Here are numbers 10-18 of my list of Techniques of Municipal Distraction, suitable for self-interested politicians and bureaucrats in towns across America.
(Numbers 1-9 are available in an earlier post.)
These are among the most common tactics for a local CYA effort:
10. When Policy is Questioned, Defend on Integrity. If someone questions your actions, then defend by insisting that you’re a good person. Shift the story away from policy. Fast!
11. When Integrity is Questioned, Defend on Policy. If someone questions your integrity, then insist that (1) you have lots of experience, (2) and you’ve always done things this way. (Most people won’t see the irony in this defense.)
12. Insist on the Importance of Prior, Specialized Experience or Knowledge. Always insist on your experience, tenure, and training if you’d think it will help you.
13. Speak to the Core. This isn’t just some hip business psychology mantra, it’s sound advice.
Forget most people – they’re nothing to someone like you, with a career and important responsibilities. The hoi polloi only matter if looking sympathetic to them will get you a few votes.
You should concern yourself with so-called insiders, people of influence, movers and shakers: your core constituency. They count.
It doesn’t matter if others think you’re wrong, or look foolish. They don’t count, especially if you’re unelected.
14. Line Up Toadies to Flack Your Line. Don’t let the truth get you down – fight back with your own version of events. That version needs a voice, and where better to look than a stable of willing sycophants? You should have people ready to comment in support of your views, on cue. Make sure they know how to divert attention from truthful, substantive issues to your town’s official (and admittedly asinine) positions.
15. Be Hypocritical. Look, it’s about time municipal officials realize terms like “hypocrisy,” or “inconsistency” are just bigoted assaults on local government. People who say these things are haters, the worst kind of haters, really: government haters.
If they understood how hard it was, they’d shut up and stay home.
Shift positions to your advantage – embrace a situational ethics. If some seek information, insist on confidentiality. If others seek confidentiality, insist on openness.
BONUS TIP: You don’t have to believe in principle, but you do have to convince others that you do.
16. Blame Outsiders. This works well in small towns with a local group that dislikes outsiders. If you have a small minority of outsiders who are different by ethnicity, or age, your prospects are even better.
The Russian Federation often blames its problems on ethnic minorities, e.g., “Our crops have failed. It must be the Uzbeks again!” Remember, some falsely believe that most of America’s problems are caused by radicals, agitators, students, misfits, vegetarians, Communists, ethnic advocacy groups, or the ACLU.
Make that false notion work for you — blaming any or all of them will seem reasonable to your core supporters.
17. New Media. Unfortunately, it’s increasingly difficult to control information merely through a small-town newspaper, local radio station, city newsletter, or city website.
Bloggers, talk radio, and local newspapers with comment boards may be beyond your control. Even a few critical remarks on a newspaper comment board will undermine your efforts at lining up support. Print was more manageable than the digital world.
You have two options, neither of which is auspicious.
First, you can create your own digital media, or have die-hard supporters do so, to broadcast your message. Unfortunately, a media savvy electorate will see many of your efforts as crude flacking of the status quo. The medium is the message, right up until the moment that it’s presented as a medium just like the old ones. Old wine won’t keep in new wine skins, so to speak.
Second, you can limit press exposure as much as possible, to avoid unfavorable commentary. You can’t control blogs, or comment boards, but you can work to limit information that will generate stories. Instead of trying to present bad news in the best light, try to squelch the news entirely.
This strategy toward silence is difficult, but it will reduce uncontrollable chatter. People can’t reply to what’s not published in the traditional press. Work as hard as you can to keep critical stories about policy from your small town newspaper – how hard can that be?
Don’t try to spin stories in advance of critical commentary, either — that’s too clever by half. You’ll be flagging your concerns, no matter how you try to hide them behind a favorable presentation.
Never, ever let your core supporters (who may rely on traditional media) see you enter an exchange or debate with a critic. Even mention of your critics should be kept from media that are friendly to you.
Strictly speaking, you have no legitimate critics. That’s impossible – you’re a public servant, someone by essence selfless and profound. You’re above so-called ‘critics.’
If you enter a debate, you might not prevail. You must always seem to prevail, especially before your friends. One slip is one slip too many. ‘Stay frosty,’ just like the characters in Aliens, who momentarily panicked when they realized that they were going to get eaten by creatures they couldn’t control. True, most got eaten anyway, but your chances will improve if you stay calm and keep the media quiet.
18. Don’t Shovel Anything that Stinks (Too Much). I know you want to get your story out, but don’t put out a weak story – that’s just a toehold for those who suspect that you’re willing to spin anything to look good. Don’t offer mediocre studies, ever – someone might check the underlying data for accuracy and reliability.
Avoid claims that can be refuted easily. Keep as much underlying data away from the public as you can!
REMEMBER: Public ignorance boosts your prospects. Your prospects are the true public interest. You know the rest…