Local Prosecutor's Web Site Proves Both Popular and Informative

Ray Larson, Fayette County, Kentucky, Common-wealth’s Attorney since 1985, has wholeheartedly jumped on the technology bandwagon. In September 1999 he created www.lexingtonprosecutor.com. For a $70 domain registration fee and a monthly Web-hosting fee of $39.50 Larson’s site was up and running.

During its first year Larson’s site only provided information about the office, its personnel and its programs. Sixteen thousand visitors visited his site that first year.

In September 2000 Larson took his Web site in a different direction and to a new level. He added the popular “Criminal Justice Weekly News” feature that reports criminal justice news and views from a prosecutor’s perspective. “The public loves crime news,” he said, “ but those of us who are well-acquainted with the criminal justice system realize that the complete story is not being reported by the mainstream media. Important perspectives just aren’t being reported.”

According to Larson, “criminal justice news is typically reported by a journalist who has no background in criminal justice or law enforcement. Normally they know very little about the system they are writing about. I’ve found that their reports are usually more favorable to the defense.” He added, “the ‘News’ tries to present the same information, but from a prosecutor’s perspective.”

The “News” always offers stories with local, regional and national interest. They are simple and pointed. They clearly and without apology present a prosecutor’s perspective on criminal justice issues.

In the first eight months of the second year, visitors to www.lexingtonprosecutor.com increased by almost 400 percent from the same time period during the first year. Why the dramatic increase? Larson now e-mails the “Criminal Justice Weekly News” in digest form each week to a listserve of more than 4,000 interested readers. “The response to the “News” has been overwhelming and positive,” said Larson. “New people subscribe to the free service each day.” According to Larson, “The public seems to have a certain fascination with news about crime. At the same time they are telling us that they want to read the news from a prosecutor’s point of view. They tell us that they look forward to receiving it each week.”

A study of 250 membership Web sites conducted by the Public Relations Society of America, found that an effective Web site should provide public information, collect feedback from visitors and maintain consumer privacy. However, the study found that only 66 percent of the Web sites had either a survey or feedback section. These interactive features, along with contact information, have proven to increase Web site loyalty by involving visitors in active communication. Larson’s site, www.lexingtonprosecutor.com, features both a survey, which polls visitors on current criminal justice issues and easily accessible contact information.

Larson’s site caters mainly to his own community. It contains information about the many services provided not only by his office but by other local agencies as well. The trial calendar section provides up-to-date schedules of trials, and the safe schools section provides information on safety in all of Lexington’s public schools. These are just a few of the features of www.lexingtonprosecutor.com.

“The financial cost of maintaining the site is relatively small,” said Larson, who writes almost all of the stories himself. “A person has to keep up with the current issues facing the criminal justice system. I am able to do that and I do almost all of my writing in the evening or on weekends. I enjoy it,” he said.

Carol Ray, Larson’s office manager, serves as the site’s Webmaster. After learning the new “techno-skills” necessary to maintain the site, it became something of a hobby for her. “My daughter is a swimmer, and I can work on the updates while I wait for her practices to end,” she said. “I love working on our Web site. Becoming proficient in this new technology has given me a new enthusiasm for my work.”

Larson’s site is now registered with several major search engines. The site has been expanded from an information-only site to a successful, interactive one in less than two years. Research has shown that in addition to providing interactive features on a site, other strategies that attract and keep visitors include: using a well-designed page and varying colors to attract the reader’s attention, providing a “last updated” section and including a FAQ section or newsletter.

The success of www.lexingtonprosecutor.com may be proof that these features do work. However, the popularity of Larson’s Web site appears to be the result of using the right strategies and, more importantly, providing the information and perspective that the public wants.