Wednesday, January 5, 2011

Frank Luntz on Newt's communication

From 2004:
The change in Republican language began with Newt Gingrich in 1994, and while much of his communication still came across as angry and partisan, when Newt was speaking about policy and not talking about those who opposed him, there was none better, and there has been none better. Newt Gingrich had the ability to explain a very complicated process in very clear-cut, common-sense ways, unlike anyone I've ever seen. He explained the difference between taxing and spending. He explained the difference between investment and savings. He explained the difference between a weak foreign policy and a strong one. This is a guy who knew how to articulate a philosophical point of view in a way that just made sense. And if it wasn't coming from Newt Gingrich, you believed it; you absolutely supported it. The problem with Gingrich was he was too angry in some of his communication.
Newt has gone a long way, in my opinion, of moderating his tone and doing certain things that help him appeal to those in the middle. How successful those efforts have been will likely determine if Gingrich becomes the Republican nominee or even the next President.

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