Communications professionals know that the choice of words they use is a key component to messaging to the public. Republican strategist Frank Luntz, the man who coined the phrase ‘Death Tax’, has just written a book titled “Words that Work”. The book discusses the importance of word smithing in communications, and while reviews of the book have been mediocre at best, it does have some interesting case studies, including the coining of the phrase ‘Death Tax’.

Jimmy Carter found this out the hard way when he released his new book on the Middle East, titled “Palestine: Peace Not Apartheid.” Supporters of Israel were deeply offended by the use of the word apartheid. Or perhaps Carter strategically chose that word, either way; it’s affect created quite a controversy.

There are examples of “word” blunders almost every day, and we’ll see a lot more as we near the 2008 elections. With the advent of new media such as blogs and podcasts, and the influence of the traditional media, it’s more important than ever for communication professional to choose their words wisely. Words matter.