washington business
Speaker Profile
From expert crisis communications advice to taking the pulse of voters during election cycles , Frank Luntz is a pioneer in the fields of communications and public opinion research . Working for more than 50 Fortune 500 companies and CEOs , Luntz advises on issues ranging from energy to education , retail to design . Luntz delivered the keynote address at AWB ’ s annual Spring Meeting in Spokane May 8-9 . Earlier this year , he spoke with Staff Writer Bobbi Cussins about the contentious 2016 presidential election , how the political dialogue has evolved — and not for the better — with the growing use of social media and the lesson that Seahawks ’ Head Coach Pete Carroll could teach every business leader and coach about communicating passionately and authentically in ways that engage their audience .
You help educate employers , politicians and leaders about the power of words . What made you follow that path ?
It ’ s how I grew up . I had a relatively strict Jewish mom who paid very close attention to what I said and how I said it . It determined whether or not I got the album , the toy , the book , or the chance to stay up late or go out . I learned at an early age that what I said determined how I lived . And , I ’ ve been perfecting it for the last 40 years .
In the presidential election , pollsters were criticized for getting the outcome wrong . What voter sentiments weren ’ t factored into the polls , in your opinion ?
They actually got a lot of it right . The fact is , the final Real Clear Politics average had Hillary Clinton beating Donald Trump by 3 points . She won by 2 points . So , the polling on the national level wasn ’ t that far off . The polling was really askew on the state level , particularly in the industrial Midwest , from Pennsylvania all the way to Minnesota , which had Clinton winning by significant margins and she ended up losing narrowly in those states . There are two different components that people got wrong . The first is the model . The assumption was that we would have turnout similar to 2012 , regionally and ethnically . When , in fact , rural farming areas and small towns came out in record numbers and urban areas didn ’ t turn out anywhere near the levels of the last two presidential elections . The second factor was the unwillingness of Trump voters to participate in national surveys that they thought were biased and contributed to the influence the media has on public policy . You combine both of those factors and you get some incredibly wrong projections on election night .
Many believe the political debate has become increasingly bitter . What do you think ?
Social media negativity is both a contributor and an outgrowth of American frustration and anger . I believe this was the most rancorous election of my lifetime and I think the poisonous environment is even worse today than it was over the past 12 months . Americans don ’ t listen or learn anymore . And , there ’ s no commitment to respect , civility and decency . In fact , it ’ s like the Wild-Wild West where you can say and do anything because there is no one to hold you accountable . I am very concerned about the tone and eagerness of too many people to
“ I learned at an early age that what I said determined how I lived . And , I ’ ve been perfecting it for the last 40 years .”
slash and trash their opponents . We have to stop this . If we don ’ t , our country is in trouble .
Social media , Twitter in particular , is fast becoming the hotbed for political discourse . Is a 140-character tweet the best way to discuss complex policies and have constructive dialogue ?
Absolutely not . I think we need a much more substantial discussion , a better exploration of the facts and a greater focus on solutions . And , we must recognize and acknowledge that none of us have all the ideas or plans , or even all the results we want . You have to take a little from everybody and it ’ s not happening . I use Twitter a lot . I have 225,000 followers , but I try to use it to inform rather than affirm . I try to use it to add substance through the links in my tweets , rather than the superficial commentary that so many people engage in .
Employers are increasingly demonized for their wealth generation . How would you advise an employer to talk about his / her business to humanize it ?
I blame employers to a great degree for not responding two decades ago and not educating young people about the importance of capitalism and the free-market system . I blame employers for not directly engaging in the education system , particularly in high schools , to help our young people understand the tenets and principles of economic freedom . The problem with employers is they have to make a living . They are focused on the people they serve and they don ’ t have time for all the debate and discussion . What they have come to realize is if they don ’ t participate , they will be demonized and they ’ ll be destroyed . That ’ s the first half of the answer . The second half of the answer , and I ’ m glad you called them “ employers ” because the truth is employers and employees have a lot more in common than what divides them . I think that you start with your own people , explaining to them and educating them about what it takes to make a difference to the people they serve — customers , communities , their families and the people who work there .
22 association of washington business