This year's competition received nearly 300 entries in nine categories. The judges are currently reviewing the entries, and the Best of Class winners in each of the nine categories, plus the overall Best of Show winner, will be announced during the webinar.

Kiara Jones, the Director of Public Information and Media Relations for Pitt County, N.C., is serving as the chair of this year's competition, and she will be on hand to announce the winners.

The webinar will also feature a session with NACIO members sharing tips and ideas for improving your social media efforts. If you have an idea you would like to contribute to the discussion, please contact NACIO president Todd McGee to be added as a panelist.

To sign up for the webinar, please visit the link below:

Register for NACIO 2013 Awards of Excellence Webinar.

Register

After registering you will receive a confirmation email containing information about joining the     Webinar.

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For county commissioners, there is nowhere to hide once you have made a difficult decision. But trying to hide from a controversial vote is perhaps the worst tact you could take anyway. Instead, a commissioner should take steps to explain to the citizens exactly why a decision was made and how it will ultimately wind up benefitting the community.

By taking proactive steps to get ahead of the story, commissioners can make sure citizens have all the facts that went into the decision. You may not get the citizens to agree with your decision, but at least they will know why you made it and what your intentions were.

There are simple steps an elected official can take to help ensure their side of a story gets out. The most important step is to develop a professional relationship with the local media. This doesn’t mean you have to become Facebook friends, send them holiday cards or invite them to your child’s birthday party. But it does mean that you should treat the reporter with respect, understand what your role is in the process, and always be responsive to their requests for information and comments.

Remember that the reporter is your conduit to the public at large, and cooperating with the reporter on a story – even a controversial one – will help get your side of the story out. In this day of understaffed newsrooms and 24/7 news cycles, reporters are often working multiple beats while being asked to post on Twitter, Facebook, YouTube and other social media sites.

The competition to be the first to break a story is fierce, thanks to the ever-increasing amount of citizen journalists (i.e. bloggers). You should always be respectful of a reporter’s deadlines, too. Remember that respect is a two-way street.

It is important to remember what your role is in the news-gathering process. As a county commissioner you – and not the reporter – are the expert. Your first goal is to help the reporter understand why a decision was made so they can in turn educate their readers (your constituents).

Don’t assume a reporter knows the issue. The local government beat is one of the first beats given to new reporters, and if a reporter is coming from a different state, he or she may be accustomed to a local government system that is completely different. It is up to you to help the reporter understand how your local government system works so they won’t make any errors when reporting a story.

Reporters will appreciate any help you provide, especially in making sure they publish accurate and verifiable facts. It doesn’t mean they won’t write about the controversial aspects of a story, and it doesn’t mean they won’t interview somebody from a citizens group or other organization that is opposed to your decision, but it should ensure that your side of the story is told.

It will also pay dividends down the road because reporters are always looking for good sources. The next time a citizen calls a reporter with another example of waste by their county government, the reporter might just call you to get the real story before deciding whether or not to write an article.

The next step is to develop a series of talking points about the issue. The key is to focus on the top two or three points and ignore some of the less-important factors. For some issues, there might be dozens of reasons behind the choice, but it is important that the commissioners settle on the top two or three key reasons for the decision. Each commissioner might have different reasons for why they voted, so it is important for a consensus to be reached on what are the key components and then for the board to stay on that message.

There are several guidelines to follow when developing your message. A message should communicate a benefit and describe a shared value. This is important because it enables you to make the connection with your citizens, to let them know how this decision will directly benefit them and the community at large.

Your message should also be short, concise and to the point. You need to be able to articulate this message in one or two sentences, because that’s about how much time you will be given on the local news report. A study recently showed that the average sound bite on the national news is about nine seconds, down from 48 seconds in 1968. Broadcast stations are trying to cover many stories in a 30-minute broadcast, so they are spending less time on each individual story.

It is also important to humanize the message. If the Board of Commissioners adopts a new program that is designed to make the public school system better, think about how you say that. Which sounds better? A) This new program will improve the test scores in our public school system. Or, B) This new program will improve the quality of education for all the children in our community so they will have the chance at a promising future.

Your message should be boiled down to a handful of key points – and refer to them over and over.

If you are in an interview with a news reporter, it is okay to keep repeating yourself. Eventually the reporter will figure out that the points you keep repeating are what you feel are the important points.

It is also important to remember that a message is not about you, and a message is not a goal or a statistic. Statistics and facts can help support your message, but they are not the message in and of themselves.

The final step is to take the story to the citizens. Commissioners should be prepared to answer for the decision immediately. In most cases, reporters will be present at the meeting and will expect to be able to get some reaction from the board immediately after the meeting.

In this instance, it would be important to designate one commissioner – presumably the Board’s appointed or elected chairperson – to serve as the official spokesperson. It is a lot easier to ensure the consistency of a message if only one person is delivering the message.

For controversial stories, it is likely that there will have already been reports in the local press about the issue because much of the mainstream media coverage of local government these days focuses on corruption and controversy. Newspapers in particular are trying to find a niche to help them survive, and government waste and abuse is always a top seller.

Because of this development, another key lesson for elected officials to learn is that you do not have to rely on the traditional news media to tell your story. In this day of 24/7 news cycles, counties can become their own media outlet. Consult with your public information officer to develop a press release, with facts and figures that highlight the key factors for your decision. The release should be posted on the official county website, preferably before the local newspaper hits doorsteps the next morning.

It is also very easy to post a video interview with the designated spokesperson that explains the rationale for the decision. The good news is you do not have to invest in a lot of studio equipment to produce Internet-quality videos. Many cellular phones these days shoot high-definition video. A good digital camera that can take still photos and shoot HD videos can be had for around $500. Editing software, a light kit, a wireless microphone and other odds and ends are not expensive either. A little investment in equipment can produce big returns in terms of public relations and public information.

For the past several years, the National Association of County Information Officers (NACIO) has hosted a workshop at the National Association of Counties (NACo) Annual Conference on how to educate the public about a controversial decision. One of the questions we are always asked is for advice on dealing with negative press.

Unfortunately, negative press is inevitable, but it doesn’t have to be devastating. By following the tips and guidelines listed above, elected officials can play a key role in helping the citizens better understand why a controversial decision was made.

County officials and NACIO members share experiences and advice at the Communications Roundtable on March 3.

The series of events began Sunday, March 3, with the annual Communications Roundtable. The session gives county elected officials an opportunity to share their experiences in media relations and ask questions of NACIO members about thorny public relations issues.

On Monday, March 4, Wendy Holmes of Douglas County, Colo., NACIO Second Vice President Lori Hudson of Hillsborough County, Fla., and Washington Examiner report Alan Blinder provided attendees with tips and ideas about increasing trust through transparency.

On Tuesday, March 5, NACIO President Todd McGee, El Paso (Colo.) County Commissioner Sallie Clark and Matthew Fellows, NACo's New Media Manager, discussed social media and ways that counties can use social media to connect with citizens.

All of the sessions were well attended and generated many positive comments from conference attendees. NACIO will once again be invited to host workshops at the NACo Annual Conference in July. The conference will be held July 19-22 in Tarrant County (Fort Worth), Texas. If you have an idea for a 75-minute session that would benefit county elected officials, please contact NACIO President Todd McGee.

Since I have been involved with NACIO, beginning way back in 2003, NACIO has always sponsored popular workshops at both NACo annual meetings - the Legislative Conference in March and the Annual Conference in July. Our workshops are always among the highest-rated and generate great discussion among conference attendees.

At the upcoming March Legislative Conference, which is being held March 2-6, NACIO will once again be well represented. On Monday, March 4, at 10:45 a.m., NACIO members will present a workshop on the value of openness. "Using Transparency to Build Trust" will help attendees understand how making your government activities as transparent as possible can help build trust in the community and avoid negative press. NACIO Second Vice President Lori Hudson of Hillsborough County, Fla., and Wendy Holmes, the Director of Public Affairs for Douglas County, Colo., will talk about how counties can be transparent and responsive to requests from citizens and why this is important.

In addition, Alan Blinder, a reporter for The Examiner in Washington, D.C., will talk about his experiences - good and bad - in making public information requests of local governments.

On Tuesday, March 5, at 10:45 a.m., I will be a panelist in another workshop, "Extending Your Communications Outreach: Social Media." This session will look at ways that counties can use Twitter, Facebook, YouTube and other sites as part of their outreach programs. Social media offers a very cost-effective way to communicate with constituents, but it is not without its perils.

These workshops help establish the value of PIOs and are great PR for NACIO. Another way we help validate the value of PIOs is through our annual Awards of Excellence Program.

The 2013 contest is now open and accepting entries. Unfortunately, we had to switch NACIO Awards Chairs in midstream, but Kiara Jones of Pitt County, N.C., has agreed to step in and lead this year's competition.

Please click on the Awards of Excellence tab to learn more about the contest and how you can bring recognition to your county for the excellent communicaitons work being created by your department.

Of course, nothing could be further from the truth. Politicians - like the rest of us - put their pants on one leg at a time. Part of what I value about my participation with NACIO is that I learn so much just be interacting with PIOs and public affairs directors from across the country. A good Public Information Office does know a lot about media relations, but even the best PIOs are always stretching themselves to learn more.

Several months ago, I started a thread on the LinkedIn website asking on advice on responding to media inquires for local government employees who don't typically deal with reporters. I got a lot of interesting tidbits that I thought I would share with my fellow NACIO members.

The overwhelming piece of advice mentioned by several posters was to prepare for the interview. In fact, most folks who mentioned this repeated the word "prepare" several times - the point being that you cannot be over-prepared for an interview. There is an old military maxim that sums up this point - time spent in reconnaisance is seldom time wasted.

Here are some other good pieces of advice:

• Don't go "off the record."
• Don't wear sunglasses! 
• Always close with a positive takeaway message.
• Remember that the camera is always rolling, so answer every question asked by the reporter 
• It is imperative to respond quickly to a reporter's call, but not imperative that you answer a reporter's question with that first call back. (This is a great piece of advice. Many folks not accustomed to working with the media will panic when they realize a reporter is on the other end of the phone and start babbling. Take some time to prepare - see point No. 1 above - and then call the reporter back once you have figured out what you want to say.)
• Never say "No Comment."
• Tell the truth. As a good friend of mine was fond of saying, "If you tell the truth, you don't have to remember what you said."
• Deadlines don't exist any more. Social media and the Internet have eliminated the concept of deadlnes, so if a crisis occurs, be ready to get your message out immediately.

Thank you to all who submitted ideas. Below is the list we came up with. If you have an idea you would like to see included, please email it to me. Eventually, I want to develop a set of resources that will help county officials understand the value of a dedicated, trained and professional PIO.

1. "Information to the people ... is the most legitimate engine of government." (Thomas Jefferson). There is no more important function than providing information to the people. Why trust someone else to do that for you?
2. Citizens need to know the full gamut of work done by the county, and by their elected officials, to make smart judgments about the government “by and for the people” in a democracy.
3. Don’t leave it up to the traditional media to determine what is news. A good PIO can not only influence media coverage, but can also help generate positive publicity using a county’s internal media outlets (Facebook, Twitter, YouTube, website, etc.)
4. Outsourcing PR and marketing duties is more expensive and less cohesive. Branding and marketing are synergized and more effective when using your own staff. Your own PR staff understands your organization better and is more loyal and committed to it.
5. A PIO can get out good, positive news about what’s going on in your county to help to balance the times when there is a negative story. If people only see the negative, they think that’s all the county is about.
6. A PIO can provide training and guidance for elected officials and management staff on working with the media, especially during a crisis or a potentially damaging story.
7. A PIO can save money by preventing many problems that stem from NO external communication or very poor communication. Time and again, important public efforts end up costing more time and money when the public is not informed in a timely and effective manner. When that happens, as it does all too often, PIOs can be instrumental in resolving the problems.
8. A continuous supply of credible, easy-to-understand information is necessary to obtain and maintain public input and support. PIOs don't just get information OUT. We also help get information IN to the county. Informed citizens get involved and make positive contributions to policy development and service delivery.
9. A good PIO can also manage internal communications. Informed employees provide better service and serve as ambassadors for the county in the community; they inform others - neighbors, relatives, friends - who ask them all sorts of questions about the county.
10. Through constructive communication, the county becomes more effective, efficient, and sustainable, and partnerships are forged to leverage public and private resources, including people and expertise.

• "Educate and inform the whole mass of the people... They are the only sure reliance for the preservation of our liberty."
• "I know of no safe depository of the ultimate powers of the society but the people themselves; and if we think them not enlightened enough to exercise their control with a wholesome discretion, the remedy is not to take it from them but to inform their discretion."
• "Whenever the people are well-informed, they can be trusted with their own government."
• "Information to the people ... is the most legitimate engine of government."

Public Information Officers play a crucial role in preserving our democracy, by educating citizens about the services and programs that counties provide and communicating with citizens during times of crisis. These activities can overcome the negative perceptions and mistrust that many citizens have of government by helping citizens see how their county government is actually working for their benefit.

But all too often local elected officials don't understand the value of public information. Most counties do not even have public information officers. For those that do, the PIO is often viewed as a luxury and not a necessity; when budget difficulties arise, as has happened during the recession of the last few years, the PIO is often among the positions that are eliminated.

I think Thomas Jefferson would disagree with the idea that public information is a luxury that can only be supported during times of economic prosperity. In this day and age, a PIO is more important than ever. Newspapers are disappearing; some are folding, others are printing smaller and smaller editions with less staff than ever before.

In an effort to remain viable, the media has turned its focus to government corruption and waste. When controversy is the only story that gets significant coverage, it is easy for citizens to become disenfranchised.

The Internet has made it easier for citizens to get information, but it also makes it easy for citizens to post dis-information. It is easy for that dis-information to be accepted as fact if no one is available to set the record straight.

Hudson will serve as NACIO Second Vice President through July 2013 to complete the remainder of the term. Former NACIO President Larry Liddell of Tunica County, Miss., resigned in October after his position was eliminated by the county.

Hudson is the Communications Director and has 17 years of experience in government communications and public affairs.

Todd McGee, the Communications Director for the N.C. Association of County Commissioners, will complete Liddell's term as President through July 2013, then serve his scheduled two-year term as President beginning in July 2013.

Jessica Beyer, Business Analyst and Communications Manager for Blue Earth County, Minn., is NACIO's First Vice President.

For as long as I have been active with NACIO (almost a decade now!), our organization has almost always had at least one workshop - and sometimes two, or even three - at every NACo conference. As it turns out, county elected officials are very interested in all aspects of media relations, from the rise of social media to basic tips on how to handle tricky situations. Past NACIO sessions have included outside presenters on how to read body language, how to improve listening skills and Media Relations 101.

I am proud to report that NACIO's workshops are almost always among the highest-rated at the NACo conference. These sessions are a great way for NACIO members to share their expertise with county officials from across the nation. Equally important, they are a testament to the value that a Public Information Officer can bring to a county government.

This year, NACo just announced its workshop selections for the 2013 Legislative Conference, which will be held March 2-6, 2013, at the Washington, D.C., Hilton Hotel (the infamous hotel where John Hinkley attempted to assassinate President Ronald Reagan). Once again, NACIO's submission has been accepted.

This year we are going to offer a training session on how to deal with public records requests and the value of transparency. How a local government responds to public records requests shows a lot about that jurisdiction's committee to transparency, and this session will help local officials understand how transparency can build trust within the community.

Panelists for the session include Wendy Manita-Holmes, the Director of Public Affairs for Douglas County, Colo., and newly elected NACIO Second Vice President Lori Hudson of Hillsborough County, Fla. Participating in a workshop is a great way for NACIO members to get more involved with the organization and also to share your professional expertise, and I am very excited to have two such great panelists lined up for the session.

NACo will soon be soliciting ideas for their annual conference, which will be held July 19-222 in Fort Worth (Tarrant County), Texas. When the announcement is made, I will share the information on the NACIO listserv. In the meantime, be thinking of ideas you might have for a workshop,and if you can make it to Texas for the conference, we would love to have you as a presenter.

I was asked to give a presentation on media relations to the N.C. Solid Waste Enforcement Officers Association at their annual conference last week. Like most of us, I have ideas and thoughts on the issue of media relations, such as never going off-the-record, always stressing the positive and boiling down your message to no more than three key points - and then repeating those points throughout the interview.

As I was working on my presentation a few weeks ago, I decided to solicit input from my fellow NACIO members and posed a query to the listserv about best tips for media relations practices. I received numerous good ideas and incorporated all of them into my presentation. Of particular value were the thoughts of PIOs who are former media members and who could provide some specific insight as to how newspapers and television stations decide what goes on the news.

I encourage each of you to use the listserv, especially if you are faced with a particularly thorny issue at work or if you have been assigned a new task and you are looking for advice from those who have gone before you. Using the listserv is simple: simply send an email to nacio@lists.naco.org, and the email will be automatically forwarded to all NACIO members. OF course, you must be a member in good standing to access the listserv.

I also encourage you to share your thoughts and experiences when others seek input through the listserv. It is a great way to share your knowledge and to bolster the professionalism and capacities of all of our members.

NACIO is also getting into the campaign swing of things. As members are aware, Larry Liddell had to resign his position as NACIO President earlier this month when his county eliminated his position due to budget cuts. That has created another vacancy in our leadership team.

As the NACIO bylaws state, when there is a vacancy in an officer position, all the other officers move up to fill the vacancy for the remainder of that term. That means we now have a temporary vacancy in the office of Second Vice President. NACIO will hold a special election to fill this position through July 2013. Whomever wins the special election will have to run for Second Vice President again in July 2013. He/she will not automatically remain on as Second Vice President.

Interested parties who have met the requirements for the position must submit a letter announcing their candidacy, qualifications and how they will contribute to the NACIO leadership by Monday, Oct. 29. Please email the letter to me. I will post the letters on the NACIO website on Thursday, Nov. 1. Voting will commence that day and run through 5 p.m. on Monday, Nov. 12.

Voting is limited to NACIO members who have paid their dues for either 2012 or 2013.

The following requirements must be met to serve as a NACIO officer:

• Must have been a member for three years
• Must have been active in NACIO, which is determined as either: A) participating in a NACIO-sponsored workshop at a NACo conference; B) serving as chair of the NACIO Awards of Excellence Competition; C) serving as a member of the NACIO Board of Directors.

The Board of Supervisors for Tunica County eliminated my position due to budget cuts for the 2012-13 fiscal year. I have enjoyed my time in NACIO, during which I have had the pleasure and  privilege of serving as a Regional Director, Awards of Excellence Chairman, 2nd Vice President, 1st Vice President and President.

I leave knowing that NACIO is in fine hands. First Vice President Todd McGee will make a great President, and our newly elected Second Vice President Jessie Beyer will make a great 1st Vice President. Terri Graham will continue to be a great Secretary.

Todd will post information about how NACIO will proceed with appointing a replacement for the remainder of my term on the website shortly. Our bylaws state that, when an absence occurs in the office of President, the First Vice President will move up to fill the remainder of the term as President and then serve his/her two-year term as scheduled. All other officers will also move up, which will create a vacancy in our Second Vice President position for the remainder of 2012-13.

I take pride in believing that I am leaving NACIO in better shape than when I joined in 2004. Please know that I have enjoyed meeting many of you and hopefully we will meet again down the road.

Adios.

Should you?

This is a question being tossed about in a lot of counties across the nation today, and many are deciding they should. People are looking for the county to help them in some manner, and how can they get help if they don’t know what or who to look for? Citizens’ Academies are an excellent means of education for a public that is hungry for information about what counties can do for its people.

It begins with county leadership participating in the process. Every county administrator should be available to lead the discussion in the first class, and every department head taking the instructional lead in classes.

The National Association of Counties (NACo) has a board game called “Counties Work” that is instrumental in teaching the county story. The National Association of County Information Officers (NACIO) wholeheartedly endorses this fun educational game and, in fact, helped develop it with NACo.

New NACO priorities to advance NACO’s Executive Director Matt Chase is already working to align organizational resources and federal policy goals, improve research on county innovations and solutions and enhance communications with the membership and partners. Furthermore, he is going to examine NACo’s relationship building and partnership efforts with state associations, affiliates, corporations, foundations and other stakeholders.

Your constituents need to know that NACO assists counties in many ways, including cost-saving, efficiency and innovative solutions (including partnerships with state associations, affiliates and others), evaluating the financial, intellectual and human resources necessary to successfully implement the board’s vision and objectives.

All of this can be included in a Citizens’ Academy program in your county. Check out Helpful Links on the NACIO website and contact one of the counties listed that sponsors a Citizens’ Academy. You will be taking the first step to educating your citizens as to what your county does for them and how they can take advantage of the benefits of county government!

"I am very pleased to announce that Jessica Beyer of Blue Earth County, Minnesota, has been elected by her peers as Second Vice President of the National Association of County Information Officers,” said Liddell. “I am not only excited for her, but I am excited for NACIO as she exemplifies the quality of person we need to lead NACIO."

As Second VP, Beyer will work closely with Liddell and First Vice President Todd McGee of the N.C. Association of County Commissioners as the NACIO Executive Team. NACIO officers serve two-year terms. Liddell’s tenure as President will end in July 2013, when McGee will then become President and Beyer will move into the First Vice President position. At that time, NACIO members will elect a new Second Vice President.

“Jessica’s experience in county government and her previous involvement with NACIO as a Board member and as chair of the Awards of Excellence Competition in 2011 make her extremely qualified to serve as a NACIO officer,” said McGee.

The Second Vice President position became open in July when Diana Buckley of Ellis County, Texas, announced that she had accepted a job in the private sector. NACIO bylaws state that members must work for a county government or state association of counties.

The office became vacant in July. Jessica will serve as Second Vice President until July 2013, when she will automatically become First Vice President and Todd McGee will automatically become President. In July 2013, we will have another election for a Second Vice President. Information about how to file for that office will be posted on the NACIO listserv next spring.

Officers in NACIO serve two-year terms. If you are interested in becoming more involved in this organization, please contact any member of the NACIO Board of Directors to express your interest.

This year, nearly 350 entries were received in nine categories from large and small counties and state associations of counties. Ranging from annual reports to events for children, county communications projects demonstrated the breadth of county government services as well as counties’ commitment to inform and engage their citizens.

Dave Rose, Public Information Officer for El Paso County, Colo., coordinated the event for NACIO.

“The judges told me that in reviewing the entries they were surprised to see how many things counties do for citizens,” Rose said. “They were impressed by the highly effective messaging they saw in entries from both small and large counties and found it very difficult to single out a 'Best of Class' winner in several categories where there were several truly outstanding entries.”

I want to thank everyone who participated in this year’s competition, and I congratulate all the winners. Especially I want to congratulate all of the best of class winners and, of course, the Best of Show winner, the County Commissioners Association of Pennsylvania, for its publication commemorating its 125th anniversary.

Finally, I want to send my deepest appreciation to Dave, who coordinated the event while handling the media during one of the worst wildfires in Colorado history. The Awards of Excellence competition is tough enough to coordinate without the additional burden of coordinating media during a natural disaster!

Dave Rose did a yeoman’s job in handling both.

Six months in the making, this website is for NACIO members to explore and utilize on a daily basis. It is designed to serve members, individually and collectively.

We sincerely want each member to benefit by visiting the website as often as necessary. We have worked hard to make the website as user-friendly as possible and something of which to be proud.

I personally want to thank NACIO First Vice President Todd McGee, 2^nd Vice President Diana Buckley, retired Texas Association of Counties Communications Director Jim Lewis, and the professionals at VC3 for helping put this website together.

We look forward to serving you for any years to come.