Dispatching women surrogates to speak on his behalf is helpful, she says, but won't completely get the job done.
"Focusing on the economy is helpful. If he can demonstrate that his jobs plan and his economic plan will ultimately help women, families, and children, that's potentially ripe territory," Lawless says.
However, although Romney's campaign has been effective at tying Obama to the poor shape of the economy and outlined the negative impact this has had on women, it has failed to outline how a Romney administration would be different.
In fact, Romney and the Republicans have embraced a budget plan that calls for deep cuts to programs like food stamps and Medicaid, which disproportionately impact women and families.
"Romney has to have an answer to that and has to explain how women's economic status is not going to take a hit under his administration," Lawless says. "And it's difficult when trying to shore up the base and trying to get the Republican establishment behind him--he's got to embrace some things that are not necessarily to women's advantage."
Amanda Henneberg, a Romney spokeswoman, says the former Massachusetts governor "has laid out a comprehensive, pro-growth economic agenda that will undo the damage of the Obama presidency and restore America's promise."
She cites policy proposals that will lower taxes, reduce regulation, and ensure "reliable and affordable energy."