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Seven Suggestions for Presenting Propositions
by Scott Shafer, KQED, San Francisco
- As much as possible, make proposition stories about people the ones who put it on the ballot, or those who have stories to tell about why the proposition is needed, or feared.
- Compare non-English ads on radio and television with those in English. Are the proponents/opponents saying the same thing?
- How important is it to get key politicians like the governor on the record? There is some disagreement here, with some saying their endorsement or opposition can matter, while others say the issues transcend individual politicians.
- Follow the money. Whos sponsoring and opposing the initiative? Whats their interest? What does it tell you about the real reason its on the ballot?
- Voter fatigue: Are citizens burned out over propositions with so many on the ballot?
- Its important to sell the news director on covering politics. Dont assume viewers/listeners dont care about election issues.
- Be sure to followup after an initiative passes or fails to see if the arguments for and against hold up post-election.
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 Property Tax Levies Made Clear
KING  Seattle, Washington
clip run time » 3:08
Ballot measures are often difficult issues for voters to understand, and anything to do with budgets can often have viewers tuning out. Reporter Robert Mak takes a close look at proposed property tax levies in Washington school districts. Supporters claimed that tax rates would drop if the levies passed, and Mak finds a way to explain clearly whether this is true.
Initiative On Trial: Vouchers
KQED  : San Francisco, California
clip run time » 1:39
KQED literally tried something different in its coverage of the school voucher debate in California. They set up a courtroom and put a proposed ballot measure on trial. With expert witnesses, cross examination, and all the trappings of a regular case, viewers were able to collect lots of information and opinions to help them understand this complicated issue.
Proposition 22: Definition of Marriage
Sacramento, California
clip run time » 2:08
This California definition-of-marriage proposition on the spring ballot was highly controversial, and reporter Anita Vogel shows how the issue cuts across the presumed lines of party and religion by featuring a conservative politican and a pastor who oppose the proposition.
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Lakewood
Transit
The Man Behind the Initiative
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I-695: Car License Tab Fees
KING Seattle, Washington
Lakewood clip run time » 3:22
Transit clip run time » 3:22
The Man Behind the Initiative clip run time » 2:39
When an initiative to drastically lower the vehicle excise taxes in Washington State appeared on the ballot, KING responded with in-depth reports that suggested how such a measure could affect the community. These slightly longer stories allow for plenty of detail and discussion, and cumulatively give the viewers an informed and colorful portrait of the entire ballot process.
Prop. 26: School Bonds
KPIX  San Francisco, California
clip run time » 2:14
By allowing someone who will be affected by a ballot measure tell part of the story (in this case, a principal touring a decrepit school building that needs repair funds), it personalizes the impact of politics and shows the viewers why they should care.
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