In April 2003 Luntz made headlines when a memo - "The Environment: a cleaner, safer, healthier America" - he prepared for GOP leaders on how to win "the environmental communications battle" was leaked to the press.
In May 2003 another memo attributed to The Luntz Research Companies and The Israel Project was leaked. It outlined how American Jewish leaders should incorporate the war in Iraq into their public comments about Israel: "Israeli Communications Priorities 2003"
"Communicating the Principles of Prevention and Protection in the War on Terror", mentioned on the PBS TV show "Now with Bill Moyers", apparently prepared for the Bush Administration, full of guidance on specific words, phrases, and context to use when talking about the policy of pre-emption and the war in Iraq." This advice included: "No speech about homeland security or Iraq should begin without a reference to 9/11"
