During the heated health care debates last year, the Washington editor of Fox News sent a memo to Fox News employees instructing them not to call it the "public option", but to call it the "government option". Why? Because polls showed that people had a much more negative reaction to "government option".
From: Sammon, Bill
Sent: Tuesday, October 27, 2009 8:23 AM
To: 054 -FNSunday; 169 -SPECIAL REPORT; 069 -Politics; 030 -Root (FoxNews.Com); 036 -FOX.WHU; 050 -Senior Producers; 051 -Producers
Subject: friendly reminder: let's not slip back into calling it the "public option"
1) Please use the term "government-run health insurance" or, when brevity is a concern, "government option," whenever possible.
2) When it is necessary to use the term "public option" (which is, after all, firmly ensconced in the nation's lexicon), use the qualifier "so-called," as in "the so-called public option."
3) Here's another way to phrase it: "The public option, which is the government-run plan."
4) When newsmakers and sources use the term "public option" in our stories, there's not a lot we can do about it, since quotes are of course sacrosanct.[Source]
It's interesting to note that he acknowledges that he admits that the term "public option" is ensconced in the nation's lexicon, but he wants his news people to avoid the phrase anyway.