situation in which these companies are adding to the number of people who are uninsured and creating a problem of the underinsured then that’s when we have a problem with it, or at least I do.” A public option would help “keep [health care corporations] honest,” he says, and they would inevitably lose profits.
Predictions - Right now the industry is primarily involved in what Potter calls a “charm offensive,” where it is attempting to give the perception that it, too, is for health care reform. But once Congress begins putting out specific legislative language, the industry and its flacks will begin attacking specific provisions. Moyers says the upshot is for the industry to either “kill reform” or prevent lawmakers from agreeing on a bill, just like what happened in 1993-94 under the Clinton administration. No matter what they say—favoring the elimination of pre-existing condition restrictions, for example—the industry will adamantly oppose reform of any kind. “They don’t want a public plan,” Potter says. “They want all the uninsured to have to be enrolled in a private insurance plan. They want—they see those 50 million people as potentially 50 million new customers. So they’re in favor of that. They see this as a way to essentially lock them into the system, and ensure their profitability in the future. The strategy is as it was in 1993 and ‘94, to conduct this charm offensive on the surface. But behind the scenes, to use front groups and third-party advocates and ideological allies. And those on Capitol Hill who are aligned with them, philosophically, to do the dirty work. To demean and scare people about a government-run plan, try to make people not even remember that Medicare, their Medicare program, is a government-run plan that has operated a lot more efficiently.… [T]hey want to scare you into thinking that through the anecdotes they tell you, that any government-run system, particularly those in Canada, and UK, and France that the people are very unhappy. And that these people will have to wait in long lines to get care, or wait a long time to get care. I’d like to take them down to Wise County. I’d like the president to come down to Wise County, and see some real lines of Americans, standing in line to get their care. [PBS, 7/10/2009]
Entity Tags: John Boehner, Frank Luntz, Cigna, Bill Moyers, America’s Health Insurance Plans, Zach Wamp, Wendell Potter, US Veterans Administration, Senate Finance Committee, Michael Moore, Medicare, Max Baucus, Mitch McConnell, Jon Kyl, Clinton administration
Timeline Tags: US Health Care
A screenshot of the logo for Mike Huckabee’s Fox News show. [Source: Fox News]According to an analysis by the progressive media watchdog organization Media Matters, Fox News has become the place for eight former Bush administration officials and other Republican lawmakers, strategists, and future presidential candidates to espouse their views (see October 13, 2009). Media Matters says “[a] revolving door exists between the Republican Party and Fox News Channel… further demonstrating that Fox is effectively a conservative political organization and not a legitimate news outlet.” Media Matters analyzed Fox News broadcasts aired between September 1 and mid-October.
Karl Rove - The former deputy chief of staff of the Bush White House, Karl Rove, the Bush administration’s chief political adviser, is now labeled as a political adviser and commentator for Fox. He appears, on average, twice a week, usually on prime-time programs hosted by Sean Hannity and Bill O’Reilly.
Dana Perino - Formerly the White House press secretary, Dana Perino is now a frequent contributor and analyst for Fox, and writes a column for Fox Forum. Perino appears most often on Hannity’s show, though she has made several appearances on Fox Business Channel.
John Bolton - The former ambassador to the United Nations, John Bolton is now a regular Fox contributor and analyst.
Mike Huckabee - Mike Huckabee, the ex-governor of Arkansas and dark-horse presidential candidate in 2008 has his own show, Huckabee, on Fox. Frequently, Huckabee directs viewers to “go to balancecutsave.com,” which redirects visitors to a Web page soliciting donations for his political action committee, which financially supports Republican candidates and also pays his daughter’s salary.
Newt Gingrich - Newt Gingrich is the former speaker of the House and a possible presidential candidate in 2012. He has been a regular on Fox since singing a contract with the network in 1999 after resigning from the House in disgrace.
John Kasich - Formerly a Republican House member from Ohio and now a candidate for governor of Ohio, John Kasich used to host a show on Fox, Heartland with John Kasich. He is a regular contributor and commentator on several Fox prime-time broadcasts.
Dick Morris - A Republican who once crossed party lines to advise then-President Clinton, Dick Morris is a frequent guest on Fox, appearing at least 20 times since September 1, usually on shows hosted by Hannity, O’Reilly, or Greta Van Susteren. During the 2008 election cycle, Morris repeatedly urged viewers to donate to an anti-Obama political action committee, without divulging that the PAC had paid a firm connected to him. Morris also uses his Fox appearances to raise funds for a conservative group of which he is chief strategist.
Frank Luntz - Frank Luntz, a GOP strategist and pollster, regularly appears on Fox shows hosted by Hannity, O’Reilly, and Glenn Beck, who asked Luntz to instruct his audience on the signs “the tea party people should be carrying.” [Media Matters, 10/26/2009]
Entity Tags: Media Matters, Sean Hannity, Karl C. Rove, Newt Gingrich, John R. Bolton, Republican Party, Greta Van Susteren, Dana Perino, Bush administration (43), Bill O’Reilly, Dick Morris, John Kasich, Mike Huckabee, Fox Business Channel, Fox News, Frank Luntz, Glenn Beck
Timeline Tags: Domestic Propaganda
Bill Sammon. [Source: Mediaite (.com)]Bill Sammon, the Washington managing editor for Fox News, sends an internal email instructing his journalists and producers not to use the commonly accepted phrase “public option” to describe a proposed government-run health insurance agency. The so-called “public option” is shorthand for a proposed health insurance plan offered by the federal government primarily for uninsured citizens who have trouble affording private health care coverage. Instead, Sammon requires reporters and news anchors to use terms such as “government option”—terms identified by Republican pollster Frank Luntz as being more negative and more likely to turn viewers away from supporting such an effort. (Ironically, a month ago, Sammon sent an email reminding his staff that Fox News “reports” the news as it happens, and that their function is that of “dispassionate observers”—see September 12, 2009). The liberal news watchdog Web site Media Matters will compile a number of instances from “straight news” broadcasts on Fox News that seem to follow Sammon’s instructions, particularly on the network’s evening flagship news program, Special Report with Bret Baier. Inside sources will tell Media Matters reporter Ben Dimiero that Sammon regularly uses his position as managing editor to “slant” Fox News’s “neutral” news coverage to the right. Dimiero will write, “Sammon’s ‘government option’ email is the clearest evidence yet that Sammon is aggressively pushing Fox’s reporting to the right—in this case by issuing written orders to his staff.” In August 2009, Luntz appeared on Sean Hannity’s Fox News opinion show, and told Hannity to use the term “government option” instead of “public option.” Luntz explained that “if you call it a ‘public option,’ the American people are split,” but “if you call it the ‘government option,’ the public is overwhelmingly against it.” He went on to say that the program would be “sponsored by the government,” and falsely told Hannity that such a program would be “paid for by the government.” Hannity told Luntz that “it’s a great point, and from now on, I’m going to call it the government option.” The night before Sammon’s email, Baier used both “public option” and “government option” in describing a proposed inclusion by Senate Democrats, as did correspondent Shannon Bream. The next morning, Sammon sends his email, which is titled “[F]riendly reminder: let’s not slip back into calling it the ‘public option,’” and reading in part, “Please use the term ‘government-run health insurance’ or, when brevity is a concern, ‘government option,’ whenever possible. When it is necessary to use the term ‘public option’ (which is, after all, firmly ensconced in the nation’s lexicon), use the qualifier ‘so-called,’ as in ‘the so-called public option.’ Here’s another way to phrase it: ‘The public option, which is the government-run plan.’ When newsmakers and sources use the term ‘public option’ in our stories, there’s not a lot we can do about it, since quotes are of course sacrosanct.” Fox News’s senior vice president for news, Michael Clemente, concurs in a follow-up email and tells news staff that he prefers Sammon’s phrasing “[t]he public option, which is the government-run plan.” After Sammon’s and Clemente’s emails, Baier and others will no longer use the phrase “public option” without using Sammon’s qualifiers. Dimiero will write that Sammon’s title wording of a “friendly reminder” indicates that similar instructions had been issued previously. Indeed, during a September 3, 2009 broadcast, Baier repeatedly interrupted his guest, NPR’s Mara Liasson, to “correct” her phrasing of “public option” as the “government-run option of health insurance.” Liasson, along with conservative guests Charles Krauthammer and Steve Hayes, agreed to use Baier’s phrasing. And during Baier’s broadcast, on-screen chyrons described the idea as “Government Option.” Dimiero will write: “Fox executives regularly defend the network by claiming that the right-wing propaganda on Hannity and its other opinion shows is entirely separate from its news programming, which they insist is objective. But Sammon’s email gives credence to allegations that news from Fox’s Washington bureau is being deliberately distorted to benefit conservatives and the Republican Party.” Sammon will tell media reporter Howard Kurtz that he prefers the phrasing “government option” because it is “a more neutral term,” and the phrase “public option” is “vague, bland,” and “undescriptive.” He will deny any knowledge of “what the Republicans were pushing.” [Media Matters, 12/9/2010]
Entity Tags: Fox News, Bill Sammon, Ben Dimiero, Steve Hayes, Charles Krauthammer, Shannon Bream, Michael Clemente, Frank Luntz, Bret Baier, Sean Hannity, Mara Liasson, Media Matters, Howard Kurtz
Timeline Tags: Domestic Propaganda
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