To keep residents informed of the services and functions provided so they can participate and gain from them. To provide residents with ways to offer direct feedback to government officials. To crystallize public sentiment and pave the way for public compliance. This requires persuading residents of the need for certain actions and assisting residents in understanding them. To build a reservoir of support the local government may tap into when the going gets rough, so it may have friends in time of need when a conflict develops with other agencies, the press, or the public.
Every organization has a character and a personality.
Both tend to be reflections of those in control. Know what convictions, values, and standards you share. PLAN how the board will respond to inaccurate coverage, misquotes, or repeated negative coverage. Consider how those responses will be interpreted by residents. Suggest positive story ideas from time to time.