County officials urged to use storytelling to strengthen advocacy, public trust

Key Takeaways

County officials and public affairs leaders emphasized the need to pair data with human stories to improve advocacy efforts and public understanding of local government services, during a discussion hosted Feb. 24 by NACo and the National Association of County Information Officers (NACIO) at the 2026 Legislative Conference.

NACo President J.D. Clark of Wise County, Texas, opened the discussion, noting that while counties are equipped with strong research and data, those tools alone are not sufficient to reach policymakers or residents. He stressed that statistics must be combined with real-life experiences to illustrate their impact.

“If we just present a page of statistics, it won’t resonate,” Clark said. “But when you connect those numbers to a single resident’s story — how a program affected their life— that becomes memorable and meaningful.”

Clark also noted the growing challenge of misinformation, particularly on social media, which county leaders must actively counter with clear and accurate narratives.

NACIO President Schuyler Harding, a director of communications and external affairs for the ACCG, said storytelling plays a key role in helping residents understand services they often take for granted. These include public safety, health services and sanitation.

“People experience these services every day, but they don’t always see the county’s role behind them,” Harding said. “Storytelling helps connect those dots and reinforces their importance.”

NACo Chief Public Affairs Officer Lori Dicker highlighted the role of strategic communications in blending storytelling with data to reach diverse audiences. She described the newly launched “We Are Counties” campaign as a public affairs effort designed to both inform and spark dialogue.

“This is about creating conversation starters,” Dicker said. “We’re not just sharing information — we’re engaging communities in understanding the impact of county government.”

Chatham County, Ga. PIO Catherine Glasby underscored the importance of humanizing government interactions. She encouraged counties to spotlight employees and personalize services to foster stronger connections with residents.

As part of outreach efforts, Glasby noted that some counties are preparing campaigns tied to National County Government Month in April, including initiatives that feature employees explaining why they chose public service.

Lorna Virgili, who hosts a weekly Spanish-language program for Montgomery County, Md., outlined how partnerships with community organizations help expand outreach. Through an Office of Community Partnerships, the county works with liaisons representing various demographic groups to distribute information and gather feedback.

Montgomery County will also mark its 200th anniversary this year with a series of programs aimed at highlighting its history and community impact, with an official campaign launch scheduled for April.

Officials agreed that combining data with authentic storytelling is essential to building trust, improving communication and ensuring residents and policymakers understand the full scope of county government work.