Electoral politics is all about communication. And it doesn't necessarily have to be a top down process. Actually, it would be much better if the folks running for offices other than the Presidency were the ones communicating a positive message for once. And better still if individual conservatives were able to consistently articulate a positive conservative vision.
FR is an interesting microcosm of how conservatives communicate their message to the world at large. Stand back for a moment and just read any political thread. If you weren't already a member of the conservative choir, would you want to buy what we're selling?
I get your point...you are right in many respects....it's hard for a conservative candidate to communicate his vision if there's no leadership at the top...you could be against illegal immigration but who's going to back you up...not many.