A top US political consultant, dubbed “Dr. Evil”, has been caught on tape at an industry conference, advising oil and gas execs to regard public policy as "endless war" and to play on people's fear and greed to lobby their interests.
Richard Berman's speech, which he gave in June in Colorado
Springs, was leaked to The New York Times by one of the
participant's at the conference who said: "It just left a bad
taste in my mouth". The whistleblower asked for their
identity not to be revealed.
"If you think about it these groups: the Sierra Club - who is
the natural enemy of the Sierra Club? Who is the enemy of
Greenpeace? You know at the surface, you would love to be a group
like that because everyone should be in favor of you, who could
be against you? That’s very difficult to overcome, and they play
on that, and they trade on that, and that's our opportunity and
also our challenge. So, it is an endless war."
To win the war, the veteran lobbyist told the crowd to
"marginalize" their opponents: "You can either win ugly or
lose pretty," the founder and chief executive of the
Washington-based Berman & Company consulting firm declared,
noting that "wherever possible, I like to use humor to
minimize or marginalize the people on the other side."
"I get up every morning and I try and figure out how to screw
with the labor unions - that’s my offense. I am just trying to
figure out how I am going to reduce their brand."
According to Berman, who has waged campaigns against labor
unions, animal rights activists and environmentalists, the battle
is usually worth millions. "I think $2 to $3 million would be
a game changer," he said. "We’ve had six-figure
contributions to date from a few companies in this room to help
us get to where we are," he said, adding that anonymity is
key to success.
"People always ask me one question: ‘How do I know that I
won’t be found out as a supporter of what you’re doing?’ We run
all of this stuff through nonprofit organizations that are
insulated from having to disclose donors. There is total
anonymity. People don’t know who supports us. We’ve been doing
this for 20-something years in this regard," he explained.
The June 2014 Western Energy Alliance conference featured
representatives from Anadarko Petroleum, Halliburton Company,
ExxonMobil, Devon Energy, and Noble Energy.
According to the New York Times, Berman has recently solicited up
to $3 million from oil and gas industry executives to finance an
advertising and public relations campaign called Big Green
Radicals.
Berman said that a sure way to win public support on this or that
issue is to confuse people to the point where they can't tell
right from wrong and finally give up.
A vice president of Berman & Company, Jack Hubbard, suggested
"branding" entire movements, such as anti-fracking
movements, as "not credible."
"What we wanted to do is brand the entire movement behind
this as not being credible and anti-science."
"Fear and anger have to be part of this campaign. If you want
to win, that's what we're going to do. We're not going to get
people to like the oil and gas industry over the next few
months," Berman stated.
"If you want a video to go viral, have kids or animals,"
he remarked, showing a spot his company created featuring
schoolchildren taking part in a mock union election — to imply
that union bosses have "childish" elections.
"There is nothing the public likes more than tearing down
celebrities and playing up the hypocrisy angle," Mr. Hubbard
wrapped up.