| Topics: Civic Communication The Oregonian
1994 Elections The Oregonian kicked off 1994 elections coverage with a look at qualities that contribute to leadership (e.g., ability to generate consensus), offering tips on how to evaluate candidates. Next, news staff used polling data and other research to define key issues; the paper developed pre-campaign story packages on crime, growth, education, environment vs. economy, jobs and economic development, and taxes-government efficiency. These packages were followed by in-depth coverage of candidate positions. The paper also stepped up use of audiotext services to encourage reader participation, suggestions and questions for and about the candidates. Finally, the started running reporters' phone numbers at the end of major stories, to allow readers to contact they reporters directly. A case study by Project on Public Life and the Press
New York University, Department of Journalism,10 Washington Pl.
New York, NY 10003, (212) 998-3793 © Project on Public Life and the Press,1994 The Project is funded by a grant from the John S. and James L. Knight Foundation. The Oregonian (newspaper)
1320 S.W. Broadway
Portland, OR 97201
(800) 826-0376 (toll-free)
(503) 221-8439 (phone)
(503) 227-5406 (fax) Ownership
Newhouse
No. newsroom employees: 280 Circulation
390,000 (daily)
450,000 (Sunday)
Circulation area (pop.)
Statewide and one or two counties in Washington state. (2.9 million) Initiative
1994 election coverage Dates
January 1994-present Lead Editor
Michelle McLellan, politics editor Executive in charge
Sandy Rowe, executive editor When and how did this initiative get started?
Building on lessons about citizen-based, issue-driven campaign gleaned during coverage of a 1993 sales-tax referendum, the 1994 elections coverage extends Executive Editor Sandy Rowe's conviction that furthering the cause of democracy is a newspaper's highest calling. What are the goals of the initiative?
To improve the citizen's ability to evaluate candidates and to generate elections coverage that addresses issues citizens say strongly affect their decisions about candidates. What does the initiative entail?
The paper is using the techniques outlined above to focus on coverage of gubernatorial and legislative races, congressional races and the council that runs metro-area regional government. Both state politics and local government reporters are involved. How many people are working on it?
Six. Response to the Initiative In the newsroom:
Enthusiasm built through the campaign. Reporters were lukewarm about putting their direct phone numbers at the end of stories - until good story tips started coming in. Elements incorporated into regular newsroom routines and/or culture:
More attention to headlines and graphics to make sure they hit key citizen issues. In the community:
Readers call at a steady rate, mostly to encourage the coverage trend or to offer story tips. Among political leaders:
Little reaction, even to the leadership package. What's next:
By the end of 1994, the Oregonian plans to completely reorganize all politics and government reporting to form a public life team focused around issues rather than organizations. Editors also plan to add reporters' phone numbers to all major stories, regardless of subject area, but are beginning with political writers because last year's sales tax referendum coverage broke down initial resistance to dealing directly with citizens. Case study written by Lisa Austin, Assistant Director of the Project on Public Life and the Press, March 1994. Lisa is also a member of the CPN Journalism editorial team. Update The primaries are putting public journalism under a lot of pressure because they are so crowded with candidates. Politics Editor McClellan said she could use "four more reporters." Even so, the politics team is even moving ahead to create an "influence" beat. Newsroom leadership is consistently supportive, giving permission for the risks of connecting thoroughly with the public. Newsroom resistors say public journalism is "too risky." Interestingly, they have their public counterparts. Political-campaign organizers complain because the paper has moved away from the horse-race approach to political coverage in favor of indepth attention to issues and the public interest. Overall, though, public journalism seems to work especially well in the Oregon culture. Both the public and many in the newsroom seem totally comfortable with the reforms, and tend to urge one another on.
- RCN, 6/94 More Information Project on Public Life and the Press
New York University
Department of Journalism
10 Washington Pl.
New York, NY 10003
(212) 998-3793 Back to Communication Index | 
