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

Quote by Frank Luntz

Topics: Frank Luntz Quotes

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

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

The advantage of working for a corporation is that it has only one message, because...

The advantage of working for a corporation is that it has only one message, because...

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

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

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

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

In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion...

In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion...

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

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

We as Americans assume that big companies are bad, and big power companies are even...

We as Americans assume that big companies are bad, and big power companies are even...

We decide based on how people look; we decide based on how people sound; we...

We decide based on how people look; we decide based on how people sound; we...

I have seen how effective language attached to policies that are mainstream and delivered by...

I have seen how effective language attached to policies that are mainstream and delivered by...

The fundamental problem for Republicans when it comes to the environment is that whatever you...

The fundamental problem for Republicans when it comes to the environment is that whatever you...

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

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

How I say it has as much of an impact on what people think of...

How I say it has as much of an impact on what people think of...

Ideology and communication more often than not run into each other rather than complement each...

Ideology and communication more often than not run into each other rather than complement each...

Politics is gut; commercials are gut.

Politics is gut; commercials are gut.

My job as a pollster is to understand what really matters.

My job as a pollster is to understand what really matters.

The Republican National Committee hired me, and they hired me because they wanted someone who...

The Republican National Committee hired me, and they hired me because they wanted someone who...

There's a lot of money with a lot of big law firms that have a...

There's a lot of money with a lot of big law firms that have a...

When I started in this business, everybody said the Democrats were the better communicators because...

When I started in this business, everybody said the Democrats were the better communicators because...

Republicans use think tanks to come up with a lot of their messages. The think...

Republicans use think tanks to come up with a lot of their messages. The think...

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

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