Luntz, their messaging guru spends most of his time working with focus groups.
He then comes up with the best ways and words to use in framing things.
He coined and promoted the usage of DemocRAT Party instead of our real name Democratic Party.
He coined pro life instead of anti abortion.
He coined the use of “class warfare” when Dems mention higher taxes on the wealthy.
He coined many other things as well.
And above all, he taught them all to stay on message and read from the same playbook.
He used to (because I saw one once) send out daily morning talking points to Repub office holders and their friends in the conservative media.
He also teaches ....repetion, repetition, repetition.
And, he tells office holders and spokesmen when being interviewed or questioned to always answer the question they wanted asked and not the one that was actually asked.
It’s called “the pivot”. Pivoting from a bad topic to a good one for you.
An example would be:
“Senator, how do you respond to reports that you are misusing campaign funds”
“I’m glad you asked that because fiscal responsibility has always been important to so many areas of concern in our country. That’s why my campaign is fighting so hard for a balanced budget amendment”.
Or:
“Senator what do you say to allegations of your marital infidelity?”
“I’m so glad you asked me that because my beautiful wife of 32 years, Betty Jeane and I have wanted to address just how important the family unit is to this country. Did you know that now over 50 per cent of children are being raised without both a mother and father in the home.”
Part of why these things work is the questions themselves.
Those questions above gave some wiggle room and opportunity to pivot.
The questions should have been more direct and close ended.....
“Senator have you or your staff ever misused campaign funds?”
“Senator, have you ever been unfaithful to your wife?”
If they still pivot or don’t give a direct yes or no answer, the interviewer must follow up again.
“Senator, with all due respect, you did not answer the simple yes or no question. Have you cheated on your wife”.
This is not rude or inappropriate. This is a reporters JOB. Yes, an uncomfortable part. But, the job nevertheless. The Frank Luntz people know that reporters would rather ask long winded questions that give them more air time and make them look like they are very smart. But what they really do is give politicians opportunities for wiggle room.
Hey reporters, please Just ask straightforward yes or no short questions.
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