Strategists attempt to sell e-campaign tricks to wary GOP

MYRTLE BEACH, S.C. -- For many political operatives who make their living electing Republican candidates, what has injured the party extends far beyond the message.

Comment on this article in The Forum.Tactically, operatives are warning that if the GOP does not systematically change campaign infrastructures to reflect the American electorate's growing comfort with technology and the Internet, Republican candidates are going to keep losing to Democrats who have gotten ahead of the technology curve.

Phil Musser, a former executive director of the Republican Governors Association who is involved with RebuildtheParty.com, laid out a call to action to several dozen members of the Republican National Committee at a weekend rebuilding retreat called by South Carolina GOP Chairman Katon Dawson. The audience included a number of the 168 state party chairmen and national committee members who will elect the next RNC chairman early next year.

Joining Musser was Mindy Finn, e-campaign director for Mitt Romney's presidential bid and co-founder of the Republican online firm, Engage. The pair used a PowerPoint presentation to demonstrate several ways that they say GOP Sen. John McCain's campaign was outmatched by President-elect Obama's technological efforts and they stressed the urgent need to catch up.

As Finn ticked off details, ranging from the size of the Obama campaign's e-mail list to the amount of cell phone numbers it had at its disposal, Musser reached up with his binder and hit the large screen to underline Obama's collection of 6 million to 8 million cell phone numbers. "Mobile is the next big thing, and that's where we are getting killed, folks," he said.

The groundswell to improve technologically has met with some resistance. Operatives from several Republican presidential campaigns argued that putting up a Web site or running a better e-campaign aren't going to improve the party's standing with voters. Some of them have argued that the party needs to figure out who it represents and what it stands for to be able to forge a better brand.

Musser argued that the critics were oversimplifying the message he and Finn were trying to deliver. "If it's just about putting up a Web site, then they don't get the topic at hand," Musser said.

But he predicted the need to take technology more seriously will be "crystal clear" to most in the party come January, when the Obama administration has the bully pulpit of the White House and the Democratic National Committee can start taking advantage of Obama's 10 million strong e-mail list.

The National Republican Senatorial Committee advised candidates at the beginning of the 2008 cycle on ways to compete with the Democrats online. But several scans of the unsuccessful Republican senators' and candidates' Web sites versus their Democratic opponents' throughout the cycle showed the Republican online initiatives came up short.

But now, the issue is key for those competing to become the next national chairman of the party. Two of the candidates, Dawson and Michigan GOP Chairman Saul Anuzis, attended the retreat.

"I don't need my technology guy to be pro-life," Dawson said Saturday. "I just need him to understand technology."

Anuzis said part of the party's problem in embracing technology is the sense of paranoia among older party members about moving campaigns and outreach operations more to the Internet and away from the approaches they have used for years.

Another candidate, former Maryland Lt. Gov. Michael Steele, did not attend the retreat but is aware of the party's digital dilemma.

According to a Republican strategist who supports Steele's bid to lead the party, Steele knows the Internet already has revolutionized politics, and he sees the needed changes as "not tactical, but strategic."

Musser said the goal behind Rebuild the Party is not to take sides in the fight for chairman but to force the next party leader to make online outreach a priority.