Feb. 6, 2016 SIGN IN | REGISTER

Inside the NRSC's Comeback Strategy

Tom Williams/CQ Roll Call
From left: Dayspring, Collins and McLaughlin said the National Republican Senatorial Committee’s new communication operation will “redefine” what a conventional press shop does.

“We don’t have to be the center of the basketball team anymore,” Collins said. “We can be the point guard. That’s why we’re making a massive investment in human beings.”

The emphasis on human capital this cycle will also include beefing up the digital department. In other words, don’t expect financial records to show a leaner, meaner NRSC.

“We lacked for technologically advanced campaigns that were being run by people who knew what they were doing ... and candidates who were on message and had the best tools at their disposal to win their campaigns,” Collins said. “So we’re doing that now. We’re getting on the road now.”

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