Citrus County in Focus: A Blueprint for Better Government Storytelling

What happens when local government takes control of its message? A Florida county has the answer

As government budgets face growing scrutiny, local agencies can’t afford to let confusion or speculation fill the gaps. Taxpayers want to know where their money is going, and it’s up to local governments to provide clear, compelling answers. If you’re not telling your story, someone else will—and they may not get it right.

Citrus County, Florida, located on the beautiful northwest central coast with a population of 166,696, understands this reality. Through its national award-winning Citrus County in Focus video series, it provides residents with high-quality, easy-to-understand updates on infrastructure, development projects, and other priorities of its board of commissioners—delivered in a way that is both engaging and accessible.

The series reflects the ethos of County Administrator Steve Howard, who came on board in November 2022 with an emphasis on strategic planning and transparency. Howard introduces each episode, reinforcing the county’s commitment to open government and clear communication.

The series also showcases the power of a talented, synergistic communications team. Their success is no accident—it’s the result of four professionals working in sync, combining journalistic expertise, digital savvy, and production skills to create engaging, informative content.

Michael Bridges, who has been Citrus County’s communications manager for the past 14 months, put it this way:

“As much as I would like to chalk up whatever success we’re having to my own unique vision and stellar leadership, the truth is I inherited a stacked roster,” he said. “All four of us understand how the pieces fit together, and we’re all paddling in the same direction.”

The creation of what I call a government-owned newsroom shows savvy local governments can meet the demands of a changing media landscape by delivering high-quality content that highlights strategic priorities in a way that resonates with residents.

Counteracting Confusion with Transparency

One of the primary goals of Citrus County in Focus was to combat the confusion and incomplete information that spreads quickly on social media.

“There’s a lot of chatter on social media,” said Miles Saunders, the county’s communications specialist. “Often people didn’t have all the information … but there are a lot of people of goodwill out there who, once they have information, you can change their minds, or at least they’re willing to listen.”

Uncertainty about government projects often stems from a lack of clear and accessible information. The county found residents frequently confused state and county projects or assumed delays were due to local mismanagement.

“Until you see the big trucks and the steaming asphalt or the building starting to go up, you assume that nothing’s happening,” Bridges said.

Citrus County in Focus was created to bridge this gap and provide straightforward, accurate updates on projects affecting residents.

Filling a Local News Media Void

The award-winning Citrus County communications team. From left are Miles Saunders, Catherine ‘Cat’ CorreaMorales, Michael Bridges, and Jamie Ang.

With the decline of local newspapers and traditional media coverage, Citrus County recognized the need to take control of its own narrative.

“The local newspaper used to always have a reporter at county commission meetings,” Saunders said. “And you don’t see that so much now. We’ve tried to step into that gap by doing live streaming of every meeting and making information more accessible.”

Their solution was to build a kind of newsroom, producing monthly video updates that break down key government projects in an engaging and digestible format.

“We always ask, ‘What are the questions that the citizens are going to ask?’” Bridges said. “Too often, governments fall into the trap of talking to themselves—with acronyms, assumptions, and insider knowledge. We’re committed to keeping it clear and relevant for the public.”

To accomplish this, Citrus County assembled a communications team with a diverse range of skills. Bridges has a media marketing background. Saunders, a two-time regional Emmy winner and former journalist, brings deep experience in news reporting and storytelling, ensuring videos are structured with a clear, engaging narrative. Catherine CorreaMorales oversees live streams, Zoom meetings, and all digital broadcasts, leveraging her background in live event and concert production to deliver smooth, professional-quality coverage of government meetings and events. Jamie Ang, the Digital Content Coordinator, specializes in writing and digital communications, playing a key role in engaging the county’s older population and making government updates more accessible.

Together, the team ensures Citrus County delivers compelling, well-produced content that keeps residents informed and engaged.