- Republican National Committee Chairman Reince Priebus wants a bold image overhaul for his party.
We spoke with him and other state leaders about how they're going to do it at the Wisconsin Republican Convention that wrapped up today in Rothschild.
"This is not a time to sulk, this is not a time to sink, this is not a time to drown your sorrows. This is a time to take stock; figure out what it is to improve on," says Congressman, and 2012 vice presidential candidate, Paul Ryan.
Take stock is exactly what RNC Chairman Reince Priebus did. In March he presented what he called an "autopsy" of the party following nationwide losses including the White House.
"We haven't run a decisive presidential race in 24 years. So what's going on? I want to talk to you about that," Priebus said to the crowd at the convention.
In the report he offered blunt criticism of the party's image. It said the majority of poll respondents viewed the GOP as a party of "stuffy old men" that is "out of touch" and even "scary".
"I think it was spot on the money. I think what Reince did was a sobering assessment of what did we do right, what did we do wrong, where do we have room for improvement? If you don't win a national election you need to do that kind of analysis," says Ryan.
"Sometimes I think our party hasn't done a good enough job of trying to reach out. And I think that's what we need to focus on, is opening up our arms as wide as we can, listening to folks who might not agree with us on every single issue," says Robin Vos, Speaker of the Assembly.
The report says the party needs to be more inclusive and connect with more female, youth, gay and minority voters. But the question is, how? Do they need to figure out how to become more moderate on issues that are important to those voters?
"I think it's a matter of kind of what our moms used to say, 'It's not what you say, but how you say it'. And I also think it's a matter of using grace and love in your tone, which is a pretty good rule to live by. I think we all try to do that in our lives. But I think in politics you have to be reminded that love and grace is part of the conversation," says Priebus.
One of those ongoing conversations on immigration reform. Ryan is a vocal supporter; to the point of publicly disagreeing with Congressman Jim Sensenbrenner at the convention this weekend.
So if some republicans want to meet democrats in the middle on an issue other republicans aren't willing to bend on-- will the infighting just be more destructive?
"There are a lot of other issues like this that have to be solved, that have been very difficult. And that's why we have got to start talking to each other," says Ryan.
Looking forward, Wisconsin republicans agree the state is the model the national GOP should follow if they want to get back into the White House.
"I think Wisconsin's really a leader for the rest of the country. We have been doing a good job of broadening our coalition," says Vos.
"I think the Republican Party of Wisconsin, nationally, has shown how republicans ought to conduct themselves," says Ryan.
"They've shown the rest of the country how to get it done, and we want to do what Wisconsin's doing all over America," says Priebus.
Story By: Lyndsey Stemm