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"I think (Lawrence's) biggest challenge is realizing that politics is different from advertising," said Ben Nesselhuf, chairman of the South Dakota Democratic Party. "There's people out there to call shenanigans on you when you make a claim. He can paint a pretty story, but at the end of the day, our job, being the loyal opposition, is to point out facts, to point out where (Republicans) have failed."

The state's Democrats, who ran a centralized legislative campaign of their own last year to little avail, said Lawrence is welcome to try.

"That's the only time ever that the tourism contract from the state of South Dakota was not subject to presentations and bidding," Lawrence said. "They love to throw around the term 'no bid,' but that's just not true. . Every time, it's had to be re won in competitive presentations against firms both in South Dakota and out of South Dakota.".

Party is how to bring us together in trust for one another, that we really are on the same wavelength," he said. "It starts by listening and respecting one another and realizing that .

"If I was in his position, I would make the same claim," Nesselhuf said. Senate candidate) Mike Rounds."

Lawrence Schiller long has received contracts from the state to promote tourism to South Dakota.

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State Republicans won convincing victories in the November legislative and statewide elections, but the year also saw divisive primaries, anonymous robocalls attacking state leaders and lawsuits filed on all sides.

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Saying no to campaign attack adsLawrence said if Republican candidates Reebok Pump Supreme

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Lawrence said as chairman, he's going to start by listening to people across the party's political persuasion.

His expertise is in advertising, from decades spent leading the Sioux Falls advertising agency he co founded and lent his name to: Lawrence Schiller.

"There have been some rips and tears and ugly headlines," said Lawrence, who was elected chairman Saturday after being asked to pursue the job by Gov. Dennis Daugaard. "There are divisions to be healed, and I would hope I'll be able to do that."

Lawrence said his company had been given a contract without competition once, in the 1970s, as an emergency response to falling tourism because of high gas prices.

in no bid contracts for his company."

Lawrence's background isn't in mediating disputes, though.

"The way to unite the party is to stand firmly on the Republican platform," said Gordon Howie, a Rapid City activist and former gubernatorial candidate. "I am hopeful that (Lawrence) embraces the platform in its entirety and that his actions will demonstrate his support of those principles."

Nesselhuf suggested that praise of positivity is self serving.

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New South Dakota Republican Party chairman Craig Lawrence hopes to craft a unified message for the party going into the 2014 elections. But the longtime ad man might find the "unified" part of that task more of a challenge than the "message."

"That's what I've done my whole career," Lawrence said. "I can hardly do a job without thinking about messaging."

He said he'll take the same approach to selling a party as he did selling his clients' products.

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Social network sites, technologyHe's already contemplating plans to amp up the party's use Reebok Suede of social network and other technology and wants to build the South Dakota Republican Party's brand identity with voters.

Shortly after Lawrence's election was announced Saturday, the state Democratic Party sent out a news release accusing Lawrence Schiller of a history of leveraging "political contributions into millions of dollars Saucony Ignition 4

"That will be difficult for me," Lawrence said about negative campaigning. "This chairman . does not believe in negatives. I know what some might expect that the first thing some GOP chairman does is level some blistering attack. I don't believe in that. I believe that negative politics have made generations of young Americans cynical about politics."

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"The most sensitive and in need of work issue in the Republican Reebok Gl 6000 Womens

That history, Nesselhuf said, suggested Lawrence was an "insider who will continue to make sure that taxpayer dollars wind up in the pockets of their political contributors."

"I think the party would be assisted by a central message, which I would hope to (with other party leaders) . generate and get people to identify with," he said.

´╗┐State GOP's new chairman pledges to heal party rifts

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"Too often we see situations where people kick $2,000 over to elect their candidate and then get a huge contract out of the deal," Nesselhuf said.

expect an attack dog role from the party next year, with negative campaigning, they could be in for a surprise.

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