Frank Luntz

Frank I. Luntz (born February 23, 1962) 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'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.