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18 <br /> 2. Generating and Crafting Releases <br /> a. Interactions between County staff and the media should be coordinated through the Manager's <br /> and/or the Clerk's office. The County should discontinue the practice of individual department <br /> heads or staff members issuing press releases on behalf of the County, with specified exceptions <br /> concerning matters of public health and safety. However, staff members who have ideas for <br /> specific releases may give them to the Manager or the Clerk. <br /> Press releases on matters dealing with County programs and policies as adopted, revised and/or <br /> acted upon by the Board should originate in the Clerk's office(Information Specialist). Press <br /> statements on matters dealing with implementation of these programs and policies and/or County <br /> operations should originate in the Manager's office (Management Analyst). Commissioners who <br /> have ideas for specific press releases may give them to the Chair of the Board. As is the case <br /> with all press releases, these releases should relate directly to adopted County policy. <br /> b. Based on county schedules, and in consultation with the Manager and the Clerk to the board, <br /> the two staff members responsible for writing press releases (Management Analyst and <br /> Information Specialist) should divide up these assignments and be sure coverage is provided. <br /> They should also develop and implement a method for apprising the Manager and <br /> Commissioners monthly, in advance, concerning the automatic releases to be issued. <br /> c. For events that require more than a simple, straightforward notice, and when there is time, <br /> every effort should be made to increase the attractiveness of press releases to members of the <br /> news media, as for example, adding a human interest "peg" or "hook" to attract attention. <br /> d. The staff should develop and implement methods for addressing fast-breaking and/or <br /> potentially controversial public relations issues in a timely manner. If such proactive - <br /> communications methods are put into place, the County can be in a position to anticipate these <br /> situations and respond with an appropriate message quickly and effectively when dealing with <br /> matters of a controversial or fast-breaking nature. <br /> 3. Strategies for Expanded Coverage <br /> The Information Specialist and the Management Analyst should develop and implement a plan to <br /> obtain expanded media coverage. Any such plan should ensure that at least the following <br /> elements are accomplished: <br /> a. These two staff members should foster relationships with members of the media who cover <br /> Orange County, including phoning them to offer assistance or to ascertain what information <br /> might be most helpful. <br /> b. The County Commissioners should be notified in advance, when possible, of press briefings <br /> involving the Manager or department heads. This would allow the media easy access to decision- <br /> makers and might lead to expanded coverage. <br />