The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it. Frank Luntz
The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion. Frank Luntz
The language of America changed with the election of Bill Clinton, because with all due respect to my friends on the Republican side, Bill Clinton is the best communicator of the last 50 years. He felt your pain. Frank Luntz
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. Frank Luntz
The Republican National Committee hired me, and they hired me because they wanted someone who could look members straight in the eye and tell them the truth. Frank Luntz
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. Frank Luntz
There are words that work, that are meant to explain and educate on policies that work, on products that work, on services that work. I'm not going to ever try to sell a lemon. I don't do that. Frank Luntz
There's a lot of money with a lot of big law firms that have a tremendous amount at stake by getting the right language to convince the right jury that my client is either innocent or that the opposition is guilty. Frank Luntz
There's a problem with political polling in that you have so much pressure to do what your client wants you to do and say what your client wants you to say. I've never felt that pressure. I am independent of the political parties. Frank Luntz
We as Americans and as humans have very selective hearing and very selective memory. We only hear what we want to hear and disregard the rest. Frank Luntz
We decide based on how people look; we decide based on how people sound; we decide based on how people are dressed. We decide based on their passion. Frank Luntz
When I started in this business, everybody said the Democrats were the better communicators because they sounded like social workers, and Republicans were awful because they sounded like morticians. In some cases. they actually dressed like morticians. Frank Luntz
Words can sometimes be used to confuse, but it's up to the practitioners of the study of language to apply them for good and not for evil. It is just like fire; fire can heat your house or burn it down. Frank Luntz
