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Election season is under way. Many would say the cycle never ends. No sooner are votes tallied than strategists eye the next election. Make no mistake, many lawmakers routinely cast votes with one eye on policy and one eye on politics, especially if they are in swing districts.
Office-holders are scrutinized more than ever in today’s political dynamics. In turn, media are under the microscope.
The scope of coverage will vary by newspaper and community. Election season strains newsrooms already strapped for resources. Consider these starting points:
First, keep the focus local. Do what you know best and do what no one else is doing for your readers.
Second, introduce yourselves early to candidates. Promote the roles of both the news and advertising departments.
I place public affairs coverage at the heart of a newspaper’s responsibilities. In that sphere, nothing is more than the selection of candidates who will shape policies affecting readers’ everyday lives.
Think about your bread and butter. What’s more likely to receive a front-page headline: An action in Washington, D.C. or at the State Capitol – or debate at a packed meeting of the city council, school board or county board?
I don’t suggest ignoring the more expansive conversations. Elections in Minnesota got much more interesting with the decision of Gov. Tim Walz not to seek a third term. The ripple effect will likely reach legislative races and even local contests, raising issues that warrant attention.
The increasingly caustic political environment at national and state levels has negatively influenced local political discourse, which has made some newspapers more cautious about giving space to broader topics. That makes it all the more important to shed light on local topics and candidates, offering a trusted voice to navigate the chaos of social media. And, when appropriate, to filter national and state issues for messages relevant to your communities.
The first step is to commit to comprehensive election coverage. The second step – carrying out that pledge – may prove difficult despite best intentions. Publishers more and more are frustrated with candidates and campaigns that simply refuse to engage with the newspaper, even declining to complete basic questionnaires. Even more annoying is the growing loss of advertising dollars.
Your best offense is to get in front of candidates early. Individuals seeking elective office are applying for a job. They must convince their bosses – the electorate – that they are the most qualified to effectively advance constituent interests. You are in excellent position to help present that information in the clearest and most meaningful manner.
Start by writing a welcome letter congratulating candidates on their decision to seek elective office, for giving their time and talent to make the community a better place to live. Include answers to the most frequently asked questions about newspaper policies and operations. Follow up with a face-to-face meeting to communicate editorial procedures as well as advertising opportunities. It’s ideal to have separate conversations. In all cases, make clear the distinction between news and advertising departments.
Then underscore this is the candidate’s opportunity to be introduced to constituents, to state positions on priority issues. If you can’t interview them – if they won’t give you access, it is fair game to interview associates, supporters and others. Campaigns need treasurers. That can be a place to start.
On that front, publishers often bemoan the lack of political advertising, especially in local races. But how many newspapers develop and approach candidates with an advertising campaign similar to welcoming a new merchant in town? Many individuals are novices to the political arena. Seize the opportunity to be a key adviser in spreading their messages.
A final note: Communicate. I’m a firm believer in explaining newspaper operations and policies and wrote a weekly column while sitting behind the editor’s desk. Election season provides ample fodder on a variety of fronts. Some columns can be written each election cycle and can be pre-emptive on questions that inevitably will be raised.
Election coverage is one of the most exhaustive and scrutinized tasks facing newsrooms. At the same time, reporting on candidates and campaigns is the most fundamental element of a newspaper’s service to democracy in action. Solid reporting helps voters elect better people to make decisions on their behalf.
Newspapers should use their community knowledge to deliver an inside look at candidates and set a framework for constructive debate. The rewards are to all involved from candidates and the voters to your community and your newspaper.
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