PERSON: Frank Luntz

Luntz Global

Founder & President

Frank Ian Luntz (born February 23, 1962) is an American political and communications consultant and pollster, best known for developing talking points and other messaging for Republican causes. His work has included assistance with messaging for Newt Gingrich’s Contract with America and public relations support for pro-Israel policies in the Israeli–Palestinian conflict. He advocated use of vocabulary crafted to produce a desired effect, including use of the term death tax instead of estate tax, and climate change instead of global warming.

Luntz has historically frequently contributed to Fox News and CBS News (and since 2021 on CNN) as a commentator and analyst, as well as running focus groups during and after presidential debates on Fox News and CBS News. Luntz describes his specialty as “testing language and finding words that will help his clients sell their product or turn public opinion on an issue or a candidate.” He is also an author of business books dealing with communication strategies and public opinion.

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