It's interesting to see how the republican mind works. You tell he's advising repub politicians what to say rather than what they should believe (since that would be significantly different - and crasser - than this). There's lots more (25 pages of PDF) at the link.
http://www.dailykos.com/images/user/3/Luntz_frames_immigration.pdfIt's from 2006 so it was preparation for the last attempt at immigration reform, but from what I read it doesn't sound like the playbook has changed in 2010.
"THE LANGUAGE OF ILLEGAL IMMIGRATION
The following language is meant to help articulate what Americans want to see and hear regarding the illegal immigration problem. These are five rules to get you get started:
(1) Always differentiate LEGAL from illegal immigration;
(2) Always refer to people crossing the border illegally as “illegal immigrants” – NOT as “illegals.”
(3) Always focus on those who are hurt most by illegal immigration – American citizens and immigrants who came here legally and played by the rules;
(4) Don’t argue whether illegal immigration is a crisis, a major problem or a national challenge. Describe the problem, quantify it, but don’t measure it; and
(5) If it sounds like amnesty, it will fail.
"WORDS THAT WORK
“
Step one is accountability on the borders. We need to put whatever police, whatever security personnel, whatever type of equipment is necessary. If it’s a wall, let it be a wall. But we have to stop the flood of people across the border 24 hours a day, seven days a week, 365 days a year. Accountability starts with a simple principle – prevention. If we prevent illegal immigration, then we won’t have to deal with illegal immigration. If we stop people from successfully getting across the border, then our schools won’t be as overcrowded, the hospital waiting rooms and emergency rooms won’t be as overcrowded, our highways and our streets won’t be as overcrowded, our social services won’t be as abused, and taxpayers won’t be as punished.”
Companies who knowingly hire illegal aliens must be held accountable. We cannot hope to fix the problem of illegal immigration as long as employers are allowed to disrespect our immigration laws and knowingly hire illegal immigrants. And from our polling data, employers and our economy may have less to fear than they think. While people are not convinced that the economy would suffer if employers were no longer able to hire illegal immigrants, they do accept that prices would likely go up. However, when
it comes to the agriculture industry, 51% would rather “pay higher prices if it means we can reduce illegal immigration” while only 34% “would rather continue current immigration policy if it means keeping the prices low.”
These employers are exploiting the citizens who are forced to pay for the social services these employers fail to provide. Employers are responsible for knowing the legal status of their employees. No more excuses. Republicans should set an example by insisting that companies caught breaking the law should be subjected to penalties and punitive damages. And voters agree. Our polled showed that only 14% want nothing done to
officers of companies who knowingly employ illegal immigrants, instead preferring large fines (44%) to be the primary deterrent.
Hispanic Americans reject the assertion that illegal immigration fosters a general culture of lawlessness. Hispanic citizens have friends, co-workers, and family members who came to the United States illegally. They have a tremendous amount of compassion for those who are here illegally – even as they condemn the practice – and they will be offended by the connection between illegal immigration and criminality. In fact, Hispanic voters strongly believe that illegal immigrants are more likely to obey the law for fear being discovered and removed. From their perspective, illegal immigrants keep their heads low and their noses clean – hoping to remain in the country long enough so that their families may become citizens. No, not everyone who comes here illegally is going to be a good citizen, but not everyone born here is either. To imply
otherwise will hurt your credibility.
WORDS THAT DON’T WORK WITH HISPANICS “Illegal immigration has a corrosive impact not just on LEGAL immigration but also on all of our society. Illegal immigrants operate outside the law. They are part of an underground economy and an underground society. They are more likely to commit crimes. More likely to drive uninsured. More likely to clog up hospital waiting rooms. More likely to be involved in anti-social behavior because they have learned that breaking the law brings more benefits than abiding by it. And by getting away with it, they have an encouraged an entire culture whereby America’s laws are optional – to be obeyed or disobeyed depending on what’s convenient. When rule of law breaks down, chaos arises in its place. It’s time to stop the abuse of the legal immigration laws and start real enforcement.”
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