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What Frank Luntz Taught the NHL About Winning Back Hockey Fans
With the NHL's lockout dragging on for months and little movement from either side, fans are starting to lose it. Since the NHL knew they were losing the publicity battle, they got GOP strategist Frank Luntz to help win back fans and get leverage in the negotiations.
Luntz was hired to hastily throw together a focus group of hockey fans ("of the 30 people, 75 percent were men, and all but three or four were white") to figure out a pro-owner's message they could deliver to fans with a straight face. A participant in the survey leaked the questionnaire and information packet to Deadspin's Barry Petchesky. As Petchesky explains, Luntz has some experience with crafting a message:
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