It looks like the Republican party is finally seeing the value of the “minority” vote. After an honest and scathing review of their failed Presidential campaign, they announced several new strategies last week to appeal to African-American and Latino voters, specifically.

The GOP recognizes their poor public perception among minorities, printing in the report: “When someone rolls their eyes at us, they are not likely to open their ears to us […] many minorities wrongly think that Republicans do not like them.”

Where did we ever get that idea from? To prove the GOP really does care about blacks and Latinos, they plan to dispatch hundreds of paid workers into Hispanic and African-American communities across the country.

For Latinos, the party promises to champion comprehensive immigration reform to communicate that they now welcome first, second and third-generation Hispanics: “We must embrace and champion comprehensive immigration reform. If we do not, our party’s appeal will continue to shrink to its core constituencies only.”

To appeal to African-Americans, the GOP plans to visit megachurches and HBCUs to inform black people about the party’s new direction and recruit new members of color. They are also hoping to appeal to gays and Asians, writing: “We need to go to communities where Republicans do not normally go to listen and make our case,” the report says. “We need to campaign among Hispanic, black, Asian and gay Americans and demonstrate that we care about them, too.”

The $10 million campaign, which will focus on outreach to minorities, women and young voters, is just one attempt to re-brand the party to unfold in the coming months. While the change in direction is certainly welcome, we have to say it’s “too little, too late” and doesn’t come off as genuine. What are your thoughts, Clutchettes?

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