Recent Writing
Election 2008: Your Guide to Excellent Campaign Coverage
Covering elections is hard work. Considering the hyper-partisanship of readers, the dozens of interest groups knocking on your door and the demands of new technologies, it’s amazing when a community newspaper can produce any meaningful coverage.
Vibrant editorial pages – a community’s conscience
Quiz any group of editors and you’ll find little disagreement. Local news is the franchise of community newspapers. School board actions are more important than congressional deliberations. Prep sports deserve top billing over professional teams. A local fund-raiser merits more prominence than even a dramatic story from across the state.
Business news much more than grand openings
A discussion of business news inevitably prompts editors to focus on routine Main Street occurrences. A clothing store celebrates its grand opening. A restaurant opens, offering a distinctive cuisine. A flower shop celebrates its 25th anniversary.
Editorials can serve variety of purposes
A newspaper has a responsibility, say, to identify all stores fined for selling cigarettes to underage youths, especially if the fines are assessed at a city council meeting. Nevertheless, the story will likely draw wrath from the businesses and from their employees.
Don’t close the books on the 2006 elections
Mention election coverage in the aftermath of the midterm contests, and most newsrooms will likely turn a collective deaf ear. Yet this is the perfect time ñ before the files are formally closed – for editors and reporters to evaluate how they performed in 2006 and to identify steps for improved coverage in 2008.
Candidate endorsements still provide benefits to newspapers
Quiz a roomful of editors and reporters on their most memorable editorials. The noteworthy ones invariably deliver messages targeted toward specific decision-makers who are in position to debate and craft public policy. In one community, the focus is a city council deliberating whether to enact an ordinance for barking dogs. In another case, a county board is debating a development which will have a significant impact on tax base. On a state legislative level, editors routinely weigh in on tax, health care, transportation and myriad other public policies.
Rules of Endorsement
Coverage of the coming 2008 elections is already building. But it’s vital to consider, at the same time, that editorial endorsements in local elections are becoming increasingly scarce among community newspapers. Newspapers like to tout their role as government watchdogs, so endorsing local candidates should be routine — and free of pressure from “local interests.”
Ethical situations should be part of your training
Readers want assurances that stories are accurate, fair and not tainted by ethical lapses. A single error in judgment – Jayson Blair’s fabrications at the New York Times, for example — damages the believability of that newspaper and all the press in general.
Elements of outstanding election coverage
Election coverage is demanding and filled with potential pitfalls, especially in community newspapers where resources always are stretched to the limits and where editors face a battery of ongoing decisions and questions.
Press rights are public’s rights
Should the Minneapolis School Board have to disclose the terms of its separation agreement with Supt. Thandiwe Peebles, who resigned under criticism? Is it proper for the Kandiyohi County Board to select a new county administrator outside of a public meeting? Should residents be excluded from Cannon Falls Township Board meetings where officials discussed property-related issues surrounding a land-use dispute?

Who is Jim Pumarlo?
Community newspapers, at their best, are stewards of their communities. The news columns are a blend of stories that people like to read and stories they should read. The advertising columns promote and grow local commerce. And the editorial pages are a marketplace of ideas.
Jim Pumarlo understands that energized newspapers are at the foundation of energized communities. His message is straightforward: Community newspapers – whether delivering information in the print or on the Web – must focus on local news if they are to remain relevant to their readers and advertisers.
You’re welcome to reprint these columns with the appropriate tagline:
Jim Pumarlo writes, speaks and provides training on community newsroom success strategies. He is author of “Bad News and Good Judgment: A Guide to Reporting on Sensitive Issues in Small-Town Newspapers,” “Votes and Quotes: A Guide to Outstanding Election Coverage” and “Journalism Primer: A Guide to Community News Coverage.” He can be reached at www.pumarlo.com and welcomes comments and questions at jim@pumarlo.com.