How To Frame The Debate or Tips and Tricks from Karl Rove RENEW Energy Policy Summit Mick Sagrillo January 13, 2011 ©2011 Mick Sagrillo.

How To Frame The DebateHow To Frame The Debateoror

Tips and Tricks from Karl RoveTips and Tricks from Karl Rove

RENEW Energy Policy SummitRENEW Energy Policy SummitMick SagrilloMick Sagrillo

January 13, 2011January 13, 2011

©2011 Mick Sagrillo

Questions to exploreQuestions to explore

1.1. What strategies do NIMBYs use to What strategies do NIMBYs use to fight projects? fight projects?

2.2. Why does the media get it wrong?Why does the media get it wrong?

3.3. How can we counter this?How can we counter this?

And why Karl Rove?And why Karl Rove?

“ “ If you don’t understand what is If you don’t understand what is being done to you, you cannot being done to you, you cannot prevail.”prevail.”

““If you have to defend yourself, you If you have to defend yourself, you lose”lose”

Therefore “Attack, attack, attack!”Therefore “Attack, attack, attack!”

Wind Opposition Wind Opposition StrategiesStrategies

Goal Goal regulatory paralysis regulatory paralysis

How?How? Portray everything as a public Portray everything as a public healthhealth

issueissue Irrefutable ?Irrefutable ?

Paint wind as dangerous so it’s Paint wind as dangerous so it’s restricted or prohibitedrestricted or prohibited

Specific strategiesSpecific strategies

MisinformationMisinformation ObfuscationObfuscation DelayDelay Frame your opponentFrame your opponent Control the languageControl the language Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, EchoEcho

Create doubtCreate doubt Manipulate the mediaManipulate the media

Misinformation and Misinformation and ObfuscationObfuscation

1.1. Submit “expert Submit “expert opinionsopinions” to counter lack ” to counter lack of evidenceof evidence

“ “Wind is dangerous”Wind is dangerous”

2.2. Create the appearance of scientific Create the appearance of scientific uncertainlyuncertainly

3.3. Muddle the issueMuddle the issue

4.4. Digress and side trackDigress and side track

5.5. Create conflict in the pressCreate conflict in the press

6.6. Create doubt in the minds of the decision Create doubt in the minds of the decision makers makers (Score!)(Score!)

Mission statement ?Mission statement ?

““Doubt is our product since it is the Doubt is our product since it is the best means of competing with the best means of competing with the body of fact that exists in the mind of body of fact that exists in the mind of the general public. It is also the the general public. It is also the means of establishing a means of establishing a controversy.”controversy.”

--Brown and Williams Tobacco Company Brown and Williams Tobacco Company memo memo from the 1960’sfrom the 1960’s

When all When all else else fails, fails, make make things things

upup

Make things upMake things up

““Ice Throws”Ice Throws” ““Fall zone”Fall zone” ““Industrial”Industrial” ““Dangerous”Dangerous” ““Epilepsy”Epilepsy”

Create doubtCreate doubt

Make things upMake things up

““Ice Throws”Ice Throws” ““Fall zone”Fall zone” ““Industrial”Industrial” ““Dangerous”Dangerous” ““Epilepsy”Epilepsy”

Create doubtCreate doubt

They don’t have to prove anything—they just have to raise the question.

The question becomes an accusation that you must defend against

Newt GingrichNewt Gingrich

1996 GOPAC memo: 1996 GOPAC memo: “Language: A Key “Language: A Key Mechanism of Control”Mechanism of Control”

““Optimistic positive governing words and phrases Optimistic positive governing words and phrases help describe your vision for the future of your help describe your vision for the future of your community, and…community, and…

““Contrasting words help you clearly define the Contrasting words help you clearly define the policies and record of your opponent.”policies and record of your opponent.”

““Remember that creating a Remember that creating a (divisive)(divisive) difference difference helps you.”helps you.”

Frank LuntzFrank Luntz

““It’s not what It’s not what you say, …you say, …

it’s what people it’s what people hearhear.”.”

This is not an accident!This is not an accident!

““He or she who controls the language He or she who controls the language controls the debate”controls the debate”

Karl RoveKarl Rove Newt GingrichNewt Gingrich Frank LuntzFrank Luntz

NIMBY Echo ChamberNIMBY Echo Chamber Circular quotingCircular quoting Repeat repeatedly to “burn it in”Repeat repeatedly to “burn it in”

““Industrial”Industrial” ““Noisy”Noisy” ““Bird kills”Bird kills” ““Ice throw”Ice throw” ““Blade throw”Blade throw” ““Fall zone”Fall zone” ““Dangerous”Dangerous”

Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, EchoEcho

NIMBY Echo ChamberNIMBY Echo Chamber Circular quotingCircular quoting Repeat repeatedly to “burn it in”Repeat repeatedly to “burn it in”

““Industrial”Industrial” ““Noisy”Noisy” ““Bird kills”Bird kills” ““Ice throw”Ice throw” ““Blade throw”Blade throw” ““Fall zone”Fall zone” ““Dangerous”Dangerous”

Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, EchoEcho

Manipulate the mediaManipulate the media

The media abhors a vacuumThe media abhors a vacuum The lifeblood of the media is The lifeblood of the media is

controversycontroversy It “sells”It “sells”

““Fair and Balanced”Fair and Balanced” Most in today’s media cannot / do not Most in today’s media cannot / do not

differentiate between fact and opiniondifferentiate between fact and opinion

Create Create conflict in conflict in the mediathe media

Wind Opposition Wind Opposition StrategiesStrategies

MisinformationMisinformation ObfuscationObfuscation DelayDelay Frame your opponentFrame your opponent Control the languageControl the language Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo, Echo,

Echo, EchoEcho, Echo Create doubtCreate doubt Manipulate the mediaManipulate the media

What to do?What to do?

Controlling the language Controlling the language intentionally puts your intentionally puts your

“opponent” on the defensive“opponent” on the defensive

“Framing the debate”

Accusations

Frame Your OpponentFrame Your Opponent

““Frame”—what the mind conjures upFrame”—what the mind conjures up Don’t Think of An ElephantDon’t Think of An Elephant

Perception managementPerception management

Frame the language to Frame the language to control the discussion control the discussion

“fall zone”“safety setback”

“ice throw”“noise”

These terms elicit a These terms elicit a visceral responsevisceral response

Vivid language=

Vivid images

“fall zone”“safety setback”

“ice throw”“noise”

ReframeReframe the language to gain the language to gain control of the discussion:control of the discussion:

“setback”“work zone”

“ice shedding” “sound”

“fall zone”“safety setback”

“ice throw”“noise”

Now listen:Now listen:

How differently…How differently… It sounds It sounds It’s interpretedIt’s interpreted How you react How you react What the message What the message

isis

Fall zone Setback

Now listen:Now listen:

How differently…How differently… It sounds It sounds It’s interpretedIt’s interpreted How you react How you react What the message What the message

isis

Fall zone Setback

Ice throw Ice

shedding

Lessons

If you use their words, you reinforce If you use their words, you reinforce their accusationtheir accusation

If you use their words, you If you use their words, you automatically have to defend your automatically have to defend your positionposition

What to do with What to do with misinformation?misinformation?

Refute Refute immediately!immediately!

Never let accusations go unchallengedNever let accusations go unchallenged

Zoner: Any unfounded accusation left Zoner: Any unfounded accusation left uncontested “…must be true.”uncontested “…must be true.”

Remind themRemind them

Opinions are not evidenceOpinions are not evidence ““Findings of fact supported by a Findings of fact supported by a

preponderance of evidence in the record”preponderance of evidence in the record”

Opinions are not a legal basis for Opinions are not a legal basis for restrictionrestriction Otherwise, “arbitrary and capricious”Otherwise, “arbitrary and capricious”

Challenge their credibility! Challenge their credibility!

Reframe Your OpponentReframe Your Opponent

““I’m not anti wind, but….”I’m not anti wind, but….” Call a spade a spade—carefully:Call a spade a spade—carefully:

Misrepresenting the factsMisrepresenting the facts Unfounded conjectureUnfounded conjecture HysteriaHysteria ExaggerationExaggeration Intentional fear mongeringIntentional fear mongering MalcontentMalcontent

Hard LessonsHard Lessons

Never, ever, underestimate the Never, ever, underestimate the strength of the oppositionstrength of the opposition

No one will do it for usNo one will do it for us

We will continuously battle wild We will continuously battle wild allegations by NIMBYs and allegations by NIMBYs and malcontents, unless….malcontents, unless….

…Unless we change the dialogue

And it’s not just NIMBYs

What’s wrong with What’s wrong with these messages?these messages?

“Clean coal”

“Clean coal”

On wind farm siting:

"I will fight government policies that further infringe on the rights of property owners." Scott Walker in a campaign letter last summer.

The Wisconsin Realtors Association says that “wind projects are interfering with private property rights of homeowners who live near turbines.”

On wind farm siting:

"We are hopeful that moving forward we'll be able to find a reasonable compromise that protects property rights.”

Cullen Werwie, Governor's Walker’s spokesman

On wind farm siting:

"We are hopeful that moving forward we'll be able to find a reasonable compromise that protects property rights.”

Cullen Werwie, Governor's Walker’s spokesman

How will you respond?

“A new wind farm is complete in Columbia County and it will soon be killing more birds than a Sarah Palin Thanksgiving photo op.”

“Or, for you heavy metal fans, more mosquito-eating bats than Ozzy Osbourne ever killed.”

“To be fair, We Energies did not build the wind farm because it hates birds, bats or ratepayers.”

“Nor did it build the wind farm because the company wanted to build a giant ice ball thrower.”

“If renewable energy were cost competitive, power companies and energy consumers would not need a mandate to prefer renewable energy sources over coal, oil and natural gas.”

“Ironically, according to one environmentalist group, Clean Wisconsin, the windmill farm may not even further the goal of the renewable energy mandate, reducing greenhouse gas emissions, because We Energies will still be reliant upon the coal-burning power plants for primary electrical generation.”

“Because wind is not a reliable source of energy here.”

Vivid language = vivid images

Killing birds And bats Giant ice ball thrower If…cost competitive A mandate Not a reliable source

Eyes wide open !Eyes wide open !

Let’s not allow this happen any Let’s not allow this happen any more.more.

New tactic

Video camera in front of a person rambling on and on w/ the subtitle “victim” under—you cannot question or refute

Pay attention to language used

Compared to what? Coal’s cost does not reflect its hidden Compared to what? Coal’s cost does not reflect its hidden subsidies.subsidies. Cost can be measured in many waysCost can be measured in many ways

Cost vs valueCost vs value Energy markets are political constructsEnergy markets are political constructs

How do you call something a market when there is only How do you call something a market when there is only one seller?one seller?

Value system masquerading as economics or bookkeeping Value system masquerading as economics or bookkeeping

Coal is cheap and reliable Subsidies distort the marketplace RE is not cost effective Oversupply of electricity Due to EPA regs, WPS has to lay off

some employees