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There are words that work, that are meant to explain and educate on policies that work, on products that work, on services that work. I'm not going to ever try to sell a lemon. I don't do that.
Frank Luntz
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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.
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The way you communicate an idea is different than the way you communicate a product.
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The Republican National Committee hired me, and they hired me because they wanted someone who could look members straight in the eye and tell them the truth.
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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.
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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.
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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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The challenge in working in politics, particularly if you're working for a political party, is that everyone's a messenger.
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The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it.
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Sound science must be our guide in choosing which problems to tackle and how to approach them.
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Some people call it global warming; some people call it climate change. What is the difference?
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So often corporate America, business America, are the worst communicators, because all they understand are facts, and they cannot tell a story. They know how to explain their quarterly results, but they don't know how to explain what they mean.
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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.
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