PlanRVA Day 2024: Public engagement through the local media 

Our team recently organized the second annual PlanRVA Day on June 13 – an action-packed afternoon of learning, networking and collaborating. We’re sharing recaps of the discussions over the coming days. 

Four local journalists shared insights into how they report on the news, the future of journalism, and best practices for working with the news media during a panel discussion to kick off the second annual PlanRVA Day.   

Chesterfield County Public Information Officer J. Elias O’Neal served as moderator as Keyris Manzanares with VPM News, Michael Schwartz with Richmond BizSense, Craig Belcher with Richmond Free Press and Michael Phillips with The Richmonder provided feedback and answered audience questions.  

Here are four takeaways from the panel. 

Focus on the 5 Ws when sharing news  

One of the most common reasons Phillips didn’t cover news in his former reporting roles: He didn’t know about it.  

Phillips stressed the importance of providing information before an event happens with the “five W’s” – who, what, when, where and why it matters.  

Schwartz emphasized the importance of making sure spokespersons are available. That is, don’t proactively share news and offer a source that’s not available for interviews. 

“We almost never quote a press release verbatim,” said Schwartz. “We want to talk to that person ourselves.” 

Belcher emphasized the importance of knowing what an outlet covers. He’s the new managing editor of the Richmond Free Press, which focuses on Richmond’s Black community.  

Manzanares referenced how she likes to share complex topics through people’s experiences.  

“I approach [reporting] in a way where I like to find the person first,” said Manzanares. “I think starting with someone who is being personally affected by an issue or something that’s happening in the community – it’s the most important way for people who are not experiencing it to be able to connect to the issue.” 

Nonprofit news models finding success  

Attendees heard from Phillips about The Richmonder, an upcoming nonprofit local news organization aiming to fill a gap in local news reporting with nonpartisan fact-based reporting. The online outlet is projected to launch this fall and will be dedicated to spotlighting the best of the Richmond community, while focusing on accountability.  

“Journalism as philanthropy is a new concept and it’s starting to grow,” said Phillips. 

For example, 12 online news outlets received Pulitzer Prize honors in 2024. It’s the most online news organizations to earn that recognition ever – and many of the outlets operate as nonprofit newsrooms.  

“You can’t afford for news to not exist,” said Phillips. “This is a public good and you have to start treating is as such.” 

Diverse perspectives are key to news reporting 

O’Neal highlighted how 40% of the area’s Spanish speaking population lives in Chesterfield County, a testament to the region’s growth and increased diversity.    

Manzanares is one of the few bilingual reporters in the region and focuses on building trust with the Latino community.  

“If they don’t trust you, they won’t talk to you,” said Manzanares. 

She works to share people’s perspectives in an authentic way. Manzanares likes to connect with contacts in-person and stays in touch with people via social media apps like WhatsApp and Facebook Messenger as well.  

Public engagement can be sweet 

O’Neal explained how his team successfully engaged the media to celebrate Chesterfield’s 275th anniversary. The county partnered with Gelati Celesti to create an official ice cream for the locality called Chesterfield Honey Bear Tracks. County residents helped choose the winning flavor which is now available in local stores throughout the region.  

Manzanares highlighted a mobile home restoration project she reported on last year, citing the access and context she was given were essential for the story.  

Belcher mentioned MF Broom, Richmond’s new bike lane sweeper, a nod to the late underground hip-hop artist MF Doom. People voted on the name in an online poll.  

Phillips referenced communications at the Henrico Sports & Events Center as another great example.  

Public engagement can be relationship building too: Schwartz praised the Chesterfield County Board of Supervisor members for recent get-to-know meetings with BizSense’s Chesterfield reporter.