In the wake of a historic election that left Republican leaders pondering what went wrong, it is important to consider the issue of the public image. To this writer, the centerpiece of the campaign was image (versus substance). Obama, for example, was packaged as a phenom with unquestionable abilities. The focus on everything from his physical charm to verbal skills brought an added dimension that Obama's challengers had to contend with.  
     As academic as this sounds, it is well to consider that we live in a visual age where our public figures are more often measured by their appearance than whether they possess an intelligence.or natural capabilities. By modern standards, many of our nation best leaders such as Lincoln, Jackson or Adams would likely have never past the beauty test.
     This brings me to the selection by John McCain of Alaska Governor Sarah Palin. as his running mate. As a follower of Republican politics for nearly thirty years, few party individuals have engendered such an instantaneous excitement and energy. Critics, I believe, are being short sighted in not recognizing the GOP needed to show America we can match stroke for stroke in . the image competition. Our cause needed a  spokesperson who could do more than merely mouth platitudes but be attractive doing it.
      Not since the days of Lee Atwater, Bush Sr.'s campaign strategist, have Republican leaders truly capitalized on the image game. In a rare moment of praise, the liberal media of the time noted Atwater's folksy style and musical skills made him a major draw at social gatherings especially the college age crowd. Youthful good looks combined with wit provided a stark contrast to the traditional stereotype of conservative two button suits and staid manners.
     Sadly, Atwater passed away at the very moment when Republicans, I believe,had a opportunity to secure a competitive edge in presenting a vibrant look for the future, at the dawning of the 21st century. Atwater reminds us that it is not a sin to step out and do something bold for our party's cause. The Democrats do not and should not be given a monopoly in spearheading a clever image idea.
     With all due respect, to the available running mates, picking Sarah Palin was the cleverest way to counter the Obama phenomonon. For all the charges that McCain was out of touch due to age, he showed himself to be the candidate forsighted and daring enough to appreciate the moment.. 
     As Republicans look for ways to build a more successul future fot the party, let's not forget to value an image that show us to be the true possessors of progressive notions.Among these, lower taxes, strong defense and love for freedom.