Often, Republicans fight political battles with logic and rationale, while the Democrats are blasting away with spin, PR, and emotionalism. Too frequently, the Republicans think that because they've obsessively made a "logical rebuttal" to a Democrat attack, that they've carried the day - case closed. There is nothing wrong with a logical rebuttal. It's a terrific advantage over the Dems since they're largely incapable of such. But for the Republicans to be as effective as they can be, they need to stop complaining about the silly, emotional, illogical PR tantrums from the Dems and get into the same game. Follow up their logical rebuttals with the same level of intensity as the Dems on talking points, catch phrases, buzz words, emotional appeals, accusations, etc. Go toe to toe with PR. That part's easy. It's just a matter of having the will to engage. The harder part is the logical and effective governing plan - which the Dems lack. Exploit it. And the only way to fully exploit this Republican advantage is to stop complaining about the Dem tactics and play the same game just as strongly and proactively.
Pubs bring knives to gun fights