As an aside, I've been involved in GOP politics here in Indiana for 18 years, and I think that the situation in WI presents a good opportunity for what's called a "false flag" operation. If you could employ an associate who pretends to be sympathetic to the unions' cause to physically attack you (or even use a firearm against you), you could discredit the public unions. Currently the media is painting the union protest as a democratic uprising and failing to mention the role of the DNC and umbrella union organizations in the protest. Employing a false flag operation would assist in undercutting any support that the media may be creating in favor of the unions.
He's just one guy. So it's probably unfair to read too much into the fact that he lists his 18 years of experience working in GOP politics as his experience for doing this sort of stuff. But this is a very matter of fact, down to earth language and advice. Sort of like telling them to get some good thirty second ads on the air. I don't get the sense he's speaking in jest.
Here's the whole story. It really makes you wonder.