2002: Republican Pollster Issues Briefing Book on How GOP Needs to Confront Global Warming and Other Environmental Issues

Leading Republican consultant Frank Luntz issues a briefing book for GOP congressional candidates recommending what they should say when discussing issues that are important to the American public. The environment section of the report includes 16 pages of tips on how to discuss global warming and other sensitive issues. In general, Luntz says, candidates need to shy away from making economic arguments, since the party is perceived to be so close to business, and instead portray the party’s platform as being for a “safer,” “cleaner,” and “healthier” environment. Furthermore, candidates must convince their constituents of their “sincerity and concern,” Luntz argues, suggesting that once this has been achieved “the conservative, free market approach to the environment actually has the potential to become quite popular.” [Luntz, 2002 ]
Arsenic in the water - Luntz says that the “Bush administration’s suspension of Clinton’s last-minute executive order toughening the federal standard for arsenic in drinking water” was the president’s “biggest public relations misfire.” The “Democrats’ message came through loud and clear: Bush and the Republicans put business interests above public health,” he notes. He says the Republicans should have responded to the debacle with statements asserting the party’s dedication “to the continued improvement of our nation’s water supply, and to ensuring that Americans have the best quality water available.” Secondly, they should have argued that “sound science” does not support the notion that reducing arsenic by the amount specified in the order was in fact necessary. Finally, the question should have been raised as to why Clinton waited until the final moments of his presidency to issue this order. [Luntz, 2002 ]
Global Warming - On the issue of global warming, Luntz says: “The scientific debate is closing [against us] but not yet closed. There is still a window of opportunity to challenge the science. Voters believe that there is no consensus about global warming within the scientific community. Should the public come to believe that the scientific issues are settled, their views about global warming will change accordingly. Therefore, you need to continue to make the lack of scientific certainty a primary issue in the debate.” The section is peppered with boxes titled, “Language That Works,” suggesting carefully crafted phrases to convey key points that Luntz says Republicans must get across to their constituents. Luntz says that Republicans must stress that “the scientific debate remains open” and that rushing to conclusions about global warming would harm America. It must be stressed that ratifying the Kyoto protocol would “handcuff” the US and require “unnecessary” regulations that would “hurt moms and dads, grandmas and grandpas.” Furthermore, according to Luntz, it should be made clear that additional regulations would make “American life less safe” by requiring “major lifestyle changes.” Luntz also recommends that GOP politicians avoid using the phrase “global warming,” opting instead for “climate change,” which he notes sounds “less frightening.” [Luntz, 2002 ; Guardian, 3/4/2003]
Impact - Not all Republicans agree with Luntz’s advice, Republican Mike Castle says the report fails to address the fact that pollution is a health threat. “If I tried to follow these talking points at a town hall meeting with my constituents, I’d be booed,” he says. Vermont Senator Jim Jeffords, who abandoned the Republican Party in 2001, says the briefing book aims to deceive voters. But others seemingly adopt Luntz’s strategy. [Guardian, 4/4/2003] The Observer will later note that in 2002, Bush’s use of the phrase “global warming” decreases to almost nothing. [Guardian, 3/4/2003] And the Environmental Working Group, which first discloses the memo, finds numerous instances where Bush officials appear to be using Luntz’s recommended language. [Environmental Working Group, 2002]