The Top 4 Things Congressional Republicans Must Do in 2010 – Part II

The 2010 elections represent an enormous opportunity for Congressional Republicans. As I pointed out in Part I of this series, The Lessons of ’66 and ’94 Loom Over the Democrats, the average loss for the President’s Party, when the President’s approval rating is below 50%, is 40+ House seats. The past, however, is no guarantee of the future – just a possible guide. If Republicans are to realize the full potential of this election, they will need to overhaul their recent election strategies.

The Top 4 changes they should employ are:

4. Oppose. It has long been said that the first duty of the opposition is to oppose. Given that the outset of 2010 will be dominated by the health care bill which will then give way to a pork barrel “jobs” (read government jobs) bill and then on to cap and trade, immigration/amnesty and then taxes – Congressional Republicans will have ample opportunity to oppose the Democrats’ bad policies. More than merely oppose them, however, the magnitude of the “Change” being pushed by the Democrats requires the Congressional Republicans to demonstrate valor and determination in defeating those measures as if the Constitution depended upon it – because it does.

3. Propose. As important as it will be to oppose the bad policies, merely being the Party of No is never a good strategy. Republicans must propose specific and credible alternatives to the Democrat polices on health care, the jobs bill, cap and trade, immigration and tax bills. To date, Republicans have authored a myriad of counter proposals – but no clear alternatives have emerged which demonstrate a clear governing philosophy let alone a united party. To be successful in 2010, egos must be set aside in favor of unity – the stakes are too high to proceed otherwise.

2. An Agenda. Republicans must propose a clear and concise Agenda for the 2010 Congressional candidates. Successful leaders, at all levels, tell people why they want to lead and where they want to go – political leaders included. In other words, a succinct vehicle like a Contract With America must be employed in 2010 which tackles the salient issues of the day: our weak economy, high taxes and out of control spending. Given that over 60% of Americans correctly believe that lower taxes will revive the economy more than government spending, Republicans should start with tax relief in addition to (a) a ban on earmarks, (b) making Congress subject to the same laws as Americans, and (c) cost/benefit analyses for new and existing laws.

1. Marketing. Marketing is everything. You can have the best idea in the world, if your consumers don’t know it, or don’t know it’s yours, then that idea will go nowhere. Poor ideas have overcome better ideas though marketing – witness VHS over Beta. Even silly ideas have made millions based on marketing, i.e. the Pet Rock. Sadly, it is not hyperbole to say that Republicans market their ideas poorly.

The key to marketing is consistency and regularity of messaging. So the first step for Republicans is developing that 2010 Agenda. Second, they must consistently communicate that Agenda – much like they did the Contract with America – by having each candidate for Congress run on that Agenda.

Third, they must market that consistent message on a regular basis. One important reason Coke is among the best brands in the world is because its image is nearly identical to its image of 100 years ago. Consistency and regularity.

Fourth – and this is critical – Republicans must completely change the method by which they communicate with Americans. Long ago the White House controlled the bully pulpit because there were but a few media outlets. That is not true today.

No longer can Republicans work through the old media or by talking to Washington reporters. They must talk directly to American voters through cable town halls, tele-town halls, talk radio, the Internet, Facebook, Twitter and more – but not from Washington. In 2010, Republicans should hold at least 25 regional televised town halls and tele-townhalls in Des Moines, Raleigh, Denver and Columbus, using local TV stations not national, and combine those events with coordinated talk radio/Internet messaging along with “watch parties” and voter registration drives.

All in all, the potential of this election lies not in the power of Washington but in the hands of the American people. They want answers not speeches, leadership not politics. If Republicans understand that, then 2010 will bring lasting change not to mention a new Congress.