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zo <br />Press releases on matters dealing with County programs and policies as adopted, revised and/or acted upon <br />by the Board should originate in the Clerk's office (Information Specialist). Press statements on matters dealing <br />with implementation of these programs and policies and/or County operations should originate in the Manager's <br />office (Management Analyst). 'Commissioners who have ideas for specific press releases may give them to the <br />Chair of the Board. As is the case with all press releases, these releases should relate directly to adopted County <br />policy. <br />NOTE: Ongoing <br />b. Based on county schedules, and in consultation with the Manager and the Clerk to the boazd, the two staff <br />members responsible for writing press releases (Management Analyst and Information Specialist) should divide <br />up these assignments and be sure coverage is provided. They should also develop and implement a method for <br />apprising the Manager and Commissioners monthly, in advance, concerning the automatic releases to be issued. <br />NOTE: Ongoing <br />c. For events that require more than a simple, straightforwazd notice, and when there is time, every effort <br />should be made to increase the attractiveness ofpress releases to members of the news media, as for example, <br />adding a human interest "peg" or "hook" to attract attention. <br />NOTE: Most press releases have been straightforward because of their content - CP&L, <br />Solid Waste, Vacancies on Boards and Commissions, etc. <br />d. The staff should develop and implement methods for addressing fast-breaking and/or potentially <br />controversial public relations issues in a timely manner. If such proactive communications methods aze put into <br />place, the County can be in a position to anticipate these situations and respond with an appropriate message <br />quickly and effectively when dealing with matters of a controversial or fast-breaking nature. <br />NOTE: In order for this to be effective, staff must know who makes the final decision on <br />using such communication. <br />3. trategies~or_ExPanded Coverage <br />The Information Specialist and the Management Analyst should develop and implement a plan to obtain <br />expanded media coverage. Any such plan should ensure that at least the following elements are accomplished: <br />a. These two staff members should foster relationships with members of the media who cover Orange <br />County, including phoning them to offer assistance or to ascertain what information might be most helpful. <br />b. The County Commissioners should be notified in advance, when possible, of press briefings involving the <br />Manager or department heads. This would allow the media easy access to decision-makers and might lead to <br />expanded coverage. <br />c. The two staff members should seek additional avenues for coverage. For example, they could ensure that <br />meetings by the Boazd of Commissioners and County advisory boards are included in the weekly "bulletin <br />boazds" published by local newspapers. <br />NOTE: ALL of #3 is being done on an ongoing basis. <br /> <br />