Quotes By 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.

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.

A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.

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.

What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.

So often corporate America, business America, are the worst communicators, because all they understand are facts, and they cannot tell a story. They know how to explain their quarterly results, but they don't know how to explain what they mean.

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.

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.