"Gov. Scott Walker said... he should have done more to prepare the public for his plan to eliminate most collective bargaining for public employees."

Milwaukee Journal Sentinel reports:

"We had not built enough of the case" for the sweeping plan, Walker said...

"What I should have done, from a political standpoint, was build that case sooner"....

"They defined it as a rights issue," Walker said. "It's not a rights issue. It's an expensive entitlement." 

He's saying he let the other side frame the issue, and he should have gotten out in front with his framing. I know conservatives love to read Saul Alinsky and appropriate advice that was originally written to further lefty causes. Now, it sounds like Walker has been reading George Lakoff stuff about "framing":

[T[he progressive worldview is modeled on a nurturant parent family. Briefly, it assumes that the world is basically good and can be made better and that one must work toward that. Children are born good; parents can make them better. Nurturing involves empathy, and the responsibility to take care of oneself and others for whom we are responsible. On a larger scale, specific policies follow, such as governmental protection in form of a social safety net and government regulation, universal education (to ensure competence, fairness), civil liberties and equal treatment (fairness and freedom), accountability (derived from trust), public service (from responsibility), open government (from open communication), and the promotion of an economy that benefits all and functions to promote these values, which are traditional progressive values in American politics.

The conservative worldview, the strict father model, assumes that the world is dangerous and difficult and that children are born bad and must be made good. The strict father is the moral authority who supports and defends the family, tells his wife what to do, and teaches his kids right from wrong. The only way to do that is through painful discipline - physical punishment that by adulthood will become internal discipline. The good people are the disciplined people. Once grown, the self-reliant, disciplined children are on their own. Those children who remain dependent (who were spoiled, overly willful, or recalcitrant) should be forced to undergo further discipline or be cut free with no support to face the discipline of the outside world.

Lakoff pushes liberals to get their "frame" into the public's head. Walker is saying he wishes he'd pushed the conservative frame. Walker seemed to assume that people understood the problem the way he did and would — after the election — trust him to do what he thought was needed. He wasn't sufficiently into propaganda, he's essentially saying. To say that, of course, is a form of propaganda (because he's subtly flattering himself). But if the other side is aggressively propagandizing, don't you have to enter the fray and counterpropagandize? You have to keep talking to people, even when you have the power to act quietly and industriously, getting things done.