Frank Luntz

Sound science must be our guide in choosing which problems to tackle and how to approach them.

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.

I've done reasonably well over the last 10 years because I took the strategy of language and politics and applied it to the corporate world, which has never been done before.

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

The challenge in working in politics, particularly if you're working for a political party, is that everyone's a messenger.

Politics is gut commercials are gut.

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.

Ideology and communication more often than not run into each other rather than complement each other. Principle and communication work together. Ideology and communication often work apart.

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.

The way you communicate an idea is different than the way you communicate a product.

Some people call it global warming some people call it climate change. What is the difference?

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.