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County�s TV advertisements focus on image By Dani Dodge "What�s in it for you?" a mustachioed county spokesmodel asks in Jackson County�s new television ad. "Clean water," he answers as water gushes from a faucet. "Clean air," says a female spokesmodel, twirling and looking up through a pine tree canopy. And a $35,000 bill. But, the spokesmodels don�t say that on the county�s new image ads. And actually, county officials say the $35,000 price tag for the county�s new television advertising campaign is a bargain. It�s half what they used to pay for a quarterly newsletter that was distributed in the county�s four newspapers. County pours money into public relations In doing television advertising, Jackson County is setting itself apart. At $125,000 a year, the county pays more for public relations than any city in the county. Most local cities stick strictly with informational newsletters. With staff time and supplies combined, the cities� informational efforts range from $1,200 a year in Phoenix where the city contributes to a Chamber of Commerce newsletter effort, to $110,000 in Ashland where there�s a full-time marketing communications director to manage internal and external communications for the city. Ashland's director of administrative services, Dick Wanderscheid, said his city�s effort is focused on fostering communication with the public and providing information, not on "public relations." "Our council doesn�t even like the word �public relations.� I can�t imagine us doing ads like the county � just building up image," Wanderscheid said. "With public relations, there�s a perception it�s trying to persuade people or pull wool over people�s eyes." But, he said image advertising can be appropriate for some governing bodies. "A lot of cities do it to try to prove to citizens they are getting a good buy for their dollars," Wanderscheid said. No other Oregon counties are running television advertisements right now, according Association of Oregon Counties communications officer Philip Bransford. He said the amount a county invests in public relations is based primarily on available funding. He said many counties rely on word of mouth because they can�t afford anything more. Others put their meetings on cable television (as does Jackson County), while others have newsletters. "The point is to communicate back to the taxpayer what is happening at local government," Bransford said. "And not every county has a news organization with the resources to devote a ... beat reporter to the county." Bransford said, though, that even the best-produced cable program has only a fraction of the audience of traditional television. "Again it comes down to a matter of resources, basically," he said. "What�s the best way to reach the public, because they deserve to know what�s happening. If it�s cost-effective with TV advertising, then Jackson County is doing the best it can for its voters." "The right kind of advertising generates the right kind of interest from the people," said County Commissioner Jack Walker. "We knew there would be some people asking �Why are you projecting an image?� But I think it�s worth informing the public about what we do. "And I think it will reach many more people than the newsletter." Jackson County changed its public information strategy this year when it changed its public relations firm. The county formerly contracted with Communications Group to provide the newsletters, public access television shows, crisis management and internal communications. In December, county commissioners contracted with The Maentz Agency to provide up to $125,000 a year in similar services. Jim Beaver, the president of Communications Group, said his approach was to tell the county�s story and build trust with a journalistic approach. It involved telling stories about people who benefited from county services and promoting a dialogue between the county and the public. "There�s a fundamental difference between journalism and advertising and apparently they decided to change from journalism to advertising," Beaver said. "The one ad I saw was an image ad. It used models, not county people, and was essentially a commercial. "I don�t think you build trust through image ads." The Maentz Group created the commercials for $5,000. They are spending $30,000 to air them 56 times per month through November. There are five versions of the ad. They currently are running on KDRV Channel 12 during popular shows like "Dharma and Greg" and "Good Morning America." Based on television viewing surveys, Jackson County residents are expected to see the spots 3.87 times this month, said company President Bill Maentz. Although the advertisements will move to different networks and different shows based on what�s most popular, that exposure rate should continue through November, Maentz said. "We are trying to show things people may not know their county does," said Maentz. "Sometimes the good stuff doesn�t get published and a lot of the bad stuff does and yet there�s a lot of good people doing good things. "We are trying to expose people to things the county does." He noted that the county�s Web site is flashed on screen in the commercials. People can go to the site for up-to-date and detailed information. County Administrator Sue Slack admitted the advertisements "are not meaty," but by promoting the Web site they are moving the county into the future. "We are growing the Web site," Slack said. "Our long-range goal is you should be able to do all your business with the county online." Both Slack and Walker noted that television advertisements for the county�s park system last year increased park attendance substantially. "Through the advertising of the (Emigrant Lake water slide) park, we maximized the use out there," Walker said. "We were thinking about even making a bigger park." The advertisements promote a number of aspects of Jackson County government through a montage of county scenes: from a shot of a couple picnicking at the Britt Gardens to a picture of a road where a pothole has just been fixed to a glimpse of a sheriff�s patrol car. One of the scenes features the spokesmodels sharing a bowl of popcorn in front of a television. A cable broadcast of a county commissioner meeting is on the screen in the background. The woman spokesmodel remarks: "They�re looking out for us." Walker said the switch to image advertising has nothing to do with an effort by the League of Women Voters to change the structure of the commission from three full-time paid commissioners to a larger, more volunteer-style board. "I�m not going to worry about their efforts," Walker said. "If I�m here two years from now, great. If I�m not, that�s OK too. "I�m just going to do the best I can." Reach reporter Dani Dodge at 776-4471, or e-mail [email protected] Mail Tribune Home | Ottaway Newspapers, Inc. | Dow Jones & Co., Inc. | Privacy | Contact Us Copyright � 2001 Mail Tribune, Inc.