Alan Greenblatt is a GOVERNING correspondent.E-mail: firstname.lastname@example.org
Michael Steele, the Republican Party chairman, recognizes that the GOP needs to retool his image. Judging by the interview he gave to the Washington Times, however, it's not clear he has a great road map plotted out yet.
Newly elected Republican National Committee Chairman Michael S. Steele plans an "off the hook" public relations offensive to attract younger voters, especially blacks and Hispanics, by applying the party's principles to "urban-suburban hip-hop settings."
The RNC's first black chairman will "surprise everyone" when updating the party's image using the Internet and advertisements on radio, on television and in print, he told The Washington Times.
"There was underlying concerns we had become too regionalized and the party needed to reach beyond our comfort" zones, he said, citing defeats in such states as Virginia and North Carolina. "We need messengers to really capture that region - young, Hispanic, black, a cross section ... We want to convey that the modern-day GOP looks like the conservative party that stands on principles. But we want to apply them to urban-surburban hip-hop settings."
But, he elaborated with a laugh, "we need to uptick our image with everyone, including one-armed midgets."
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