When your party is in power, the lines of authority are very clear. The White House is in charge, and though a certain amount of freelancing is always possible, the media's attention tends to be focused on those at the top. They'll always seek out the White House first as the party's voice, and after that the congressional leadership. But when you're out of power, there's more room for political entrepreneurs to get attention for themselves. Lots of them try—every day in Washington there are a zillion poorly-attended press conferences—but you have to be clever to break through that clutter and get yourself on the evening news.
When he first got elected two years ago, Rand Paul wasn't exactly known as the sharpest tool in the shed. An opthamologist with no prior political experience, he seemed to get elected to the Senate almost entirely through a combination of blind luck and because his father is a famous crank. A kind of selective libertarian (he's opposed to most government regulation of the economy, for instance, but doesn't want drug legalization like many actual libertarians), he distinguished himself mostly by displaying a remarkably superficial knowledge of policy and saying that restaurant owners ought to be able to refuse to serve black people if they want, a practice outlawed by the 1964 Civil Rights Act (and yes, now he says he always supported it, but he didn't — you can read an explanation here).
But in the last couple of months, Rand Paul may have gotten more news coverage than any other Republican in America, always including mention of the fact that he's thinking of running for president in 2016. How did he do it?