In March 1982, Gingrich wrote a letter to all of his fellow Republicans urging them to develop a better, more coordinated message to use in front of the media. ... After reviewing twelve Sunday television interview shows, Gingrich came away impressed by how much attention congressional Democrats devoted to perfecting and repeating their message. Republicans were far less polished, Gingrich thought. "A political party which focuses on the management and allocation of campaign resources, and neglects political strategy, is a party that loses," Gingrich warned. "Two minutes on the evening news is watched by more people, believed by more of them, and, politically has a greater multiplier effect than paid political advertising." Gingrich implored House Republicans to pay more attention to their media appearances. "Republicans tend to have blurred and unfocused opening statements while Democrats tend to focus effectively and persuasively."

It all came down to this: for Republicans to dislodge House Democrats from power, they would have to be ruthless. Democrats didn't play fair, Gingrich believed. He said that incumbents rigged elections through gerrymandering and campaign money; they relied on arcane procedures, such as imposing rules that prevented floor amendments to bills, that disempowered the minority party; and they solidified their public support through corrupt pork-barrel spending and favors for business leaders in their districts. "There's a sense that this (the Capitol) is a neighborhood designed to secure congressmen's feelings. That's very, very dangerous," according to the Georgian. If the GOP adhered to the old rules of politics by being civil and bipartisan, it would simply allow the Democrats to keep winning.