“You’re going to hear a lot about ‘shared sacrifice’ from the NHL in the days and weeks to come,” reports Barry Petchesky of Deadspin. “That’s the word from inside a secret emergency PR focus group, in which [Frank Luntz] tested pro-ownership messages on a [focus group] of hockey fans. One of those fans shared the documents with us, for a sneak preview of the propaganda campaign the NHL will be unloading on the public as the lockout drags on. … Luntz Global doesn’t restrict itself to politics. When UFC wanted to figure out how to get fans to attend events instead of just ordering them on TV, Frank Luntz personally handled the research.
“When the NFL, facing its own lockout last summer, wanted to pin the blame on the players, Frank Luntz personally ran the focus groups. And in Bethesda, Md., last Friday, it was Frank Luntz who greeted the 30 attendees who had been gathered to discuss how the NHL can better present its case. … ‘Maybe we asked for too much at first,’ Luntz’s mock-NHL-exec speech went, ‘but we’re willing to give. The [NHL Players’Association] has to be willing to give as well, if we’re going to give the fans back their hockey. There’s no way we’re going to do this without both sides bringing something to the table.’ “