The presidential marketing campaign of Gov. Ron DeSantis is clearly in a downward spiral, whether or not measured by polling, inner upheaval, shifting methods or cash woes.

Early this 12 months, Mr. DeSantis appeared to have a transparent path to the Republican nomination: He was a political fighter within the mildew of Donald J. Trump, however with out the chaos and with a stable file of conservative achievements in Florida.

But these best-laid plans have met actuality — a Trump rebound and a crowded Republican discipline — and now the Florida governor is desperately struggling to regain his footing after his marketing campaign this week introduced its third main shake-up in a month.

In interviews, Republican strategists with expertise in presidential races (however unaffiliated with Mr. DeSantis or his 2024 rivals) identified a few of the high issues of his marketing campaign.

What to do about Trump?

There isn’t any means round it. Solving the Trump drawback is the grasp key to this election, and nobody has discovered it. Mr. DeSantis, like virtually each different Republican within the race, adopted a technique of by no means criticizing Mr. Trump, for worry of alienating his ardent base. The idea was that sooner or later Mr. Trump would disqualify himself, and Mr. DeSantis can be positioned to inherit his supporters.

But now, after three prison indictments have failed to dent Mr. Trump’s popularity with Republican voters, stress is mounting on Mr. DeSantis to cease pretending Mr. Trump isn’t within the race and take him on straight.

“The people who want Trump don’t need a mini-me Trump,’’ said Barbara Comstock, a former Republican member of Congress from Virginia, who is not a fan of either the former president or Mr. DeSantis.

This week, Mr. DeSantis took a small step in the direction of taking on Mr. Trump by stating plainly that “of course” he misplaced the 2020 election, a place that conflicts with what many Republican voters imagine.

“Trump is the de facto Republican incumbent, and in order to beat an incumbent you have to give voters a fire-able offense,” stated Terry Sullivan, who managed Senator Marco Rubio’s presidential marketing campaign in 2016.

A associated drawback: Mr. DeSantis has did not captivate voters, both with a charismatic stump speech or with a brand new attraction offensive during which he wades into crowds, poses for selfies and engages in chitchat. Sarah Longwell, who conducts focus teams of Republican voters, stated that lately she had witnessed one thing novel: Not one G.O.P. voter introduced up Mr. DeSantis’s identify within the teams. “People are like, we gave you a look and we’re not that interested,’’ she said.

A muddled message.

“The No. 1 failing for any campaign, and it’s clearly DeSantis’s problem — what is his elevator pitch?” stated Dave Carney, a New Hampshire-based strategist who has suggested a number of presidential campaigns.

One day, Mr. DeSantis is reminding voters about taking up the Walt Disney Company over what he views as “woke” company meddling. Another day, he’s picking a fight with Representative Byron Donalds, the one Black Republican in Florida’s congressional delegation, over the state’s new requirements for educating Black historical past.

These headline-making fights could break into the Trump-dominated media protection, however Mr. Carney stated they hadn’t given voters a slogan they bear in mind.

“You have to have a message that’s relatable and simple and that you can communicate,’’ he said. “‘Morning in America,’ ‘Are you better off than four years ago?,’ Make America Great Again.’”

Just what that ought to be, in fact, is up for debate.

Mr. Sullivan stated he thought Mr. DeSantis was on level when he talks about electability. Mr. DeSantis has typically recommended that Mr. Trump, now saddled with prison fees stemming from his try and overturn the 2020 election, can’t win a common election.

“The messaging the other day was very smart — if the election is about January 2021, and not about Joe Biden’s record, we will lose,” Mr. Sullivan stated.

Gail Gitcho, a marketing consultant who labored on Mitt Romney’s presidential marketing campaign, stated Mr. DeSantis wanted to speak about his achievements in Florida.

“He’s got something no one else has — executive experience in a big state with countless examples of his effectiveness and conservatism,” she stated. “Stop with the donor-induced shake-ups and run on his record.”

Too a lot speak about donor-induced shake-ups?

All summer time, media studies have been full of accounts of Mr. DeSantis’s struggles, fed by marketing campaign insiders, his rich donors and different Republicans with a detailed view. It has led to regular headlines about marketing campaign restarts and reboots and a revolving door of personnel. The protection feeds a story of a marketing campaign in hassle, which turns into self-fulfilling.

Mr. Sullivan stated Mr. DeSantis wanted to simply run the performs with out discussing them.

“You just have to keep your head down and execute. Win the day. Win the week. Then string them together,” he stated.

Putting all of the chips on Iowa.

In an earlier reboot, Mr. DeSantis’s marketing campaign stated it could zero in on Iowa, touring the state by bus, after spending lots of of 1000’s of {dollars} on non-public air journey, and go to all 99 counties. Such a hyperlocal technique of retail engagement with voters is historically what underfunded lengthy photographs pursue. But it additionally raises the stakes for Mr. DeSantis in Iowa, a state the place he was trailing Mr. Trump by 24 proportion factors in a current New York Times/Siena College poll.

Although the Iowa caucuses are nonetheless a number of months away, Mr. DeSantis is enjoying a dangerous expectations sport, one that would make it tough for him to rebound if he doesn’t publish a powerful displaying in Iowa.

“Clearly, they said they’re going to win Iowa,” Mr. Carney stated. “I just think a campaign that talks too much, that brags about what they’re going to do — they set themselves up for traps.”

Ms. Longwell, alternatively, stated an all-in-on-Iowa technique made sense.

“Iowa is hand-to-hand combat,” she stated. “You have to get a story in Iowa that Ron DeSantis is running close to Trump — because now it’s all a downward death spiral.”