Message Matters

The Never-Ending Story

SUMMARY: All in one day on Capitol Hill, House Republicans voted for the Romney-Ryan-Republican plan to end Medicare as we know it and Senate Republicans voted to protect $24 billion in tax giveaways for Big Oil.

CORE MESSAGE

Here they go again: taking away Medicare to give more taxpayer money to Big Oil.

Connect: After a lifetime paying into Medicare, our seniors deserve the peace of mind to know they can count on the health care they're owed. 

Define: Washington Republicans don't get it. Instead of strengthening Medicare, they keep trying to take it away. Instead of getting rid of taxpayer handouts to Big Oil, they want more of them.

Illustrate: Nothing's new: yet again Congressional Republicans voted to end Medicare as we know it to pay for more tax handouts for their Big Oil campaign donors.

Contrast: Americans want their leaders to preserve Medicare for their retirement and for future generations -- not give handouts to millionaires and oil companies.

Connect the dots: When you're standing at the gas pump, remember: Republicans refuse to ask oil company CEOs to give up their tax giveaways, but demand we give up Medicare we pay into with every paycheck.

Words to use: Medicare benefits we already paid for, Tax giveaways, Taxpayer handouts to Big Oil
Words to avoid: Entitlements, Tax cuts


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ATTACKS AND RESPONSES

CLAIM: "The GOP budget tackles our generation's defining challenges and doesn't hide from tough decisions."
RESPONSE:


CLAIM: "The House GOP budget heroically and gutsily takes on entitlement spending."
RESPONSE:


CLAIM: "The GOP budget spurs economic growth with bold tax reform."
RESPONSE:


WHAT YOU NEED TO KNOW

 
We develop messaging by aggregating, analyzing and distilling polling, tested messaging, and expert recommendations, and monitoring the media to identify what is and isn't working. See here for some of the experts and organizations we draw on.

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