Citizens frequently complain that political coverage is boring and seems to have no bearing on their lives. Keeping your audience caring about what you are covering is at the heart of any journalist's mission, but it is particularly important in political coverage. Below are a few ways to keep people involved by showing how politics matters to them.

1. Do "How This Job Affects You" Story
No matter if it is the mayor, councilman, representative or governor, often citizens forget exactly what a race really means to them -- how politicians can affect their lives directly. Make sure somewhere, somehow in your coverage you explain how this office, whatever it is, affects people. It could be a single story or you could do it throughout your coverage. What are the office's official duties? What are the subtle ways it shapes policy that aren't necessarily written into the job description? Chances are the journalists and editors in your organization will learn something new, along with your audience.

2. Keep the Focus on Looking Ahead
Bill Wheatley, former Executive Vice President - NBC News
Ask yourself: What challenges will this official face in the next term? What problems? What crises? It is easy to fall back on dredging up problems and scandals from the past. They are familiar, understood and opponents will likely cite them repeatedly during a campaign. But they often have little to do with the road ahead. When they do, frame them that way. Don't just rehash the budget shortfall or the allegations about the appointee, explain why they do or don't have bearing on the office the winner will be inheriting. Do stories about what they are likely to do, based not only on their campaign platforms, but also on their records, positions, etc.
(FOR EXAMPLE: If this candidate is elected, what will she do in regards to the courts?)

3. Do a Voter Guide
David Yepsen, Political Columnist - Des Moines Register
At the end of the campaign, publish a voter guide. Re-edit and update materials you have produced over the period leading up to the campaign: profiles, issue pieces, key breakthrough pieces, Bar Association ratings of judges, etc. Do lots of tables and graphs - the more detail you can provide the better. Your audience has probably not been reading your paper every day of the campaign. For them it is not rehashing; it is news they may have missed. Give them the important bits of information when they need them most: When they are heading out to vote. Consider adding another element: an essay from an interesting and thoughtful supporter of each candidate about why they think people should cast their vote for that person (or initiative).

4. Do More Stories About How a Decision Got Made, How a Bill Became Law.
When your every day is spent reading and reporting on politics and government, it is sometimes easy to forget that not everyone understands the ins and outs of the system. Every now and then take the time to explain to your readers how a tax bill came to be. Explain the political process. It helps readers understand the prospects for the proposals that are floated during a campaign. It lets them see how compromise is not always "caving in," but is sometimes the only way to pass legislation. And it lets them see how laws sometimes contain provisions they don't like.

5. Stop Doing Things To Please Yourself, Your Sources or Your Peers
Paul Friedman, Vice-President - CBS News
Remember that the things your news organization is producing are to help your readers, viewers and listeners understand their choices and community. You might say that everyone should be reading the entire newspaper every day, but accept the fact that, although it can be frustrating, people rely on info boxes, quick graphics and other shortcuts. Give them these tools to understand the candidates, the process and the campaign better.

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