New Word Order
A political spinmeister takes his way with words to the corporate world.
By
Carol Tice
When you're talking to Frank Luntz, choose your words carefully. Under the famed--and infamous--Republican wordsmith and pollster's tutelage, his party dubbed oil drilling "energy exploration," and the estate tax became the ominous-sounding "death tax."
Luntz has worked with major corporations on their messages, too, and has distilled his advice into Words That Work--It's Not What You Say, It's What People Hear.
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