Republicans are learning messaging because that is what enabled Obama to win both times. How else does one explained the election and re-election of a man with no leadership experience and failed economic policies, respectively?
The confabulated messages of A War on Women, etc, was effective since most of American gets its news from the Liberal Main Stream Media. This media covered and promoted Obama and his party and ignored genuine stories, such as Obama's drug use (which would have disqualified a Republican) and Fast and Furious and Libya's scandals.
So, you have to give the Republicans a break while they try to catch up to the Democrat propaganda machine run by the masterful David Axelrod.