NHL lockout 2012: Republican strategist helping owners with PR strategy

Bruce Bennett - Getty Images

The NHL's owners are trying to re-shape public opinion with the help of PR strategist Frank Luntz.

In an effort to help shape public opinion of the NHL lockout, the league's owners have brought in market research firm Luntz Global. The firm was founded by Frank Luntz, who is one of the Republican Party's chief strategists.

The firm conducted a focus group with 30 NHL fans in Washington D.C. on Friday in order to get a sense of how fans are feeling in general and which messages from ownership might be most effective on the public at large. The owners are trying to stem the tide of ill will that came as a result of the league's third lockout in 18 years.

Luntz Global is not new to public relations in sports, as it has also worked with both the UFC and NFL, often during labor disputes. The NFL brought the firm on board last summer when facing a potential lockout of its own.

The NHL has already canceled the first two weeks of the regular season, and more cancellations are expected.

Check out the SB Nation Channel on YouTube

X
Log In Sign Up

forgot?
Log In Sign Up

Forgot password?

We'll email you a reset link.

If you signed up using a 3rd party account like Facebook or Twitter, please login with it instead.

Forgot password?

Try another email?

Almost done,

Join SBNation.com

You must be a member of SBNation.com to participate.

We have our own Community Guidelines at SBNation.com. You should read them.

Join SBNation.com

You must be a member of SBNation.com to participate.

We have our own Community Guidelines at SBNation.com. You should read them.

Spinner

Authenticating

Great!

Choose an available username to complete sign up.

In order to provide our users with a better overall experience, we ask for more information from Facebook when using it to login so that we can learn more about our audience and provide you with the best possible experience. We do not store specific user data and the sharing of it is not required to login with Facebook.