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6 <br />Information Specialist) should divide up these assignments and be <br />sure coverage is provided. They should also develop and implement <br />a method for apprising the Manager and Commissioners monthly, in <br />advance, concerning the automatic releases to be issued. <br />c. For events that require more than a simple, straightforward <br />notice, and when there is time, every effort should be made to <br />increase the attractiveness of press releases to members of the news <br />media, as for example, adding a human interest "peg" or "hook" to <br />attract attention. <br />d. The staff should develop and implement methods for <br />addressing fast-breaking and/or potentially controversial public <br />relations issues in a timely manner. If such proactive <br />communications methods are put into place, the County can be <br />in a position to anticipate these situations and respond with an <br />appropriate message quickly and effectively when dealing with <br />matters of a controversial or fast-breaking nature. <br />3. Strategies for F.xyanded Coverage <br />The Information Specialist and the Management Analyst should <br />develop and implement a plan to obtain expanded media coverage. <br />Any such plan should ensure that at least the following elements are <br />accomplished: <br />a. These two staff members should foster relationships with <br />members of the media who cover Orange County, including phoning <br />them to offer assistance or to ascertain what information might be <br />most helpful. <br />b. The County Commissioners should be notified in advance, <br />when possible, of press briefings involving the Manager or <br />department heads. This would allow the media easy access to <br />decision-makers and might lead to expanded coverage. <br />c. The two staff members should seek additional avenues for <br />coverage. For example, they could ensure that meetings by the <br />Board of Commissioners and County advisory boards are included in <br />the weekly "bulletin boards" published by local newspapers. <br />