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Oct 23, 2009 8:57 am US/Central
Good Question: Public Option: What's In A Name?
(WCCO)
It's been the key phrase in the health care debate: "Public Option." But now some Democrats, including Minnesota Senator James Oberstar, are suggesting it needs a rebranding, maybe something like "Medicare Part E" for "everyone." It's a lot of chatter about a couple of words. When it comes to public policy, what is in a name?
"A name or label characterizes what is the essence of a policy, and it tries to connect to people's values and emotions," said Tom Horner, co-founder of Himle Horner, a Minneapolis public relations firm specializing in public policy. He's a former chief of staff to U.S. Senator Dave Durenberger (R – MN).
Today, just about every piece of public policy has a catch phrase or name assigned to it. "I think it really took a dramatic turn in the early 1990s when Newt Gingrich…took a ten point package and instead of defending ten pieces of legislation named the whole thing 'Contract With America,'" said Horner.
"How do you oppose a 'Contract for America' without being anti-american?" he laughed.
Horner points out the classic example of labels in the abortion debate. Those against abortion call themselves 'Pro-Life.' No one's in favor of abortion, of course, so that side of the issue labels themselves 'Pro-Choice.'
Republican strategist Frank Luntz wrote a book about this called 'Words that Work: It's Not What You Say, It's What People Hear." He's the guy who rebranded the "Estate Tax", the "Death Tax."
According to Horner, it was extremely effective according to public opinion polls. "Even if they don't know the details of what it is, there is strong opposition. And it does drive opinion," said Horner.
Instead of talking about drilling for oil, politicians started talking about "Exploring for Energy." Tax cuts become "tax relief."
"That's why we've heard (President Barack) Obama moving from talking about health care reform to health insurance reform. Let's create a boogeyman," said Horner.
According to Horner, this does work, and the phrase that most effectively captures the public's imagination, by tapping into a core concern or issue, can carry the day.
It's similar to marketing any product, he added, in that there is an element of "buyer-beware."
"You start there, and then try to have the broader discussion," said Horner.
(© MMIX, CBS Broadcasting Inc. All Rights Reserved.)
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