Reince Priebus, RNC chairman, talks up his new initiative to reach minority voters. Go here to see Priebus' full, hour-long speech.
Speaking of messaging, that's the focus of the rest of the RNC document:
"If Hispanic Americans perceive that a GOP nominee or candidate does not want them in the United States (i.e. self-deportation), they will not pay attention to our next sentence. It does not matter what we say about education, jobs or the economy; if Hispanicks think we do not want them here, they will close their ears to our policies."
"Self-deportation" is not a randomly chosen example: it was Mitt Romney's immigration policy. The document's recommendations go far beyond this, because, according to Priebus, "there's no one reason we lost." Fortunately, they provided this handy graphic to explain the RNC's new minority outreach program:
Get the visual metaphor? All minorities fit under the GOP umbrella. It's all pretty straightforward campaign stuff, but it's more focused on grassroots than most GOP initiatives. The most curious one to me is the "Swearing-In Ceremony Events" (lower right red box, second from the top). The document elaborates in its bullet point recommendations: "Establish swearing-in citizenship teams to introduce new citizens after naturalization ceremonies to the Republican Party." The Republican Party intends to host parties (or ceremonies) for new U.S. citizens. It's not necessarily a bad outreach idea, but it also reaks of blatant political calculus: now that you are a citizen, you are valuable to us.
All in all, the RNC's plan will be challenging to execute, but, as a general strategy, seems well thought out. If they go through with it, they may finally know the answer to the question of whether they have a messaging problem, or is it just that their policies are too politically toxic for minorities.