Truth & Rumors > NHL
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."
Ted Leonsis, Getty Images
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Comments (36) Add A Comment
What's next, hiring Mahmoud Ahmadinejad as spokesman?
Canuck eh?
Total Comments (18444)
There's a special place waiting for you Buttgoblin.
Canuck eh?
Total Comments (18444)
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.
dannylimes
Toronto, ON
Total Comments (8034)
"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???????????
Othello
Total Comments (1295)
Have the Leafs for sleepover do you?
Canuck eh?
Total Comments (18444)
Mmm worse. They've been hanging around my office asking for jobs.
dannylimes
Toronto, ON
Total Comments (8034)
If you hire Burkie's management team you'll soon be looking for work too.
Canuck eh?
Total Comments (18444)
It looks like this guy was right.
Canuck eh?
Total Comments (18444)
Agree.....totally right.............
Othello
Total Comments (1295)
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.
Spiny Norman
Total Comments (10889)
and imagine my surprise that a GOP based operation was helping the owners spin.....
Spiny Norman
Total Comments (10889)
Call for you on line one Mr. Racer.
Canuck eh?
Total Comments (18444)
Bettman is far worse than Bush ever was.
Nobody expects…
Total Comments (13159)
just waiting for the response
Spiny Norman
Total Comments (10889)
well, probably...except for the getting people killed thingy
Spiny Norman
Total Comments (10889)
Why not? Mahmoud has been taking skating lessons while he listens to the centrifuges spin.
Slapshot
Total Comments (8992)
obviously, not a very important issue back then.........
Othello
Total Comments (1295)
Agreed. W only had a 8 year term.
Canuck eh?
Total Comments (18444)
Don't think it hasn't crossed his mind.
Canuck eh?
Total Comments (18444)
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.
bayman
Benicia, CA
Total Comments (7)
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