Republican Party Chairman Michael Steele feels the GOP has failed to reach typical Americans and uphold its values since the Ronald Reagan era.
In his new book, Right Now: A 12-Step Program for Defeating the Obama Agenda, Steele claimed the party has "screwed up" and partly blamed the last two Republican presidents for the shortfall.
He urged Republicans to recognize where "we most glaringly compromised our principles" in recent years and hold elected officials accountable.
Click play for reaction to Steele's comment from Regent University School of Government Dean Charles Dunn.
"We must support Republican officials who assert these principles," he wrote. "When elected Republicans vote against Republican principles, the voters must withhold their support - withhold it vigorously and consistently."
To repair the party's image, Steele said Republicans must expose the "reign of error" in liberal policies and failures by the Obama administration and also contrast conservative and liberal principles.
"We must quickly learn our lessons, return to our principles and move on," he said