On “The Colbert Report,” host Stephen Colbert sat down with political strategist Frank Luntz in his “mind lab” to get some communication tips for his political action committee (PAC). Luntz is making the media rounds to tout his new book Win.
For Luntz to work with Colbert, the talk-show host must follow Luntz’s rules. Here’s a taste:
1. Adjust your glasses when talking to your audience. Doing so demonstrates “an intellectual capability,” Luntz says. “Take them off, look at them, ponder for a moment, and put them back on.”
2. Make sure it’s brilliant, not manipulative. For example, Luntz, who is famous for coming up with notable terms, suggested using the term “energy exploration” as a more positive vision than “drilling for oil.” “Climate change, not global warning,” Colbert adds. “I think that is brilliant, not manipulative.”