The document, drawn up by John Williams, press adviser to the then foreign secretary, Jack Straw, spells out ways to soften up the media, including "critics like the Guardian". Under the heading Not taking the UN route, Williams wrote: "Our argument should be narrow, and put with vigour – Iraq is uniquely dangerous."
In his memo, he said drafts of the dossier at the time had no "killer fact" which "proves" that "Saddam must be taken on now, or this or that weapon will be used against us." When Blair was launching the dossier three weeks later, he told parliament that intelligence had "established beyond doubt" that Iraq had WMDs.
Williams wrote: "Our target is not the argumentative interviewer or opinionated columnist, but the kind of people to whom ministerial interviews are a background hum on the car or kitchen radio. We must think Radio 5. Although the big Radio 4 programmes have to be done, we must not let them set themselves up as judge and jury."
Repeat, repeat, repeat. Here's Grant Shapps applying the same technique:
"We are still saying someone could have rent of £21,000-a-year paid by the taxpayer. How many could afford to pay that?"
Give him some credit - he even let on what he was doing.