Choice words for the GOP

Chairman of the Republican National Committee Reince Priebus announces the display of the debt ticker during the Republican National Convention in Tampa, Fla., on Monday, Aug. 27, 2012.
AP Photo/J. Scott Applewhite

(CBS News) Gov. Mitt Romney will deliver his address at the Republican National Convention in Tampa Thursday night and his words have surely been carefully selected, reviewed, and tested several times over. But it's not just the marquis name speeches that are subject to such scrutiny. In fact, all convention speeches this week have been coordinated to carefully reflect subtle but specific messaging.

Earlier this week, Republicans stuck to the slogan "We did build it" and harped on the word "jobs." On Tuesday, the GOP also favored the word "business." And, their coordinated words are no coincidence -- the Romney campaign orchestrated specific words and phrases they feel help build the Republican brand and drive home the dual points that President Obama is bad for the economy and that Romney can fix it.

In a report that aired Thursday, CBS News White House correspondent, Bill Plante, spoke with Frank Luntz, Republican pollster and author of "Words That Work," who spoke about the wordsmithing ways employed by Republicans and Democrats alike.

"Republicans want to hear about freedom. With Democrats, they want to hear about fairness," Luntz explained.

Luntz also touched on the ever-important role of social media in ascertaining how voters are reacting to campaign messages.

Wednesday night after Paul Ryan's speech, for example, the most tweeted words were those with which Paul Ryan concluded his speech.

Plante reported that at Romney's closing speech on Thursday night, he will focus on key words like "change," "jobs," "freedom," and "business."