First rule of Hispanic outreach: Don’t call it Hispanic outreach.
To reach Hispanic voters, conservatives need to scrap most of the old playbook and replace it with a fresh, innovative and inspirational message that will appeal to every single American — including Hispanics.
The first thing we need to do is resist a knee-jerk reaction that over-interprets the results of the 2012 election and, by consequence, over-simplifies the proper course of action. As we all know, obituaries for the conservative movement have been written with alarming frequency in the past. Typically, they appear shortly before we’ve come roaring back, to the surprise and disappointment of the self-congratulatory left.
Conservatives should think about the Reagan Revolution — not to dwell on past glories, but to remind ourselves of why the conservative movement has succeeded in the past and how it can succeed again.
In short, the conservative movement has succeeded when we have delivered an inspirational message about expanding opportunity by embracing freedom and personal responsibility. Sure, we can criticize liberal failures. But we can’t stop there. We must also lead by presenting a vision of where we must go on a number of policy areas, including welfare reform and deficit reduction. Boldness and decisiveness have always been a part of successful policy promotion.
And, if we want to capture the hearts and minds of the fastest-growing demographic, conservatives need to convey not just ideas, but conviction. Are we convinced that our ideas to improve our country will help every single American regardless of race, ethnicity and gender? Then let it show.
President George W. Bush effectively talked in these terms and it proved to be a winning recipe. In winning re-election, he also captured 40% of the Hispanic vote. Sure, President Bush sprinkled some of his speeches with broken Spanish from time to time as a way of appealing to Hispanics. But he also understood the need to convey why his policies were necessary for the entire country. In so doing, he didn’t write off any demographic and was sensitive to tone and rhetoric when dealing with thorny policy issues like immigration.
Ronald Reagan, of course, was the master of the broad appeal. He keenly understood the need to make his message resonate with previously written-off constituencies, like Reagan Democrats.
This is precisely the vision conservatives need if we are to garner and maintain majority support.
Pandering, packaged in short-term gimmickry, will not work. Hispanics, like all voters, demand a serious pitch from us on how our policies can improve their lives and allow them to prosper, save and pursue their ambitions. Hispanics, like all Americans, will be drawn to a hopeful message that is forward-thinking and inspirational.