"Oh, Lordy:" Messaging a Budget Crisis

Michael Widmer is not a man prone to hyperbole. By his nature, his demeanor and his professional stature, the man is conservative. Widmer is the president of the Massachusetts Taxpayers Foundation and the go-to source for elected officials, policy wonks and journalists alike on all matters of state finance.

In reaction to The Boston Globe report that state revenues may dip $200 million for September alone, Widmer’s reaction was “Oh, Lordy.” That kind of reaction from a buttoned-up guy like Widmer will be, for many on Beacon Hill this morning, a true choke-on-the-Cheerios moment.

Reps, Senators, and Governor Deval Patrick, have heard the critics in the months since they raised the sales tax. Many have been walking with fingers and toes crossed every day hoping that new sales tax revenue would be enough to end the year in the black.

Well, dawn breaks and Widmer howls. The ugly truth is that many budget prognosticators said the sales tax hike wouldn’t be enough to close the gap. Now the elected officials are all closer to reelection time and are even more scared about raising taxes as Patrick’s opponents circle the wagons.

So what to do? Well, this, like most public affairs challenges, isn’t just policy and politics, it’s about good communications. And, believe it or not, today’s “Oh, Lordy” Globe moment is a great start for all of them.

Whoever decided to let loose to the press yesterday that there might be a $200 million hole in September revenues should get a gold star today. The sky can’t be falling every day but, when it really is, better get word out to the masses quickly. This helps lay the groundwork for future pain.

Now it’s time to keep up the communications on several fronts.

Let Tales of Woe Come Forth. Stories should emerge soon of just what kind of sacrifices state program managers will have to make if said $200 million shortfall happens and no taxes are raised. What will happen to homeless programs? What about the health care to those illegal immigrants? Will fire stations really shut down?

Let Tax Proposals Air Out … really. The Speaker and Senate President should let the liberals off the leash, for a bit. Let someone come out, soon, and propose new taxes. Context is important and, whether you pass the tax hikes or not, letting the public gnaw on those two choices a bit can’t hurt. If for no other reason that a serious look at new taxes might mean people are more willing to support deep cuts, having a debate could help.

Bring in the Critics … REALLY. The Republicans and challengers to Governor Deval Patrick will be all over the airwaves with the ‘I Told You So’ dance on state spending. Would be wise for Democrats to co-opt them now, particularly if they don’t think they want to raise taxes, and team up for a season of deep cutting. It might not happen with the gubernatorial candidates but Republicans in the House and Senate could come to the table if leadership shows they are serious about making smart cuts.

These are dicey times on the Hill and everyone elected is worried about their job. And, as the stakes get higher and higher, it becomes more and more important to communicate decisions the right way – and to avoid those “Oh, Lordy” moments at all costs.