American political consultant, author, and pollster
Frank Ian Luntz is an American political consultant, pollster, and "public opinion guru" best known for developing talking points and other messaging for various 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 was born and grew up in West Hartford, Connecticut, the son of Phyllys (née Kelmenson) and Lester Luntz, who together wrote the first American forensic dentistry textbook.His family was Jewish. He graduated from Hall High School, graduated with a bachelor of arts degree in history and political science from the University of Pennsylvania, and received a doctorate in politics from Oxford University.
Luntz has appeared as a consultant or panel member on a number of television news shows, including The Colbert Report, Capital Gang, Good Morning America, Hannity, Hardball with Chris Matthews, Meet the Press, PBS NewsHour, Nightline, The O'Reilly Factor, Real Time with Bill Maher, and The Today Show. He has written op-eds for publications such as The Financial Times, The Los Angeles Times, The New York Times, The Wall Street Journal, and The Washington Post.
He was an adjunct professor at the University of Pennsylvania from 1989 until 1996 and also taught at George Washington University and Harvard University.
Luntz's most recent work has been with Fox News as a frequent commentator and analyst, as well as running focus groups during and after presidential debates on CBSN. 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. Luntz's current company, Luntz Global, LLC, specializes in message creation and image management for commercial and political clients.
Luntz is the author of the 2007 New York Times Best Seller, "Words That Work: It's Not What You Say, It's What People Hear." His second book, "What Americans Really Want ... Really: The Truth About Our Hopes, Dreams and Fears," climbed to #6 on the New York Times Business Best Sellers list. In March 2011, Luntz released his book,"Win: The Key Principles to Take Your Business From Ordinary to Extraordinary".