January 9, 2007

BACK TO BASICS:

The Luntz Lexicon (SETH GITELL, January 9, 2007, NY Sun)

[Frank Luntz, who helped perfect Newt Gingrich's 1994 Contract with America that produced 12 years of Republican dominance on Capitol Hill,] has come out with a new book on communication, "Words that Work: It's Not What You Say, It's What People Hear." The current crop of Republican presidential candidates would be wise to read it.

Central to Mr. Luntz's book is a list of 10 tenets of effective communication. Some of his recommendations include using small words and succinct sentences, being credible and consistent although varying language use, using alliteration, and creating verbal imagery. He offers case studies from the public and private sector to help explain his theories. [...]

In the appendix, he writes that Republicans violated his tenets of effective communication. He uses a quote of the former majority leader, John Boehner, as an example of lifeless language: "I am working with our conference to develop a comprehensive vision, collective vision for our party. It is a long slow process" to demonstrate the party's weaknesses. Mr. Luntz writes, "At the very moment the American people were demanding real results, the Republican Majority Leader offered them incomprehensible pabulum. Where Republicans once offered vision and direction, they now offered process."


Posted by Orrin Judd at January 9, 2007 7:41 AM
Comments

Anybody who has a known fraudster like Tony Robbins shill for his book should be automatically suspect. Frank Luntz, for too long, has been the GOP's counterpart to George Lakoff.

You want public relations advice; I'll give you public relations advice: There is no such thing as bad publicity. Get your rear end on TV as much as possible, preferably saying something that sets some blow-dried mannequin on edge.

There is a reason why Ann Coulter is a media figure.

Posted by: Brad S at January 9, 2007 8:30 AM

Anybody who has a known fraudster like Tony Robbins shill for his book should be automatically suspect. Frank Luntz, for too long, has been the GOP's counterpart to George Lakoff.

You want public relations advice; I'll give you public relations advice: There is no such thing as bad publicity. Get your rear end on TV as much as possible, preferably saying something that sets some blow-dried mannequin on edge.

There is a reason why Ann Coulter is a media figure.

Posted by: Brad S at January 9, 2007 8:32 AM

The last few times I saw Luntz on TV, he seemed to be morphing into Kevin Phillips.

A lot of Republicans miss the Newt of 1989-1994. What we do not need is the Newt of 1995-1998.

Posted by: ratbert at January 9, 2007 9:55 AM
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