Within Red Herring
Why Shocking Distractions Work
A shocking new topic can dominate attention even when observers recognize that it has not answered the damaging question.
On this page
- What the dead cat tactic is meant to do
- How media attention rewards dramatic diversions
- How to return to the unanswered issue
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Introduction
A “dead cat” distraction is a specialised form of red herring used in political debate. The tactic aims to shift public and media attention away from a damaging issue by introducing something so shocking, provocative, or emotionally charged that everyone starts talking about the new topic instead. Even when observers recognise that the new issue does not answer the original criticism, attention often moves anyway. The success of the tactic depends less on persuasion than on agenda control: if journalists, opponents, and voters spend their time discussing the “dead cat”, they spend less time examining the problem that created political trouble in the first place. [Wikipedia]WikipediaDead cat strategyDead cat strategy
Within the broader family of red herrings and argument diversions, the dead cat tactic is distinctive because it is designed for a media environment where attention is scarce and controversy spreads rapidly. It is not merely changing the subject; it is changing the subject with something dramatic enough to dominate the conversation. [Wikipedia]WikipediaDead cat strategyDead cat strategy
What the dead cat tactic is meant to do
The phrase “throwing a dead cat on the table” entered political discussion through an explanation popularly associated with political strategist Lynton Crosby and later described publicly by Boris Johnson. The metaphor is simple. If a discussion is going badly because the facts are against you, introduce something startling enough that everyone begins discussing the new development rather than the original problem. [Wikipedia]WikipediaDead cat strategyDead cat strategy
The tactic serves three related purposes:
- Interrupting a damaging news cycle.
- Forcing opponents onto unfamiliar terrain.
- Reducing scrutiny of the original issue.
| Importantly, a dead cat does not have to prove anything or resolve any criticism. Its purpose is to alter the distribution of attention. A politician facing difficult questions about competence, ethics, policy failures, or leadership may benefit simply because journalists now have a more dramatic story to cover. [Wikipedia]WikipediaDead cat strategyDead cat strategy [Mick Ord]mickord.compublic relations the dead cat strategyMick Ord | Mick OrdPublic Relations – The Dead Cat Strategy9 Dec 2021 — The Dead Cat Strategy – or 'Dead Catting – is the introduction of…</span></span></span> | Mick Ord |
This feature distinguishes dead cat distractions from ordinary rebuttals. A rebuttal attempts to answer a criticism. A dead cat attempts to make the criticism less visible.
How media attention rewards dramatic diversions
The effectiveness of dead cat tactics depends heavily on modern media incentives. News organisations compete for audience attention, and surprising developments often attract more interest than complex policy disputes. A shocking accusation, controversial statement, or unexpected announcement can therefore displace coverage of the original issue even when its relevance is doubtful. [influenceonline.co.uk]influenceonline.co.ukwhen is a dead cat not a dead catBut some distractions are more effective than others.Read more…
Political communication scholars frequently note that media systems reward novelty, conflict, and emotional intensity. A technical discussion about budget overruns, procurement failures, or regulatory decisions may struggle to compete with a sensational allegation or provocative remark. The result is that the diversion can become the headline while the unanswered question becomes a secondary story. [Wikipedia]WikipediaDead cat strategyDead cat strategy
The mechanism works through several stages:
- A damaging issue begins attracting scrutiny.
- A dramatic new event or statement appears.
- Journalists cover the more attention-grabbing development.
- Opponents respond to the new controversy.
- Public discussion shifts away from the original problem.
Notice that none of these steps requires the audience to be fooled. People may openly recognise the manoeuvre and still spend days discussing it. In that sense, dead cat tactics exploit attention rather than belief. [Prospect]prospectmagazine.co.ukProspectDear journalists: please stop calling everything a "dead cat"Nov 19, 2019 — It's comforting to imagine political blunders are act…
Historical examples and recurring patterns
The term became especially prominent in British political commentary during debates about campaign strategy and media management. Commentators frequently pointed to moments when highly provocative claims appeared just as governments or political leaders faced uncomfortable scrutiny. Analysts have cited episodes from UK election campaigns, debates surrounding Brexit, and various controversies involving senior political figures as examples of attempted dead cat manoeuvres. [The Guardian]theguardian.comThe GuardianHow Lynton Crosby (and a dead cat) won the election20 Jan 2016 — In May 2015, David Cameron was swept to victory in defiance… [Sky]news.sky.comSky NewsBoris Johnson resigns: Prime minister's 'dead cat' strategy…8 Jul 2022 — Sky's Jon Craig looks back at Boris Johnson's rollerc…
Observers have also applied the concept beyond Britain. Political commentators have used it to interpret dramatic interventions in Australian and American politics, particularly when unexpected statements seemed to redirect coverage from ongoing controversies. The label has become common enough that journalists sometimes debate whether a particular controversy is genuinely strategic or merely a political mistake that attracted attention. [Wikipedia]WikipediaDead cat strategyDead cat strategy [News.com.au]news.com.auDead cat strategy: Truth behind PM's $4m Copacabana…4 days ago — Former UK Prime Minister Boris Johnson called it the dead cat strategy…
That debate matters because not every shocking event is a dead cat. Sometimes politicians make errors, speak impulsively, or create controversies unintentionally. A key question is whether the new issue functions primarily as a diversion from a specific damaging topic. Critics have warned that journalists can overuse the label by treating every unusual political event as evidence of sophisticated strategic planning. [Prospect]prospectmagazine.co.ukProspectDear journalists: please stop calling everything a "dead cat"Nov 19, 2019 — It's comforting to imagine political blunders are act…
Why the tactic sometimes fails
Dead cat distractions are not guaranteed to work. They rely on the assumption that attention can be redirected more easily than problems can be solved. Several conditions can undermine the strategy.
First, the original issue may be too significant to disappear. Major scandals, legal investigations, or crises with ongoing consequences often continue generating news regardless of attempts at diversion. [The Washington Post]washingtonpost.comboris johnson dead cat party zelenskyThe Washington PostBoris Johnson is a master of distraction. What if that stops…15 Apr 2022 — His 'dead cat' strategy failed to preven…
Second, journalists may explicitly identify the manoeuvre. Once reporters begin asking whether a new controversy is a distraction, the tactic itself can become part of the story. The audience then discusses both the shocking event and the unresolved issue it was supposedly meant to obscure. [Prospect]prospectmagazine.co.ukProspectDear journalists: please stop calling everything a "dead cat"Nov 19, 2019 — It's comforting to imagine political blunders are act…
Third, repeated use reduces effectiveness. If political actors constantly rely on dramatic diversions, audiences may become more sceptical and less willing to abandon the original topic. What once looked surprising can become predictable. [influenceonline.co.uk]influenceonline.co.ukwhen is a dead cat not a dead catBut some distractions are more effective than others.Read more…
How to return to the unanswered issue
The most effective response is usually not to ignore the shocking diversion entirely. If the new topic genuinely matters, it deserves discussion. The challenge is preventing it from replacing the original question.
Several techniques help:
- Restate the original issue clearly. Identify the specific question that remains unanswered.
- Separate relevance from importance. A new controversy may be important while still failing to address the earlier criticism.
- Track the timeline. Ask what issue dominated discussion immediately before the dramatic intervention.
- Require direct answers. Repeatedly return to the unresolved claim, evidence, or decision under examination.
- Discuss both topics if necessary. The presence of a new controversy does not eliminate the need to address the previous one.
| For analysts, journalists, and citizens, the central question is not whether the dead cat is interesting. It often is. The critical question is whether the attention-grabbing development has actually resolved the issue that prompted scrutiny in the first place. If it has not, then the diversion may be functioning as a classic red herring: a dramatic side path that leaves the original argument untouched. [Wikipedia]WikipediaDead cat strategyDead cat strategy [Mick Ord]mickord.compublic relations the dead cat strategyMick Ord | Mick OrdPublic Relations – The Dead Cat Strategy9 Dec 2021 — The Dead Cat Strategy – or 'Dead Catting – is the introduction of…</span></span></span> | Mick Ord |
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Endnotes
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Source: Wikipedia
Title: Dead cat strategy
Link: https://en.wikipedia.org/wiki/Dead_cat_strategy -
Source: mickord.com
Title: public relations the dead cat strategy
Link: https://www.mickord.com/public-relations-the-dead-cat-strategy/Source snippet
Mick Ord | Mick OrdPublic Relations – The Dead Cat Strategy9 Dec 2021 — The Dead Cat Strategy – or 'Dead Catting – is the introduction of...
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Source: influenceonline.co.uk
Title: when is a dead cat not a dead cat
Link: https://influenceonline.co.uk/2021/12/14/when-is-a-dead-cat-not-a-dead-catSource snippet
But some distractions are more effective than others.Read more...
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Source: news.sky.com
Link: https://news.sky.com/story/boris-johnson-resigns-prime-ministers-dead-cat-strategy-failed-so-how-did-he-use-up-his-nine-lives-12520068Source snippet
Sky NewsBoris Johnson resigns: Prime minister's 'dead cat' strategy...8 Jul 2022 — Sky's Jon Craig looks back at Boris Johnson's rollerc...
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Source: news.com.au
Link: https://www.news.com.au/national/politics/dead-cat-strategy-truth-behind-pms-4m-copacabana-bombshell-amid-major-tax-changes/news-story/f35bb142f04ebcd4009930ad09aedb14Source snippet
Dead cat strategy: Truth behind PM's $4m Copacabana...4 days ago — Former UK Prime Minister Boris Johnson called it the dead cat strategy...
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Source: wordhistories.net
Title: dead cat strategy
Link: https://wordhistories.net/2023/03/24/dead-cat-strategy/Source snippet
'dead-cat strategy': meaning and origin24 Mar 2023 — The expression dead-cat strategy denotes the strategy consisting, for a politician...
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Source: theguardian.com
Link: https://www.theguardian.com/politics/2016/jan/20/lynton-crosby-and-dead-cat-won-election-conservatives-labour-intellectually-lazySource snippet
The GuardianHow Lynton Crosby (and a dead cat) won the election20 Jan 2016 — In May 2015, David Cameron was swept to victory in defiance...
Published: May 2015
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Source: prospectmagazine.co.uk
Link: https://www.prospectmagazine.co.uk/politics/39522/dear-journalists-please-stop-calling-everything-a-dead-catSource snippet
ProspectDear journalists: please stop calling everything a "dead cat"Nov 19, 2019 — It's comforting to imagine political blunders are act...
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Source: washingtonpost.com
Title: boris johnson dead cat party zelensky
Link: https://www.washingtonpost.com/outlook/2022/04/15/boris-johnson-dead-cat-party-zelensky/Source snippet
The Washington PostBoris Johnson is a master of distraction. What if that stops...15 Apr 2022 — His 'dead cat' strategy failed to preven...
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Source: theguardian.com
Title: dead cats and hairdryers dominic cummings evidence to covid inquiry
Link: https://www.theguardian.com/uk-news/2023/nov/01/dead-cats-and-hairdryers-dominic-cummings-evidence-to-covid-inquirySource snippet
Dead cats and hairdryers: Dominic Cummings' evidence to...1 Nov 2023 — Dominic Cummings spent hours being grilled by Covid inquiry lawye...
Additional References
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Source: linkedin.com
Link: https://www.linkedin.com/pulse/dead-cat-strategy-why-we-dont-chase-brian-tinsman-xkxbeSource snippet
'Dead Cat Strategy' & Why We Don't Chase ItThe term comes out of British politics, where Australian campaign strategist Lynton Crosby (an...
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Source: labourmovementforeurope.uk
Link: https://www.labourmovementforeurope.uk/matt_hancock_employs_the_dead_cat_strategySource snippet
Matt Hancock employs the 'dead cat' strategyThe dead cat strategy was invented by the Tories' election guru Lynton Crosby, but it was exp...
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Source: politics.co.uk
Title: the dead cat strategy how tories hope to win the next election
Link: https://www.politics.co.uk/blogs/2013/11/24/the-dead-cat-strategy-how-tories-hope-to-win-the-next-election/Source snippet
The dead cat strategy: How Tories hope to win the next...24 Nov 2013 — Labour can expect to see plenty more dead cats thrown on their ta...
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Source: sussexbylines.co.uk
Title: in politics dead cats may be bigger than you think
Link: https://sussexbylines.co.uk/world/in-politics-dead-cats-may-be-bigger-than-you-think/Source snippet
In politics, dead cats may be bigger than you think19 Aug 2023 — Tom Serpell, explaining the dead cat strategy, argues that Johnson made...
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Source: reddit.com
Link: https://www.reddit.com/r/wikipedia/comments/1qz7ig6/the_dead_cat_strategy_also_known_as_deadcatting/Source snippet
liberately making a shocking announcement to divert media...Read more...
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Source: facebook.com
Link: https://www.facebook.com/DrTonyLeachon/posts/the-dead-cat-strategy-created-by-governments-amplified-sometimes-by-mediatony-le/1468258804747632/Source snippet
g AFP, Yung Philippine Army, Yung PNP? Ombudsman? DOJ? COA? COMELEC...
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Source: instagram.com
Link: https://www.instagram.com/reel/DPtlIzXDKyT/Source snippet
ent his entire life exposing how governments and media...
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Source: facebook.com
Link: https://www.facebook.com/DetroitNews/posts/deadcatting-is-a-political-strategy-of-saying-something-extreme-to-divert-the-at/1324222583075342/Source snippet
the attention, like throwing a dead cat on the table...
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Source: samf.substack.com
Title: Sam Freedman It’s not a dead cat!
Link: https://samf.substack.com/p/its-not-a-dead-catSource snippet
Sam FreedmanIt's not a dead cat! - by Sam FreedmanWe have our Prime Minister to blame for introducing this dread phrase into the British...
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Source: youtube.com
Link: https://www.youtube.com/watch?v=HGKtx1H9yeYSource snippet
Andrew has imperilled the monarchy – can William and Kate save it? | The Daily T...
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