Explore Quotes by 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.

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.

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.

The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.

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.

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

Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.

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.

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.

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.

If you're a good numbers person, you're a bad language person.

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.

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.

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.

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

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

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.