The purpose of this primer is to provide a resource for public officials on the basic tenets of effective communications generally and working with the news media more specifically. It is meant to be an easy to use pocket guide on the basic techniques needed for clear, effective communications, information dissemination, and message delivery. It focuses on providing public officials with a brief orientation and perspective on the media and how they think and work, and on the public as the recipient of information. This primer offers officials information on communication fundamentals, communicating complex scientific and technical information, earning trust and building credibility, understanding and working with the media, correcting errors and rumor control, assessing personal strengths and weaknesses, presenting information at public meetings, and recognizing opportunities to speak out. Different circumstances may raise unique questions that may need to be dealt with in unique ways. This primer cannot provide officials with all of the answers, but it can better prepare them to make decisions that will lead to effective answers. Suggested readings and resources