Frank Luntz
Frank Luntz
Frank I. Luntzis an American political consultant, pollster, and "public opinion guru" best known for developing talking points and other messaging for various Republican causes. His work has included assistance with messaging for Newt Gingrich's Contract with America, promotion of the terms death tax instead of estate tax and climate change instead of global warming, and public relations support for pro-Israel policies in the Israeli-Palestinian conflict...
NationalityAmerican
ProfessionPolitician
CountryUnited States of America
lying important clarity
You cannot lie ever, because a lie destroys the credibility of the product, and credibility is more important than anything. Credibility's even more important than clarity.
fundamentals environment problem
The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.
support irs guarantees
Nothing guarantees more applause and more support than the call to abolish the IRS.
powerful believe community
Believe in better is one of the most powerful words you can use in the business community.
regret sadness important
While it is important to trash the governor, it should be done in the context of regret, sadness and balance.
execution principles different
The principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different.
pain disappointment regret
There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That's not what the American people want to hear.
people passionate language
I have seen how effective language attached to policies that are mainstream and delivered by people who are passionate and effective can change the course of history.
passion emotional vacation
It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional. When we are happy, we are not [rational]. In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion is good; passion is good. Being into what we're into, provided that it's a healthy pursuit, it's a good thing.
thinking stronger how-you-feel
Eighty percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think. I can change how you think, but how you feel is something deeper and stronger, and it's something that's inside you.
differences people climate
Some people call it global warming; some people call it climate change. What is the difference?
believe political innovation
Believe in better, which is a corporate phrase rather than a political phrase. We don't want more. We're not looking for quantity. We're looking for quality. Believe in better suggests intergenerational change. It suggests product innovation. It suggests something better for the future.
reality color mad
To Americans, Washington is a giant cesspool. It's no wonder almost half of Americans (47%) now agree with the statement 'I'm mad as hell and I'm not going to take it anymore.' It's us (the people) versus them (the politicians), and it doesn't matter what primary color you wear [...] I was involved in the 1994 elections, and I will never forget the arrogance of the Democrats back then, and how they refused to accept the electoral reality facing them. It is no different today.
communication thinking use
Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen.