Tip Sheet: Communicating To The Masses: It’s All About Word Choice

Frank Luntz is often credited with playing a key role in developing the language or words that helped the Republicans regain political power in Washington, whether it was working with Newt

Gringrich and his Contract with America in the 1990s or with the election and reelection of George W. Bush. Many members of the opposition party pine for a Democratic version of Luntz to assist them

in winning the hearts and minds of more voters. For instance, Al Franken, now a candidate for governor of Minnesota, asks why the Republicans have Paul McCartney composing their music, while the

Democrats are stuck with Yoko Ono.