JACKSONVILLE, Fla. - Florida Republicans meet today into tomorrow to discuss the party's future and elect new leaders and we're hearing from the party chairman that new year is about less pandering and more engaging.
"It's really a long-term strategy that will pay dividends long after my tenure," says Republican Party of Florida chair Lenny Curry.
Curry says the way they reach out to their voters has to change. Curry says ads will give way to more of a grassroots effort to gather support for the party.
"It's going into communities, spending time there, getting to know people, and building that level of trust. You can have the best message in the world but if people don't trust you and they don't know you they're not going to hear it."
He says reaching out to voter groups that may not support the Republican party is another area of focus in 2013.
"We have to be relevant to diverse groups...that's Hispanics, African-Americans, just the melting pot that lives in Florida."
Curry says party leadership elections are being held during the meeting, but Curry says that won't visibly change, largely because he and the party vice chair are running unopposed.