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GOP strategist crafting NHL's spin

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08:24 AM ET 10.16 | Win the spin? The NHL has hired marketing research firm Luntz Global to perform the research. Luntz Global is run by Frank Luntz, a pollster who has advised the likes of George W. Bush and Stephen Harper. Luntz Global ran a focus group Friday of 30 NHL fans to gauge their reaction to images of hockey and statements related to the league's labour dispute. According to a report from Deadspin, the focus group was also used to test pro-ownership messages. Luntz himself delivered mock speeches, pretending to speak as a league representative, to see how the group would respond to certain rhetoric, the report says. One phrase was repeated as a slogan for the owners: "Shared sacrifice."

Slam! Sports

Ted Leonsis, Getty Images Ted Leonsis, Getty Images
October 16, 2012  08:28 AM ET

What's next, hiring Mahmoud Ahmadinejad as spokesman?

October 16, 2012  08:31 AM ET
QUOTE(#1):

What's next, hiring Mahmoud Ahmadinejad as spokesman?

There's a special place waiting for you Buttgoblin.

Comment #3 has been removed
October 16, 2012  08:41 AM ET

"Shared Sacrifice???" Hello you morons....there are fans out there that want this sport to get off it's barganing A** and put it on the ice........can you hear us???????????

October 16, 2012  08:44 AM ET
QUOTE(#3):

This is so dumb, and the reaction to it is even dumber. An organization that deals in the hundreds of millions every year is trying to manage their PR. OH MY GOD THIS IS OBVIOUSLY THE ONLY THING THE OWNERS CARE ABOUT! FANS DID YOU SEE THIS?????!!!!!! THE SCUMBAGS ARE WORRIED ABOUT THEIR IMAGE INSTEAD OF SOLVING THE LOCKOUT THAT IS ALL THEIR FAULTS!

Excuse me now, I have rats in the basement to go club.

Have the Leafs for sleepover do you?

Comment #6 has been removed
October 16, 2012  08:55 AM ET
QUOTE(#6):

Mmm worse. They've been hanging around my office asking for jobs.

If you hire Burkie's management team you'll soon be looking for work too.

October 16, 2012  09:11 AM ET
QUOTE(#3):

This is so dumb, and the reaction to it is even dumber. An organization that deals in the hundreds of millions every year is trying to manage their PR. OH MY GOD THIS IS OBVIOUSLY THE ONLY THING THE OWNERS CARE ABOUT! FANS DID YOU SEE THIS?????!!!!!! THE SCUMBAGS ARE WORRIED ABOUT THEIR IMAGE INSTEAD OF SOLVING THE LOCKOUT THAT IS ALL THEIR FAULTS!Excuse me now, I have rats in the basement to go club.

It looks like this guy was right.

October 16, 2012  09:24 AM ET
QUOTE(#8):

It looks like this guy was right.

Agree.....totally right.............

October 16, 2012  09:31 AM ET
QUOTE(#4):

"Shared Sacrifice???" Hello you morons....there are fans out there that want this sport to get off it's barganing A** and put it on the ice........can you hear us???????????

maybe they can "share some sacrifice" with the arena workers and local businesses that depend upon these guys for their livelihoods.
I can't see these guys going over to europe to sell hot dogs, etc.

October 16, 2012  09:32 AM ET

and imagine my surprise that a GOP based operation was helping the owners spin.....

October 16, 2012  09:41 AM ET
QUOTE(#11):

and imagine my surprise that a GOP based operation was helping the owners spin.....

Call for you on line one Mr. Racer.

October 16, 2012  09:57 AM ET
QUOTE(#8):

It looks like this guy was right.

Bettman is far worse than Bush ever was.

October 16, 2012  10:07 AM ET
QUOTE(#12):

Call for you on line one Mr. Racer.

just waiting for the response

October 16, 2012  10:08 AM ET
QUOTE(#13):

Bettman is far worse than Bush ever was.

well, probably...except for the getting people killed thingy

October 16, 2012  10:11 AM ET
QUOTE(#1):

What's next, hiring Mahmoud Ahmadinejad as spokesman?

Why not? Mahmoud has been taking skating lessons while he listens to the centrifuges spin.

October 16, 2012  10:12 AM ET
QUOTE(#15):

well, probably...except for the getting people killed thingy

obviously, not a very important issue back then.........

October 16, 2012  10:27 AM ET
QUOTE(#13):

Bettman is far worse than Bush ever was.

Agreed. W only had a 8 year term.

October 16, 2012  10:32 AM ET
QUOTE(#15):

well, probably...except for the getting people killed thingy

Don't think it hasn't crossed his mind.

 
October 16, 2012  11:07 AM ET

Luntz has made a career of wordsmithing to get people to believe the opposite of what is true. If you need Luntz, as the GOP and Bettman do, it means you need to pull the wool over the public's eye.

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