Sound science must be our guide in choosing which problems to tackle and how to approach them. Frank Luntz approachchooseguide Change image and share on social
One of the things that you have trouble with politicians, particularly in Washington, is when you get mad at them and you can't touch them; you can't punch them; you can't yell at them. Frank Luntz madpoliticianpunch Change image and share on social
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 committeeeyehire Change image and share on social
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 amountbigclient share on social
A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth. Frank Luntz compelemotionallyfactually Change image and share on social
We as Americans assume that big companies are bad, and big power companies are even worse. Frank Luntz americanassumebad Change image and share on social
The challenge in working in politics, particularly if you're working for a political party, is that everyone's a messenger. Frank Luntz challengemessengerparty Change image and share on social
If you're a good numbers person, you're a bad language person. Frank Luntz badgoodlanguage Change image and share on social
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 clientfelthave share on social
I don't understand why people whose entire lives or their corporate success depends on communication, and yet they are led on occasion by CEOs who cannot talk their way out of a paper bag and don't care to. Frank Luntz bagcareceo share on social
