In the second installment of the text version of the Luntz Republican playbook, Frank tells us how to establish the ever-important context and tone for our messages.

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SETTING THE CONTEXT AND TONE:

OVERVIEW

Although Republicans and Democrats share most of the same hopes and fears, they frequently look at issues from completely different perspectives. So what do the vast majority of Americas really want?

TEN CONTEXTUAL KEYS

1) Symbols of America are as important as words. From the Statue of Liberty to the Lincoln Memorial to the American Bald Eagle, what you show can be as important as what you say. Use symbols to help convey your agenda more powerfully.

2) Talk about the principles of democracy and justice and explain how they fit into your policies. The public is ready for a philosophical discussion if you link philosophy to their day-to-day concerns.

3) It's time for the GOP to tackle and own the principle of fairness. Define fairness as "equality of opportunity."

4) When you speak of American ownership, be sure to frame it with the lens of opportunity. Ownership is limited, but THE OPPORTUNITY OF OWNERSHIP is limitless and the very definition of the American Dream.

5) People want politicians who will humanize, personalize and individualize their policies, as well as politicians who talk about "the next generation."

6) It is perfectly acceptable, if not imperative, that you address this values debate. And yes, it is FAMILY VALUES that Americans want and expect to see in you and in your policies.

7) Express the day-to-day concerns of your constituents on a local/neighborhood level. No doubt you do, but you have to both show this and talk about it.

8) You need to be FOR something rather than just AGAINST something.

9) Talk about "a more effective government" rather than no government, as well as a renewed focus on "goals and results, not partisanship or politics."

10) Start and end with ACCOUNTABILITY. It Matters most.

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THE TONE & CONTEXT

This is different from all the other chapters in this New American Lexicon because it is meant to be more contextual than linguistic. It is my belief that if you get the tone correct, the words will surely follow.

1) The Power of Symbols. As you are well aware, communication does not exist solely in our words, either written or spoken. Americans draw upon a shared well of symbols, images that evoke concepts fundamental to our country. As our policies are produced with these concepts in mind -- freedom, liberty, opportunity -- there are timeless American images that match them. Communicating policies within their context and harnessing these symbols to match their principles is perhaps the most powerful form of communication there is.

When you speak of the 2005 legislative agenda, do not be afraid to wax poetic about this link between American icons of freedom and opportunity and the very legislation that you are discussing. It will not seem trite. It will not appear sordid. Indeed, it will resonate with a power that cannot match that of your words and phrases. Language is your base. Symbols knock it out of the park.

That being said, not all symbols are created equally. Some pack more of a punch than others, and our research has shown us precisely those that work, and those that don't.

First, you will never find any symbol as powerful as the American flag. The flag is in many ways an American Rorschach test - the inkblot upon which Americans project their ideals of America. It is both too easy and too vague at the same time.

Instead, you would do well to emphasize two other symbols of America that imply more specific ideals. The Statue of Liberty specifically symbolizes both freedom and opportunity -- two inherent principles of the conservative party, while also appealing to our nation of immigrants. When asked, 64% of Americans chose the Statue of Liberty as one of the greatest symbol of America and American patriotism. That is why we chose Lady Liberty as the cover picture of this document.

Next in preference is the American Bald Eagle. It speaks to American independence, American exceptionalism and American power. It too implies conservative philosophies of strength and self-sufficiency.

The American people cannot always be expected to directly grasp the connection between your policies and your principles. Symbols bridge this gap, so use them, and use them liberally.

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2) Get back to the fundamentals of America: DEMOCRACY and JUSTICE. As important as American symbols are the core fundamental American principles -- those components of the distinctively American creed we set forth in Philadelphia. They too must be harnessed for their own power. At the top of the list in the American mindset are Democracy (52%) and Justice (40%). These principles above all others should be essential components of the communications agenda. You must explain to voters precisely how your policies fit into American ideals of democracy and justice. Whether it is Social Security reform or outsourcing, tax simplification or energy, you must be prepared to incorporate them into these principles. If you can’t, you could lose the rhetorical fight before it has even begun.

Now I'm going to list some of the most fundamental principles of America. All of these are very important, but which is the SINGLE MOST important principle? (Combined First and Second Choices)

52% - DEMOCRACY
40% - JUSTICE
31% - EQUALITY
29% - OPPORTUNITY
22% - SECURITY
21% - FAIRNESS
4% - DON'T KNOW / REFUSED

3) When you talk about FAIRNESS, talk about OPPORTUNITY. Quite honestly, we expected the principle of fairness to test better. It didn’t, but that doesn't mean you can dismiss it. Just because it isn’t number one doesn’t mean that you can neglect it. The Democrats have their fair share of communicators who can rally Middle America by appeals to fairness. Remove that capability and you will have the majority for a generation.

In a recent poll for the U.S. Chamber of Commerce, we gave Americans three definitions of fairness and asked them to choose the one they agreed with the most. The Number One answer:

"Fairness means that every American bas the chance to succeed even if the ultimate outcome may vary."

This underscores the common liberal/conservative debate over equality of opportunity versus equality of outcome. Americans believe in equal opportunity and reject programs that seek equal outcomes. The American people are, after all, realists at heart. So when you talk about fairness, talk about it in this context.

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4) The POWER of OPPORTUNITY: "THE OPPORTUNITY OF OWNERSHIP. The Bush administration has wisely chosen to encapsulate their legislative agenda in a unifying theme of ownership. This is wise as it provides context and thematic undertones for their policies. However, there is a way to add to its inherent appeal -- add opportunity. The notion of opportunity tests better than ownership, and the two together test better than either individually.

5) “Compassionate Conservatism" still works. And so does the appeal for limited government. But describe it, don't say it. President Bush's convention address marked the return of his primary campaign theme of 2000 ­ compassionate conservatism. But he added a twist that you should definitely consider: a definition of the role of government as both positive and limited:

BUSH WORDS THAT WORK

"I am running for President with a clear and positive plan to build a safer world and a more hopeful America. I am running with a compassionate conservative philosophy that government should help people improve their lives, not try to run their lives."

The days of the campaign against Big Government are over. Americans have come to accept and expect some positive role for government in making things better (we lost that one), but not at the expense of our personal freedom and choices (here, we won). And that's the key to differentiating Bush's success from Kerry's failure. Compassionate conservatism speaks to both aspirations.

Our objective for and our vision of government offers more choices, more opportunities, and more freedom. Give them an example of where government doesn't work and then one where it does - and all of it set in the context of the future. Consider the following;

GOP WORDS THAT WORK

The debate over whether government is the problem or the solution is old-fashioned and outdated. We have sought a new and better approach. Every day we ask ourselves how government can be of assistance in freeing and strengthening the AMERICAN SPIRIT.

[EXAMPLE]

We want to set free the hope and opportunity of American ingenuity and AMERICAN INNOVATION.

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And this concept can extend beyond the theoretical level -- it can be ably applied to Americans' everyday lives, as shown by (Maryland's) Lt Governor Steele's words to the Republican delegates in New York:

STEELE WORDS THAT WORK

"I am, like many of you, a 20th century parent trying to raise 21st century kids. I realize that my responsibility for them doesn't end when I bundle them up, kiss their foreheads and send them off into the world.

If we expect to succeed, if we expect our children to succeed, we must look to ourselves and not to government to raise our kids, start our business, or provide care to our aging parent. What government can do is give us the tools we need and then get out of the way and let us put our hopes into action!"

6) The Democrats have attempted to redefine values and faith. - Yon can't let them. Several speakers at the Democratic convention addressed the value of faith -- but without overt religious appeals. In fact, they specifically attacked those who speak of religion or spirituality, an indirect assault on much of the GOP base. A majority of swing voters do not attend church weekly, and this appeal was, well, appealing:

DEMOCRAT WORDS THAT WORK

"My friends, we are constantly being told that America is deeply divided. But all Americans value freedom and faith and family."

President Bill Clinton

Democrat Vice Presidential candidate John Edwards took an even more direct route and it ended up being one of the top five sound-bites in his speech.

EDWARDS WORDS THAT WORKED

"Where I come from, you don't judge someone's values based on how they use that word in a political ad. You judge their values based upon what they've spent their life doing. So when a man volunteers to serve his country, and puts his life on the line for others – that’s a man who represents real American values."

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It is perfectly acceptable, if not imperative that you address this values debate. Now it's your turn. The best way to communicate values is to use words and phrases that no Coke-drinking, apple-pie eating American could disagree with. Family, Freedom, Opportunity, Responsibility, Community. These are the true American values, and they should be used as part of a larger personal message. I know you don't like to talk about yourself, but if you get a values question, you need to explain what these "values" mean to YOU:

"America is under attack from almost every direction. We have been attacked by murderous terrorists here in this great city. Our employers and Jobs are threatened by low-cost, highly skilled labor from abroad.

American values are under attack from within.

Hard work, personal sacrifice, education, integrity and the foundation of family have been and always will be the source of our strength.

Throughout our history, when our country needed us, Americans have always stepped forward, standing up to every challenge. That's what our parent's generation did on the beaches of Normandy. We must step forward again today."

-- Mass. Governor Mitt Romney

Republicans need to enlarge the debate to include two of Americans' biggest desires today: strong families and healthy communities. Similar to the desire of Hillary Clinton and many Democrats to talk of support for our troops, Republicans can talk confidently about these things because the public knows that the President's formulation of a "compassionate conservative" agenda speaks to what Middle America wants - and does not want - from government.

GOP WORDS THAT WORK

"Morals, values, decency - all are essential in a civil society. Strong families, healthy communities - all are essential if we are to enjoy the fruits of our success. All are essential to the American Dream. We must not dismiss them or diminish them. Goodness matters. After all, what good is a stronger economy at home or victory overseas if we remain at war with ourselves?"

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MORE GOP WORDS THAT WORK

"The greatness of America has never been measured by the Dow Jones industrial average, the gross national product, or the combined value of our individual and corporate checkbooks. The strength of America, the true greatness of America, is in the moral fiber of her people, in the integrity of her leaders and in how we treat those who are least and most vulnerable in our midst. That is the greatness of America."

A GOOD GOP VALUES RESPONSE

It has often been said that America is great because America is good. And I believe that our goodness - our sense of right and wrong, our commitment to justice and equality - come from values. Values that are taught by parents to their children all across America. Values like opportunity and responsibility. Values like faith and community. And these are the values which our government must preserve and protect.

Throughout my life I have seen the wisdom of these values. As a husband, as a father, as a member of a strong and loving community, I have seen how these values make America both good and great. My opponents seem to appreciate HOLLYWOOD VALUES. I guess I’m more old-fashioned. I appreciate American values.

7) Talk more about what you WILL do as much as what you have done. Certainly, an incumbent administration must talk about its record of accomplishments. However, this cannot come at the expense of a future agenda. Americans fundamentally reject the status quo. They want change. They want something better. You have to personify that better future. This was a key component in the President's victory. George W. Bush had a plan for America's future. He focused on the future, not the past. He offered hope and solutions. All Republicans should take a leaf out of the President's book.

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BUSH WORDS THAT WORK.

"This changed world can be a time of great opportunity for all Americans to earn a better living, support your family, and have a rewarding career. And government must take your side. Many of our most fundamental systems - the tax code, health coverage, pension plans, worker training - were created for the world of yesterday, not tomorrow. We will TRANSFORM these systems so that all citizens are equipped, prepared ­ and thus truly free - to make your own choices and. pursue your own dreams."

8) Make the GOP the Party of BIPARTISANSHIP. If Americans love anything, it’s bipartisanship. Anything described as "bipartisan” is an automatic winner with the American public, and any candidate who can effectively portray themselves as “bipartisan" will automatically have an advantage. Call the Democrats out on their partisanship and obstructionism.

You are blessed with a record of working across the aisle to achieve a number of important legislative victories: Leave No Child Behind, support for the troops and the war effort, even tax relief. Emphasize those examples.

9) Americans are looking for ACCOUNTABILITY from their government before they even consider government programs or ideology. Skepticism of government is still running high - with the biggest suspicion that government will not do what it says and take responsibility for its actions. Americans want their government to be accountable (33%) before they want it to provide lower taxes (14%) or better services (8%). So when you talk about government, talk about the need for accountability before tackling any issue.

10) In the post 9/11 era. Americans want government to make them safe and secure. Republicans can speak to that and still maintain a conservative, limited government approach. Providing safety and security is a higher priority than wanting government to stay out of their lives or to provide them with the tools to succeed. So remember that when you are talking about your agenda, think about communicating the principles of safety and security.

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11) It's LIMITED but EFFECTIVE government - Americans want and demand one to accompany the other. It's a rhetorical wrong turn for Republicans to only talk about the negative aspects of government. Those things that Americans believe the government ought to be doing, they want done effectively. Effectiveness taps into a deep well of public approval. In our research, more “effective” solutions score higher with voters than "better," "more efficient" or "simpler" solutions.

12) Empathize… personalize… humanize. It's time to end the bad habit of talking dry economic statistics, budget numbers and the alphabet soup of government programs and departments. When you talk about the issues facing America, talk about what it means to real people - families, small business owners, employees, parents, children and grandchildren - their jobs, their lives and their hopes for the future. Take the time to show them that you understand their situation, that you are familiar with the problems they face and that you have solutions to offer.

Frank Luntz Republican Playbook (New American Lexicon) -- Searchable Text-Version

• PART I "Introduction"
  
• PART II "Setting the Context and Tone"
  
• PART III "Growth, Prosperity, & Restore Energy and Economic Security"
  
• PART IV "International Trade: Promoting America's Competitiveness"
  
• PART V "The Budget: Ending Wasteful Washington Spending"
  
• PART VI "Tax Relief & Simplification"
  
• PART VII "Social Security = Retirement Security" (Part a)
  
• PART VII "Social Security = Retirement Security" (Part b)
  
• PART VIII "Lawsuit Abuse Reform: A Commonsense Approach"
  
• PART IX "An Energy Policy for the 21st Century"
  
• PART X "Appendix: The 14 Words Never to Use"
  

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