Take steps now to report on 2024 local government budgets

We’re more than halfway into 2023, and many local governments are well involved in exploring 2024 budgets. Are your newsrooms aware of the process? Are you keeping readers abreast of the dynamics?
It’s not too early to brainstorm ideas for timely and meaningful coverage. Shaping and adopting budgets often takes months encompassing hours of meetings and hundreds of pages of documents. Yet most newsrooms likely observe and report only a snapshot of the process.
Taking steps now will help prevent the pitfalls when reporters first view the budget days in advance – or maybe even at the meeting itself – of its adoption. Those circumstances are a recipe for disaster from the perspective of the governing body, the newspaper, and the readers.
Reporters naturally seize on the statistics in budgets, but numbers will make minimal sense without benchmarks and interpretation.
Step one, get inside the numbers.
Prepare a calendar – Familiarize yourself with the steps of formulating budgets and share appropriate dates with readers. Some benchmarks are “internal” such as workshops, public hearings, and preliminary and final adoption of budgets. Some dates are “external” such as state certification of local levies. Even if you do not report on all meetings, consider attending specific ones for background.
Dissect the puzzle – It’s misleading and incomplete to simply treat the budget as a single dollar figure assessed against – funded by – taxpayers. Be aware of the pieces. For example, examine differences among the general fund, enterprise funds, and capital funds. Budgets also include projects funded by grants. All these expenses may show up on the bottom line, but it’s important to note whether they are ongoing or one-time expenses along with accompanying funding sources.
Identify variables – Budgets are best guesses. Note that projected expenses and revenues are moving targets. For example, contracts with healthcare providers may not be finalized until year-end. Also, government bodies may negotiate contracts with several units of union and nonunion employees. Contracts likely vary by length and date of ratification.
Step two, provide meaningful interpretation. Readers and local government bodies alike benefit from providing the broadest picture, which also can promote thoughtful community discussion.
What is the overall tax picture? – Budgets of cities, counties and schools, plus other local taxing authorities, all contribute to tax statements sent to individuals and businesses. Reference the tax impact of other local government units when one body adopts its budget. When all budgets are final, write a story presenting the cumulative impact.
Where does local cost-of-government rank? – How does my city, school district, or county budget rank with its counterparts across the state? Providing the answers in advance of hearings can lay the foundation for great dialogue. It’s most instructive to focus on expenditures per capita versus tax levy per capita to reflect the varied sources of funds. For example, a government unit in a similar-sized community may have a relatively low tax levy because it receives a significantly larger amount of state aid.
Give numbers context – The best interpretation of budgets uses a combination of reporting dollar and percentage increases and decreases.
Revisit budgets – Track budgets a couple of times throughout the year to see how the performance aligns with the stated objectives. Even if there’s no story, the review can help prepare for when work starts on the next budget.
Finally, don’t be afraid to ask the question. Your goal is to ensure a thoughtful and educated discussion. There is a good chance that the elected officials themselves don’t have a full grasp of all the numbers. Furthermore, if you don’t understand the statistics, the resulting story will be confusing to readers.
The strongest coverage of all public affairs reporting, and especially reporting on budgets, is two-pronged: solid advances to lay the groundwork for an informed discussion, and follow-up reports that provide meaningful interpretation of actions.
Review these two stories as you consider your approaches to reporting budgets.
Here’s a great report from the Rochester (Minn.) Post-Bulletin that appeared in mid-April: “Rochester council discussing budget impacts Monday.” The story previewed a study session that outlined economic factors affecting future spending as the council considered priorities. The follow-up report outlined seven things to know about the impacts on the next two-year city budget.
Contrast that account with what is an unfortunate practice at too many newspapers.
Here is the lead from a budget hearing last December in another newspaper: “During the city’s truth-in-taxation meeting the City Council held a public hearing and approved 2023 budgets.” The story explained the hearings are intended to improve accountability by focusing taxpayers on the relationship between budget decisions and property taxes, yet there was no advance to the hearing. One paragraph summarized dollar changes in the general and capital improvement funds with no detail or context. The proposed tax levy was zero percent, but residents still commented on the city’s history of higher property taxes.
Developing relationships is at the foundation of delivering solid budget stories, and it requires efforts from both sides.
Here’s a starter. Imagine the reaction if you invite the city administrator to explore how city hall and the newspaper can cooperate to enhance the understanding of city budgets. You might be surprised at where the conversation leads, and – most important – your readers stand to be the ultimate beneficiary.
Get more mileage out of testimonials

Back in my ad agency days, I worked with a real estate client on a series of customer testimonials. We started with one, then added another and another. The final count was more than a dozen, which kept the campaign fresh and gave us a lot of flexibility.
The plan was to run smaller ads with one testimonial and then to place three small testimonials at the top of weekly, full-page ads which featured descriptions of houses for sale. The ads attracted the attention of prospective buyers and sellers (many of whom recognized their neighbors) and the company’s agents (who were proud when their clients were featured). One testimonial photo and quote featured a South Korean couple who had relocated to the area when one spouse’s high-tech employer moved a number of executives to North Carolina from that country. The quote appeared in Korean, which appealed to others who were relocating with the same company, in addition to attracting a lot of attention on the page.
This strategy gave us more mileage than a campaign with two or three testimonials because there were so many different combinations. If you’d like to try something similar, here are the steps to take:
- Select the right testimonial subjects. Your advertiser can make the choices. Go for variety: some individuals, some couples, and some international customers, if possible. In the case of real estate, balance testimonials between home buyers and sellers.
- Get the right testimonial quotes. You can coach your advertiser on how to do this. Keep the quotes brief, with a target of 10 to 20 words. The quotes can be obtained by phone or email, or even in person. Make sure the subjects understand that their comments may be edited slightly for brevity.
- Be specific. A testimonial ad is a way to convey selling points about the advertiser. As a result, it’s important to ask questions to direct answers in the right direction – and to create a variety of statements. “XYZ’s service team responds quickly to calls. I can always count on them” is more informative than “The XYZ Company is great. I really like them.” The next quote can focus on something other than service – product selection, for example.
- Photos are a must. Taking photographs has gotten simpler with each year. It’s okay to use your phone. Headshots are best. Clean, uncluttered backgrounds provide better ad reproduction.
- Get signed releases. Depending on the laws in your area, make sure you have the proper permission to use each testimonial. Release forms can be found online.
- Establish a rotation. Be flexible. The more testimonials you have, the greater the possibilities – some ads with one testimonial, some with multiple testimonials.
- Thank (but do not pay) your testimonial subjects. Unpaid testimonials from real customers have the ring of authenticity. Your advertiser should send a nice letter, along with their photo (preferably 5×7) and a copy of an ad in which they appeared. It’s another chance for your advertiser to strengthen their relationships with clients.
(c) Copyright 2023 by John Foust. All rights reserved.
API accepting grant applications for 2023 Civic Discourse and Community Voices Fund
The American Press Institute is now accepting applications from local and community-based news organizations throughout the United States to kickstart initiatives to strengthen civic discourse in their community.
Both nonprofit and for-profit news organizations may apply here by August 21 by 8 p.m. ET for grants of up to $10,000 from the 2023 Civic Discourse and Community Voices Fund to be used over four months starting in September. The grant period will include virtual opportunities to share insights with other fund participants, learn from other civic discourse practitioners, and develop new skills.
API anticipates the cohort will include up to 20 news organizations. Projects will be prioritized that pay special attention to a diversity of voices and people. Projects can also be new or built upon existing work.
Experiments enabled by the grants should help news organizations learn and build toward sustainable civic discourse initiatives, ones that are in place for the 2024 election year and beyond.
API is especially interested in civic discourse projects that deeply involve communities of color. We are also interested in projects that give voice and build bridges among other differences, such as religion, class, immigration status, language barriers, politics, and more.
Read more at americanpressinstitute.org
You can find participation details and the eligibility requirements, and apply here.
September 22 Symposium at BU – Black Media: Reflecting on the Past and Reimagining the Future
Black Media: Reflecting on the Past and Reimagining the Future is a day-long symposium on September 22 at Boston University. It was created to highlight Black media professionals and their innovative and important work in the journalism, PR, marketing, advertising, and film industries.
The symposium speakers have broken barriers in their fields, amplified Black voices and stories, and navigated the challenges that still exist for Black storytellers and communications professionals. Their experiences and perspectives will be shared on panels ranging in topics from the future of antiracist journalism to cultivating diverse talent in the media industry.
Attendees will network with other media professionals, gain insight into their careers and ambitions, and celebrate the important work–past, present, and future–of Black media.
Registration is open to members of the BU community and others interested in Black media. Attendees will receive free admission with registration.









New legislation to support local newsrooms and local advertisers has been introduced in the 118th Congress. The Community News & Small Business Support Act was introduced by Congresswoman Claudia Tenney (NY-24) and Congresswoman Suzan DelBene (WA-1), both members of the Ways and Means Committee.






Applications for 13th annual New England First Amendment Institute close on August 18
NEFAC provides a tuition-free investigative journalism institute each year for 25 working journalists within New England. It includes workshops and presentations featuring some of the country’s most elite investigative reporters, editors, and media attorneys. More than 300 journalists from 100 local news organizations have benefited from the New England First Amendment Institute since it began in 2011.
The deadline to apply is August 18, 2023. Application materials can be obtained here.
Speakers and faculty for this year’s institute will be announced in the coming months.
Learn more at nefac.org