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The way you communicate an idea is different than the way you communicate a product.
Frank Luntz
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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 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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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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Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.
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