I’ve been given an opportunity to speak on a media panel Monday morning at the Association of Oregon Counties meeting in Bend. Since lists are so popular online: “Ten Ways to Restart Your Love Life,” or “Five things THEY don’t want you to know about xxx” – I figured it’s a good way to share some of my never patented “free advice, worth every penny you pay for it”;-) So here goes – and much of it, as always, isn’t limited to the public-sector audience on hand for this event. (And besides, this beats printing handouts! Easily updatable too;-)

SPEAK ENGLISH: I can’t stress this enough! If it takes four pages of a news release to explain how something works, it might not be worth trying. Don’t leave out the basics! Translate for us and the public. Oh, and if you’ve hit the third or fourth line for a first paragraph, stop and reconsider.

THERE IS NO PERFECT-LENGTH NEWS RELEASE: Breaking news? Fire off a  media advisory tip on where to be when and who to talk to. A complicated tax issue? Maybe serve up two full pages. But then, stop. Offer the name and title of a person WHO IS AVAILABLE TO TALK TO. Don’t frustrate reporters or the public with an inability to get clarification/answers. Don’t put out a release on taxes the week the assessor is out of town or too busy!

BASIC GRAMMAR MATTERS: Spare harried editors and reporters from having to fix simple things. But you communicate directly by social media now – so it’s not just about us! Please put periods and commas inside quote marks. Don’t capitalize titles, except immediately before names. And consider buying a subscription to the AP Stylebook, and follow it when your own rules don’t cover something. One person may decide your grand information’s fate, so make it easy on them!

“SAID” IS A VERY GOOD WORD: No one usually ‘converses,’ ‘states’ or other verb-option verbiage. “Said” is never, ever over-used! Speaking of simple – if you want to get a reporter or editor’s attention, don’t put “press release” in the subject line! Say something! Maybe 5-6 simple, attention grabbing words, like “Deschutes County to cut property taxes 30 percent.” I’d open that!

WE KNOW WHAT YEAR IT IS – TELL US WHICH DAY OF WEEK YOUR EVENT IS: Except in the last or first month or so of a year, the day of the week for a meeting, especially a public hearing, is FAR more important for folks to know than the year, which we can usually safely presume is the one we’re in. Don’t waste space – and please don’t make us get our calendar out.

YOU LIVE BY ACRONYMS – THE PUBLIC DOESN’T: There’s absolutely no reason to show the acronym in parentheses after every funky plan, group or agency. If the geeks use the term in a quote, write around it.

FIND WAYS TO UN-CONFUSE PEOPLE: We have a wildfire with two names. Back and forth they’ve gone. Why? I asked and was told. But it’s not just reporters who want to know. Find a way to tell people or they will guess. Often wrong.

FIND WAYS TO WORK WITH SOCIAL MEDIA: Not against it! Sure, it’s a new jungle, full of vile people saying awful things in front of your back, not behind it. But if you decide not  to play in that jungle, that it’s just too risky — well, they’ll be talking, with or without your involvement. Your citizens are there, and they expect answers and the most transparency allowed. Arguments yes, they will happen, but respect, too, for being willing to get involved and share the whys behind the whats.

DOES YOUR STAFF CHANGE? WELL, SO DO OURS: People come and go in our business all the time, or have time off – just like yours! So find the best newsroom-wide (and position-based) addresses for a news release, not just reporters. And for heaven’s sake, don’t have a mailing say “Hello your name here” in some database that hasn’t been updated for years.

PERSONAL RELATIONSHIPS WITH REPORTERS ARE GOOD – TO A POINT: If you build up a great relationship with a reporter – at newsrooms big enough for beats, that is – sure as shootin’ that guy or gal is likely to leave, and you start all over. Better to have a sit-down with the whole newsroom once in a while to put faces with names. Please, NOT just the newspaper editorial boards. That facial recognition and investment is worth your time.

But wait, there’s more! Here’s a bonus No. 11 and 12!

DON’T TAKE TOO LONG! I know many govt. agencies require layers of approval before putting out any info to the public. Please seriously consider the tradeoffs in not getting something out faster. Sure, you might have to correct or update later, but … you WILL curb the social media rumor mill.

TELL SPECIAL GOOD NEWS: I often explain, or perhaps defend – it’s a fine line – government in what I call today’s toxic “Blame Society.” But do your part by letting people know – directly via social media if we’re not listening – the many good things you’re doing, from the trash collector who just marked 30 years of very early shifts to a retiring official’s broad impact behind the scenes. It won’t crowd out the bad news, but it can present a more well-rounded picture and reduce the need for PR puffery the next time you have to share bad news with the public, like a fee hike or detours.