A specialist in finding and testing the language that can impact public opinion, Luntz was vehement that Israel’s “messaging” has to be different if support for Israel among US Democrats is to be revived. “Obviously, policy has something to do with it, but the messaging is critical,” he said. “And the Republicans have to realize that their rhetoric is part of the problem: It’s not security that needs to be highlighted, but [Israel’s] social justice and human rights.” Underlining Israel’s role in protecting human rights and promoting equality could be particularly resonant, he said.
The “words that work best” among Republicans, he said, are those along the lines of, “Israel is our strongest ally in the Middle East, and attempts to destroy the country economically and politically could do direct harm to the United States.” By contrast, the “words that work best” among Democrats are those to the effect that, “We should be encouraging more communication and cooperation, not less. We should be encouraging more diplomacy and discussion, not less.”