Newspapers should begin now to outline a process for editorial endorsements in the November elections. Who do you believe are the individuals who can best represent community interests? Why should a particular ballot initiative be passed or defeated?
Yes, this is my annual pitch for newspapers to give serious consideration to advancing editorial recommendations. I appreciate many editors and publishers will dismiss the idea out of hand, and that is disappointing.
Newspapers unfortunately are increasingly hesitant to weigh in on election choices. The challenges admittedly are heightened in community newspapers, but endorsements are becoming scarcer in larger newspapers, too.
We all know the reader refrain: “What gives you the right to tell us who to vote for?” Publishers pay extra attention – are hesitant to take any risk – in these days of hyper partisanship and the fractured media landscape, especially when revenue may be threatened.
I recognize the concern – and still remain a firm believer that vibrant editorial pages are at the heart of vibrant communities. I believe aggressive stances can be taken if crafted carefully. It’s important not to portray yourself as an ivory tower. Any editorial should not be positioned as the “correct” opinion or the final word on a subject. Commentaries, at their best, should present a reasoned, researched and well-thought out position.
And, by all means, welcome feedback.
A conversation on endorsements is also an excellent reminder that editors should make it regular practice to educate readers on the role of editorial pages. A healthy exchange of ideas is at the core of healthy communities.
Coverage of public affairs – recording the actions and inactions of governing bodies from local to federal levels – demands attention from newsrooms year-round. And for good reason. Elected officials regularly debate and shape policies that affect citizens’ everyday lives. Those actions should be – and are – regularly analyzed and interpreted by readers on opinion pages. Newspapers also routinely weigh in.
Think of a memorable commentary you’ve written about public policy that has generated the greatest reaction. To whom it was directed? Who were the decision-makers? A school board? Municipal government? County board? A state or federal governing body?
If you believe so strongly in positions taken by an elected body, shouldn’t a newspaper have equally strong convictions about the people who ultimately make those decisions?
I consider political endorsements the final – and an important – step in the continuum of substantive election coverage. Months-long campaigns begin with candidate announcements. That typically is followed by an exchange of press releases, a variety of forums and then candidate profiles highlighted with Q&As on key issues.
Coverage is punctuated by examination of candidate stances. Opinion pages become alive with a marketplace of ideas, often featuring many new voices. Individuals and organizations speak from their particular perspectives.
Why should your editorial voice go silent? Newspapers have especially valuable insight as a clearinghouse of information. They offer a broad view of what makes a community or region tick. They should seize the opportunity to chime in on those candidates they believe can best deliver the policies necessary to help communities flourish.
Endorsing candidates in local races can be especially sensitive given personal relationships. It’s best to stick to the facts and not stray into personalities. One of the early exercises should be to brainstorm the priority issues. These topics will be the basis for candidate interviews, and their responses will provide a framework for endorsements.
It’s understandable that newspapers still may be skeptical about endorsing in local races. So consider this alternative. Write an editorial outlining what the newspaper identifies as the key issues in a race – and where you stand on these issues. Then encourage readers to vote for the individuals who align with those stances they deem most important. You have not endorsed specific candidates, but readers can connect the dots.
The final step is to allow feedback. The effectiveness of any editorial is minimized if readers aren’t allowed to debate its merits.
Newspapers routinely promote the opinion page as the heart of democracy. Readers may still challenge the practice of “telling us who to vote for,” but they will be doubly upset if you don’t offer ample opportunity to challenge the rationale.
Jim Pumarlo is former editor of the Red Wing (Minn.) Republican Eagle. He writes, speaks and provides training on community newsroom success strategies. He is author of “Journalism Primer: A Guide to Community News Coverage,” “Votes and Quotes: A Guide to Outstanding Election Coverage” and “Bad News and Good Judgment: A Guide to Reporting on Sensitive Issues in Small-Town Newspapers.” He can be reached at www.pumarlo.com and welcomes comments and questions at jim@pumarlo.com.