Just read this excellent post over at Balloon Juice and wanted to add to it. John is, of course, 100% right - that the "right-roots" wing of the Republican Party - the consultants and pundits with fancy conservative Web 2.0 sites - are focused on the wrong thing. The Ruffini/Douthat types are largely expending their energy figuring out how they can organize a new activist bloc around conservative ideas, and how to dress those conservative ideas in new clothes.
This completely misses the point for several reasons, the first of which is that the Republican Party has no ideas! I don't understand how anyone who has seriously followed this election could have possibly missed the fact that John McCain offers very few logical policy proposals (the only one I can think of is his stance on corn subsidies, which is the correct one on the merits) and has instead run on biography alone. That has worked for Republicans before, but not in a time of mounting global crises - now, people want to hear detailed plans and policies that address these global challenges.
Here's the problem: America, by and large, agrees on a few key things: first, that the country needs to move away from oil as an energy source; second, that the war in Iraq is not working; and third, that people should generally have equality of opportunity. The conservative stance on issues related to these broad themes (such as mass transit/sprawl, The Surge, federal student loan programs and health subsidies) are almost all wrong on the merits; indeed, the conservative ideology does not hold a place for the successful implementation of programs related to those broad themes.
This is in stark comparison to what the netroots did for the left in 2002-2006. Netroots bloggers took a Democratic party and literally changed its positions on big-picture issues. Remember the litany of Democratic senators who voted for the Iraq War? Almost all of them have apologized and changed their position. Remember the Blue Dogs in the 1990's who torpedoed health care reform? They're either gone or have changed their tunes. How about the Rubin types who argued that a laissez-faire Wall Street was the best thing for the country? Increasingly gone from the policy-making apparatus of the party. That's not to say that this process is complete - new movements like Better Democrats seek to continually challenge Democratic lawmakers to be true to progressive causes. But note the difference - when it came time for progressive activists to take over a corrupt, moribund Democratic party, they did so not by dressing up the old ideas in new clothes, but by changing the old ideas entirely. No conservative has ever suggested that they do anything of the sort with the Republicans.
Until the larger framework of conservatism can come up with policies that meet people's needs on big themes like the three above, they will continue to flail. And at the risk of concern trolling, I'd suggest that PR/"messaging" flacks like Ruffini shouldn't be the ones to lead American Republicanism into the wilderness - what's needed here are ideas, not messages.

Then today I took the train to Philadelphia to visit the University of Pennsylvania and the Fels Institute of Government. The ride was awesome – trains go so much faster north of DC! And to be honest, I fell in love with Penn (and Philadelphia) and if I get into Fels, I’m going. Tuition is much more reasonable at $26,000, although I’m not sure how cost of living in Philadelphia and Baltimore stack up against each other; I might be paying the same amount either way. I met with the admissions director of the program, as well as two professors, took a campus tour, and attended a class in the politics of housing. According to the professors, the program’s links with the local government aren’t as strong as Hopkins’ seems to be, although they’ve recently elected a reformist mayor and Penn alum and those ties seem to be improving.