February 19th, 2009
02:16 PM ET
6 years ago

RNC chair plans 'off the hook' campaign, tells critics to ‘stuff it’

Steele plans an agressive PR push for his party.
Steele plans an agressive PR push for his party.

(CNN) - Republican National Committee Chairman Michael Steele says his party is going to launch an "off the hook" public relations campaign that will update the GOP’s image by translating it to "urban-suburban hip-hop settings."

The new GOP leader told the Washington Times that the party’s defeat in states like North Carolina and Virginia made it clear they needed a new approach.

“We need messengers to really capture that region - young, Hispanic, black, a cross section...” he said in an interview published Thursday. “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.”

He added, jokingly, that “we need to uptick our image with everyone, including one-armed midgets.”

Steele described the new multi-platform PR offensive as “avant-garde, technically. It will come to [the] table with things that will surprise everyone - off the hook.” Asked whether that meant cutting-edge tactics, Steele demurred. “I don't do 'cutting-edge,’” he said. “That's what Democrats are doing. We're going beyond cutting-edge.”

Steele, who began a massive personnel overhaul at the RNC shortly after his election, said he has started meeting weekly with congressional Republicans. He said he’ll be gathering input from House and Senate leaders, not giving instructions - but criticized national Republican leadership’s focus on party unity as a top priority, saying the failure to devote itself instead to developing fresh faces had cost the GOP.

“We missed the mark in the past, which is why we are in the crapper now,” he said. “We had the White House, the Senate and the House and were not building a farm team over the last years. We could have been ahead of Democrats and their 50-state strategy.”

Steele dismissed the assessments of some Republicans that he needs a deputy to handle areas like logistics, fundraising and candidate recruitment. “I can run this organization just fine,” he said. “There will be no deputy chairman, period. ...People who said I can't make the trains run on time never gave a reason. I say to them, 'Stuff it.'

“I am not afraid of being held accountable for my leadership,” he said. “The idea I am somehow going to handicap myself before I begin is nuts. I am not going to buy into this mind-set among a few people who probably have never run anything but their mouths.”

Steele defeated a crowded field last month, including sitting RNC chairman Mike Duncan, to claim the party’s top spot.


Filed under: Michael Steele • RNC
soundoff (230 Responses)
  1. Clown

    Mr Steele if you only knew how ridiculous you sound.
    Don't you get it.....You are a puppet. The GOP wants you to offset Barack Obama's popularity ...... I won't to let you know Playa .....It's not going to happen. Real recognize REAL. Get A Grip!!!

    February 19, 2009 11:43 am at 11:43 am |
  2. Ryan

    LOL. RIP GOP

    February 19, 2009 11:43 am at 11:43 am |
  3. Travis

    As a republican, I am embarrassed. I don't understand where Steele is coming from on this–based on what I know of him this is completely out of character.

    What the republicans really need to do is not to "retool their message" but instead come back on point with their message–show how conservative principals can solve the problems at hand, admit to the failures of the Bush years and show how he and his cohorts were NOT conservatives, and YES, accept those democratic proposals that make sense (like, for instance, investment in light rail, etc.). It will be difficult in this climate where having principalled concerns with using overspending to fix a problem caused by overspending is called "obstructionism," but ultimately this is what is best for the country and for the GOP.

    February 19, 2009 11:43 am at 11:43 am |
  4. Zaley

    TOTAL IDIOT! Just a Obama wannabe. Too bad he isn't.

    February 19, 2009 11:43 am at 11:43 am |
  5. Kim

    OMG, that's funny!! I almost choked on my coffee!

    February 19, 2009 11:43 am at 11:43 am |
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