Paul Bedard of the Washington Examiner has uncovered a fascinating document: an 80-page "talking points" monograph titled "Preventing Gun Violence Through Effective Messaging," written by a trio of Democratic political operatives.

The document, as Bedard writes, instructs politicians and advocates "to hype high-profile gun incidents like the Florida slaying of Trayvon Martin to win support for new gun control laws." Essentially it's a how-to book on inciting a moral panic.

"The most powerful time to communicate is when concern and emotions are running at their peak," it advises. Antigun advocates are urged to seize opportunistically on horrific crimes: "The debate over gun violence in America is periodically punctuated by high-profile gun violence incidents including Columbine, Virginia Tech, Tucson, the Trayvon Martin killing, Aurora, and Oak Creek. When an incident such as these attracts sustained media attention, it creates a unique climate for our communications efforts."

The booklet explicitly urges foes of the Second Amendment to abjure rationality in favor of the argumentum ad passiones, or appeal to emotion. "When talking to broader audiences, we want to meet them where they are," the authors advise. "That means emphasizing emotion over policy prescriptions, keeping our facts and our case simple and direct, and avoiding arguments that leave people thinking they don't know enough about the topic to weigh in."

The do's and don'ts are consistent with this advice. "Examples of power language" include: "It breaks my heart that every day in our country (state or city) children wake up worried and frightened about getting shot." "Just imagine the pain that a mother or father feels when their young child is gunned down." "The real outrage--the thing that makes this violence so unforgivable--is that we know how to stop it and we're not getting it done."