Let them believe they're free.
Let them believe they know what's going on.
Give them something controversial to discuss.
Give them something they can make a fuzz about, but keep it easy to digest.
Let them think it's the only important thing around at the moment.
Make them blink to the bloodbath that is happening on their doorsteps.
Can be seen as extension to this one:
http://matrixmann.livejournal.com/95119.html