WASHINGTON, April 13 (UPI) -- "Nothing."
That was a Republican House member's response to the question, "What is our party willing to do specifically for Latin Americans?"
Nada.
To his credit, the veteran politician, speaking at a breakfast for young Latino Republicans, didn't think the needs of Latinos were any different than the needs of any other Americans: economic freedom, personal liberty and national security.
In one way, that's a compliment to the Latin American community, which may not project the need for any politician's "special attention."
On the other hand, there are ways of saying things and then there are ways of saying things.
As Republicans attempt to win over the enormous and traditionally Democratic Latino vote, their historically poor message skills will be tested like never before.
In 2002 and beyond, the GOP will struggle to balance their respect for the Latino community with the knowledge their opponents will spare no false promise to lure this critical voting bloc.
Unlike what Democrats have done with African-American voters, Republicans won't promise Latinos a place at the table and then only serve crumbs.
Republicans have a long record of underpromising and overdelivering when it comes to minorities. Unfortunately, Republicans also have a record of not taking credit for their efforts on behalf of minorities.
Don't forget George W. Bush, the Republican president who appointed the first black secretary of state and also the first black national security adviser, is also the same Republican president who received a whopping 8 percent of the black vote.
To avoid a replay of this disaster, Republicans need to position their Latino message somewhere between the Democrat's "pennies from heaven" rhetoric, and the aforementioned House member's big nada.
This is actually much easier than it sounds, because Latino culture is imbued with the very Republican values of hard work, strong families and safe communities.
Of course, African-Americans and Republicans share cultural values across the board, but that hasn't translated into a working relationship at the polls.
This does not have to be the case with Latinos.
Republicans offer Latinos what they most want and need: recognition. That is, recognition as regular Americans and not as an aggrieved people waiting for political salvation.
A national poll conducted by Opiniones Latinas last July found Bush's approval ratings among Latinos was much higher than that of Congress. While only 23 percent of Latinos had a favorable view of Republicans in Congress, compared to 54 percent for Democrats, Bush had a favorable rating of 47 percent.
Of course, since the success of the war on terrorism, that must have all changed now, right? Wrong.
A Los Angeles Times poll from November reported Bush's overall approval among Latinos at 89 percent. That's higher than the national average and consistent with the overall rise in the president's approval ratings, but among blacks, Bush's approval still is only 68 percent.
Clearly, Bush has made disproportionate gains among Latinos when compared with the nation's other largest minority. The Opiniones Latinas poll also revealed Latinos considered "discrimination" -- systematic and/or unintentional lack of inclusion -- to be their No. 1 challenge.
While Democratic Latino messages tend to focus on "reaching out," Bush has instead developed a successful message of inclusion, which is more in line with Latinos' true position in American society.
The disparity in Latino and black approval ratings should be self-evident to anyone who's been watching President George W. Bush in action. He simply has recognized the fact that Latinos are the largest minority group in this country.
Bush refers to Latinos in his speeches, in both English and his passable Spanish, takes them into consideration before making policy decisions and recognizes their traditions as a part of American culture.
In effect, Bush has launched a "charm offensive" aimed at Latinos that has been both longer and more successful than his early efforts to woo his adversaries in Congress.
The president's example should enable congressional Republicans to design their own campaign and policy strategies.
They must go beyond Spanish-language ads and bilingual Web sites, however. Latinos want and deserve to be included in the policy decisions of any national candidate or elected official.
In fact, Latinos must be included by virtue of their already strong and growing presence in society.
In 2002, the trick for Republicans will be to offer Latinos a clear and convincing message that says, "We're on the same page" without resorting to the condescending tactics Democrats have perfected.
Bush already has provided us with a successful model. Let's hope Republicans are watching. If not, they can expect a familiar word at the polls in 2002 and beyond: Nada.
(Raul Damas is director of operations at Opiniones Latinas, a bilingual polling firm based in Alexandria, Va.)
