What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.
From Frank Luntz
Some people call it global warming; some people call it climate change. What is the difference?
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.
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.
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 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.
Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.
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.
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.
The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.
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