The apple of may a GOP strategists’ eye is trying to sell the pretense that the message is fine, it’s just being framed to the wrong audience:

Jindal: GOP should change ‘just about everything’

CHARLOTTE, N.C. (AP) — Louisiana Gov. Bobby Jindal is calling on the Republican Party to “recalibrate the compass of conservatism” as party leaders on Thursday promised fundamental changes to help stave off future losses.

The governor will deliver the keynote address at the Republican National Committee’s winter meeting Thursday night in Charlotte, becoming the latest high-profile conservative from outside Washington to call for sweeping changes inside the GOP. In speech excerpts released earlier in the day, Jindal says the GOP doesn’t need to change its values but “might need to change just about everything else we do.”

“We do not need to change what we believe as conservatives — our principles are timeless,” Jindal says. “But we do need to re-orient our focus to the place where conservatism thrives: in the real world beyond the Washington Beltway.”

Hours before the speech, Republican leaders promised to release in March a report, dubbed the “Growth and Opportunity Project,” outlining recommendations on party rules and messaging designed to appeal to a rapidly changing American electorate. President Barack Obama’s November victory was fueled, in part, by overwhelming support from the nation’s Hispanic, Asian and African-American communities.

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Linked to the Salem Communications site Townhall… just to see if the commenters there take the bait.