I have little to no faith that they will do this. They do indeed need a PR firm.
Ben Wiker is the chair of the Democratic Party in Wisconsin and I've seen him interviewed several times before.
This guy is always upbeat, which is a plus, and he has a good track record in turning around things in Wisconsin and he's throwing his hat in the ring to be the DNC chairman. You can watch an interview he did with Brian Tyler Cohen about this:
https://www.youtube.com/watch?v=egCztbffYqs&t=604sOr read the statement from his website: (or do both!)
UNITE. FIGHT. WIN.
Today, the country we love needs the Democratic Party to be stronger. To unite. To fight. And to win.
In Wisconsin, we run a permanent campaign. We organize and communicate year-round, in every community—and it works. We've ended GOP control and unrigged our state.
What has made a difference here can make a difference everywhere. So I'm running for Chair of the Democratic National Committee—to UNITE, FIGHT, and WIN across every state and territory in our country.
UNITE.
We must unite our Party around long-term plans to organize, recruit, and build teams to compete at every level in every state. We need a reckoning—not recriminations—about what works and what needs to change. We win by growing our big tent and focusing on the values and the fights that bring us, and most Americans, together—and defeat the divide-and-conquer attacks of GOP oligarchs.
FIGHT.
What we fight for shows voters who we are. But we don't win if voters only get their news about Democrats from Republicans. To make clear that Democrats are on the side of working families everywhere, we have to shape the information environment, training and deploying great communicators to authentically deliver the most effective messages in every place and on every platform.
WIN.
We have a moral obligation to win—because the real measure of our work is the difference it makes in people's lives. That means competing to win at all levels—in local, state, and federal races, in red, purple, and blue states alike. This means recruiting talented staff and volunteers, raising a ton of money, and getting resources to the people who can use them best, on the front lines.