It’s complicated stuff, this election coverage business.
Campaign issues evolve slowly over time. Turn-of-the-screw developments are tough to follow and downright boring when presented in the wrong way.
The 2004 election is likely the most important news project of the coming year. So how can you get readers to actually read what you publish?
I remember an editor who once said, “If you want to make political coverage engaging, ask sports editors or people who don’t usually cover it how to make it engaging.”
In many ways, he was talking about presentation — fresh, visual tools to help readers easily understand who and what they’ll be voting for and how they can get involved. Bio boxes, candidate Q&As, photo stories, voting records, polling graphics, and issues grids can provide easily digestible
background — much like box scores on a baseball page.
Let’s take the idea of the story form further:
- Did the incumbents do what they said they would do? A stump speech from their last campaign paired up with a record of their term in office might make a simple, interesting comparison.
- How much does the mayor’s job pay? What are the job requirements? Chip Scanlan, a Poynter colleague, envisioned this story told in graphic form as a “help wanted” listing, paired with the applicants’ resumes.
- Complicated issues on health care or the environment might become clear when compared in a grid with side-by-side viewpoints from the candidates.
The elements of visual planning for the election year might be as simple as the development of regular features:
- An index of links to previously published materials archived on the Web would be useful for the reader who subscribes only to the weekend paper. You can’t repeat information too often for the voter.
- Ongoing photo coverage of candidates in unscripted moments provides a clearer picture of the candidate than the typical five-minute portrait “op” on election night. Resources devoted to getting to know the candidate now might also lead to better access on election night.
- Readers typically catch up to issues at the last minute before they vote — often by cramming on the voters’ guide. A regular summary rail of developments on campaign issues might be helpful as the year progresses. It will also make it easier to assemble key points for a voter’s guide.
- A regular calendar of events (debates, town hall forums, etc.) would offer important mobilizing information.
These are just a few ideas, gathered from discussions around Poynter. We invite you to use this forum to exchange some more thoughts.
