Jim Pumarlo, consultant at Community Newspaper Success Strategies, spoke about the importance of outstanding election coverage at RJI's "Down-home Democracy: Empowering Citizens With Outstanding Coverage of Local Elections" on Thursday, Jan. 30, 2014.

1. Outstanding Election Coverage
Elevating role in local democracy
Jim Pumarlo

2. Our agenda
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Campaign coverage, from start to finish
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Introducing the candidates
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Calendars; team effort; introduce yourself
Frame the questions
Election night/post-election coverage
Explain coverage, engage community

3. Let’s have a conversation
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What do you want to learn
about organizing coverage?
What is your biggest challenge?

4. Plan all aspects of coverage
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Stress fairness, consistency
Develop guidelines
Assign responsibilities
Set dates
Explain policies
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Within your organization
To your readers

5. Campaign calendar: Internal
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Standard ‘to do’ list
Bios
Photos – uniform color, size
Develop questions
Schedule interviews

6. Campaign calendar: External
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Continuum of coverage
Candidate forums
Don’t pre-empt
endorsements
Candidate finances

7. Generating political advertising
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Know the issues
Develop a campaign
Promote your market share
Assign races
Be first on doorstep

8. Introduce yourself to candidates
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Welcome them
What you need to know
What they need to know
Contact information
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Their campaigns
News, advertising staffs

9. Explain: We’ll be at convention
‘The R-E made a conscious decision not to
cover the county conventions this year. Money
was not an issue. We do plan to attend the 1 st
District congressional conventions.’

10. Element: Introducing candidates
The YOYO factor
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Rookie reporter
Alone in newsroom
First impressions
to electorate mean
everything
Clearinghouse
of information

11. Put yourselves in their shoes
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Applying for a job
The electorate is your
audience
Newspapers in best
position to present
information in clear,
meaningful manner

12. Prepare a checklist
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Know the issues
Prepare the questions
Assign reporters to races
Decide on format
Prep advertising department
Scrutinize press releases

13. The questions
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Be ready for scripted answers to usual
questions
Brainstorm unorthodox questions
Why are you running?
Anything you’d like to add?

14. Explain: Setting ground rules
‘Our goal is to keep readers abreast of as many
campaigns as possible through Associated
Press and staff reports. The greatest attention
will naturally be given to local candidates and
local races.’

15. Editorial: What did they say?
‘On the surface, many may see these races as
separate outcomes. But upon closer review, one
factor likely rang true in all three races: Voters
sent a message that they want tighter reins on
public spending.’

16. Underlying principles
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Fairness and
consistency
Rights and
responsibilities

17. Three-step process
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Set the policy
Implement the policy
Explain the policy

18. Don’t be overwhelmed
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Take deep breath
One step at a time
Immediate steps
Long-term goals
Team effort

19. Solid coverage pays dividends
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Connect elections
to everyday decisions
Enrich community dialogue
Advertising opportunity
Strengthen your position
as source for news

20. Community Newsroom Success Strategies
“Bad News and Good Judgment:
A Guide to Reporting on Sensitive Issues in a SmallTown Newspaper"
"Votes and Quotes:
A Guide to Outstanding Election Campaign Coverage"
"Journalism Primer:
A Guide to Community News Coverage for Beginning
and Veteran Journalists in the Age of New Media"
Jim Pumarlo
Newspaper Consultant
Red Wing MN
(651) 380-4295
jim@pumarlo.com
www.pumarlo.com