tensing up or drawing a blank, try imagining yourself telling the story to a friend, and write it out just like that, and then you can go back and tweak it a little if need be. Avoid long, wordy sentences and long paragraphs. Beware using abbreviations and acronyms (CJAA, ASA, etc.) • Avoid fluff and opinion. Take the Joe Friday approach: “Just the facts,
ma’am”. • This is not a mystery novel! The first paragraph should tell the story
“in a nutshell”; the following paragraphs elaborate on details. The most important information should be at the beginning, with quotes or less- critical information farther down in the story. In Journalism 101, this is called writing in “inverted pyramid” style. • Never use all-caps. • If typing a hard copy on paper, double-space. • Write in third-person rather than in first person (use he, she, they;
not I, we, me).
• Consider adding a quote or two. • Consider including a photo. Some newspapers are fine with head-and-shoulders “mugshots”, while others prefer “candid” or ac- tion shots; you may want to call and inquire what your newspaper’s preference is. • Always run spell-check, and always visually proof-read your
article a few times to make sure you haven’t spelled “there” as “their” or made other embarrassing mistakes. Consider asking someone else to read over it as well, because it is well-established that “fresh eyes” typically catch more mistakes than what the author will spot.
Other Considerations...
Contact and other information: Your name, phone number/email address. Use office letterhead if it is official, but not if it is personal. DON’T use your office letterhead to announce your re-election decision!
How to deliver: Learn how your local media prefers it: Typed and mailed, faxed, emailed. Most newspapers prefer the convenience of email. Type your news release straight into your email message, or attach a text document (.rtf or .doc). DON’T print it out, scan it and save a .jpg or .pdf file of the scan. Newspapers need a text file that they can quickly import into their page layout program.
• Foster relationships with your local media representatives.
You don’t have to be chummy, just open; reporters are generally just trying to do their jobs the best they can, the same as you. These relationships can pay huge dividends if a bit of contro- versy develops regarding you or your office, and you find yourself called upon to answer a reporter’s questions. Take the initiative to chip away at the “Us vs. Them” syndrome. By the way... though you might be tempted to be nervous or fearful of a reporter asking you for your comments, remember, this is an opportunity! It is your chance to tell the story accurately and
from your viewpoint. The flip side of this coin is, it is okay to be cau- tious; rather than “spill your guts” on the spot, it is often advisable to tell an inquiring reporter you will get back to him in 10 minutes. That will give you time to collect your thoughts and your facts before going on the record. • Consider suggesting feature or news-feature stories. Depending on
your relationship, you can call the reporter or editor and briefly explain in person; or use the “5 W’s and H” to help guide you in drafting an email message outlining your story idea.
One More Thing! Last but certainly not least: Put your new writing skills to work in mak-
ing an occasional contribution to your County Lines magazine! If you enjoy reading all the snippets of info about others in “County News” – remember, others will enjoy reading about your snippet of news as well...
We must tell the public the good news about county government!
(Editor’s Note: National Association of Counties President Glen Whitley was a guest at the AAC summer conference in Hot Springs. He urged Arkansas county officials to look for op- portunities to tell the public the good news about the fact that “county government works!” We think the press release idea is one more way to remind citizens of the crucial role each of you play at the county level. Below are more of President Whitley’s comments on this subject...)
National Association of Counties’ (NACo)
President Glen Whitley is calling on all county officials to join the County Govern- ment Works campaign to help raise county government awareness across the country. “We know that America’s counties provide outstanding programs and services, but unfortunately too many Americans do not,” Whitley said. “It’s up to us as county officials to reach out to the public and make them
COUNTY LINES, FALL 2010
more knowledgeable and positive about the contributions of county government. I am hopeful that through the County Govern- ment Works campaign we can make a differ- ence in our communities.” A variety of outreach tools are available on
the NACo website,
www.naco.org, under the About Counties/Tell the Public What You Do section. Tere you will find examples of effective public awareness programs, how to establish citizen/leadership universities, and examples of state association public awareness efforts.
Te toolkit offers county officials practical,
proven methods for raising county govern- ment awareness. Te kit includes: • A speaker’s library that provides talking points for community and civic group meet- ings; • Ideas for scheduling tours of county buildings;
• Information on citizen universities; • Methods for informing and educating students; and • Brochures for community and school
events. Te brochures are already designed and
laid out. All you have to do is add your county’s information and make copies. Te brochure will provide basic facts and informa- tion about your county that will be a valuable resource for your residents.
“Especially in these tough times, it’s
important for county officials to go the extra mile and communicate the roles and responsibilities of counties,” Whitley said. “I am asking all county officials to join me in this effort.”
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