Washington - Jun 28, 2007 - Author and consultant Dr. Frank Luntz will provide the keynote address on Sept. 27 during The NAB Radio Show in Charlotte, NC. Expanding on his book, Words that Work: It's Not What You Say, It's What People Hear, Luntz will offer attendees insight into how word choice can positively affect their stations. Lunt's book has been on best-seller lists in the political and business fields. By investigating the art and science of language creation, Words that Work examines how the simple choice of words can change the course of history.

Luntz has been named one of four Top Research Minds by Business Week, and among 50 of America's most promising leaders aged 40 and under, by Time magazine. Over the past decade, Luntz has written, supervised and conducted more than 1,500 surveys, focus groups and dial sessions in more than 20 countries. He has administered focus groups for numerous media outlets, including ABC, CBS and NBC, and won an Emmy Award in 2001 for his recurring segments on MSNBC and CNBC entitled 100 Days and 1,000 Voices.