Case Study: King County, WA achieves high-profile, data-driven media coverage with Granicus

Generating High-Profile Media Coverage Through Informal Communication Data

King County, Washington — which serves more than 2 million residents — found that traditional, full-length press releases were no longer getting traction with local journalists, many of whom said they preferred exclusives and quick, scannable pitches. To better connect residents with services and news, the County needed a more strategic, timely way to reach reporters and media outlets.

Working with Granicus/GovDelivery, King County redesigned its media outreach: short, targeted email summaries linking to full online stories and analytics showing which reporters clicked. That data-driven approach enabled tailored exclusives and invitations, produced high-profile coverage (including the ORCA LIFT story in the New York Times and on Meet the Press), and improved engagement — 33% on new releases, a 31% increase in press release site traffic, and outreach to a media list of 220+ reporters.

King County, WA

Derek Belt

Social Media Specialist