Via Politico’s Alexander Burns, the latest poll from right-leaning pollster Resurgent Republic found that the GOP has some serious image problems with Hispanic voters:

• Hispanic voters say the Republican party does not respect the values and concerns of the Hispanic community by 51 to 44 percent in Florida, 54 to 40 percent in New Mexico, 59 to 35 percent in Nevada, and 63 to 30 percent in Colorado.

• Majorities of voters in each state say that “is anti-immigrant” better describes the Republican Party, while the Democratic Party has big leads on “understands the needs and concerns of Hispanic voters,” and “makes an effort to win Hispanic voters.”

Only 27 percent of Hispanic voters supported Mitt Romney, a steep drop from 2004 when 44 percent voted to reelect George W. Bush. It’s still not the lowest of recent elections–in 1996, the GOP won just 21 percent of the Hispanic vote–but as an increasing share of the electorate, the Hispanic vote is becoming ever more critical.

While there isn’t a lot of good news here, the Resurgent Republic poll (which can be read in full here) did find room for growth and common ground. One area that Republicans can work on is the tone of the immigration debate. Hispanic voters may not be monolithic when it comes to immigration policy, but there are sensitivities the GOP might want to keep in mind when discussing the issues:

The tone Republicans use to discuss immigration has an impact on Hispanics who are not directly affected by the issue. Some Republicans argue that harsh rhetoric and policies regarding illegal immigrants will not affect Hispanics who are American citizens. But this survey suggests otherwise. All Puerto Ricans are citizens of the United States. Yet Mitt Romney lost Puerto Rican voters in Florida by 64 to 36 percent, one of the main reasons why Obama won the state. Many Hispanic Americans take attacks on undocumented Hispanics as an attack on the entire Hispanic community.

There is also room for outreach when it comes to federal spending, taxes and regulations:

While a majority of Hispanics in each state believes in increasing government investment, a significant minority believes in lower government spending, lower taxes, and fewer regulations: 42 percent in Florida, 38 percent in Colorado, 39 percent in New Mexico, and 40 percent in Nevada. All of those are higher percentages than Romney received in 2012, significantly higher in Colorado, New Mexico, and Nevada.

Republicans probably won’t be able to win the majority of Hispanic voters. But it seems that  there is room for significant improvement–especially since many lean right on social and fiscal issues. And with the number of Hispanic voters growing, that could be enough to swing a future presidential race.