What a Frank Luntz Poll Tells Us About COVID

In the summertime of 1994, whereas I used to be working as a author and editor within the Clinton White Home, Frank Luntz was planning with Home Minority Whip Newt Gingrich for a historic Republican takeover of Congress within the mid-term elections. Frank was the pollster and one of many predominant architects of the “Contract with America,” a plain-English doc outlining a 10-point plan that helped the Republicans acquire management of the Home of Representatives for the primary time for the reason that Nineteen Fifties. 

We have been engaged on reverse sides of the aisle, however apparently we agreed about President Clinton’s abilities as a communicator. When describing him in a 2003 interview, Frank stated President Clinton was “the most effective communicator of the final 50 years. He felt your ache. Now, I might argue that he brought on your ache, however no less than he felt it whereas he was inflicting it.” 

Twenty-six years after that mid-term election, Frank and I have been on a Zoom name growing a plan to create language that might assist management the unfold of COVID-19 and save lives. 

It began on Twitter.  

In early November, de Beaumont Basis President and CEO Brian Castrucci and epidemiologist Beth Linas have been tweeting in regards to the want for higher language round COVID-19 measures, particularly the necessity to attain conservative People who usually tend to oppose public well being measures. Brian tweeted that possibly somebody like Frank Luntz may assist. Frank noticed the submit and replied enthusiastically. Inside just a few days, we have been on a videoconference to speak about subsequent steps. Frank’s actual phrases to open the dialog: “Please let me assist. I wish to make a distinction.” 

It was clear from the start that this was greater than a enterprise pitch for Frank. He’s passionate in regards to the want for Republican and Democratic leaders to speak extra constantly, powerfully, and actually about the specter of the pandemic and the easy ways in which People can assist management its unfold. For Frank, this was additionally fairly private. He suffered a stroke in January, and that makes him prone to the virus and extra decided to work on initiatives he personally cares about.

The partisan divide over easy public well being measures clearly annoyed him. In a latest CNBC interview, Frank known as the politicization over carrying a masks “probably the most ridiculous conduct I’ve seen in politics in additional than a decade . . . When you’re carrying a masks, folks assume you’re a Biden supporter. When you’re not carrying a masks, they assume you’re a Trump supporter. That is insane.” 

He was essential of some GOP leaders who have been failing to encourage their constituents to do extra to guard themselves. He was additionally upset with Democratic leaders who he felt have been utilizing the virus for political acquire. Two days after our Zoom name, Frank had drafted a questionnaire designed to raised perceive simply how divided People are and pinpoint language that may assist bridge a approach ahead. Quickly after, the “Altering the COVID Dialog” ballot was launched, and the findings supplied necessary insights for presidency leaders and others.   

Republicans and Democrats see the specter of COVID-19 very otherwise – each in how critical they assume it’s and what our nation ought to do about it. However there may be lots of settlement about efficient versus detrimental language. Respondents considered “stay-at-home orders” extra positively than “lockdowns” and most popular “private duty” over “nationwide responsibility.” They need insurance policies which are primarily based on “info,” “science,” and “information” quite than insurance policies which are “evidence-based,” “wise,” or “affordable.”  

The ballot revealed a number of suggestions for anybody speaking in regards to the pandemic, reminiscent of: 

• Don’t make your message simply in regards to the penalties of failure. It should even be the advantages of success. 
• Personalize, humanize, and individualize the pandemic and its penalties. 
• Don’t let politics or partisanship slip into your messaging. 
• Emphasize that the science is settled. Carrying masks, social distancing, and hand washing gradual the unfold of the virus. Interval.  

The de Beaumont Basis

As a result of so many People say they don’t wish to take a COVID vaccine, our subsequent challenge with Frank will focus particularly on phrases that may assist overcome vaccine hesitancy. As Frank stated in considered one of his latest briefings with well being officers, “We received’t overcome our nation’s polarization with a listing of phrases and phrases, however possibly we are able to enhance our well being and restore our economic system through the use of the fitting phrases, the fitting messengers, and constant messaging in any respect ranges of presidency. A minimum of we have now to strive. Doing nothing whereas individuals are dying isn’t an choice.”