By Lee Scanlon of 
Buller Mayor Chris Russell, pictured at The Westport News the day after he won the mayoralty, when he promised to improve his council's relationships with the newspaper. Photo: Westport News / Lee Scanlon
Buller's new mayor has doubled down on his refusal to speak to reporters, saying he plans to keep it up as long as he's mayor.
Chris Russell is believed to be the only mayor in the country who won't front media. He requires written media questions and responds in writing - and will only answer questions he considers appropriate. He often responds with a broad statement.
Russell won't say how many interview requests he declined last week when AA Insurance's decision to refuse new insurance cover in Westport, because of the town's flood risk, made national headlines. There were no radio or television interviews with Russell and sparse comment from him in print media. Instead, national media interviewed his predecessor Jamie Cleine, Buller District Council growth and development manager Paul Zaanen and local people.
The News asked Russell by email on Tuesday how many national media requests he had received last week for interviews, whether he would review his 'media protocol', whether he believed his role included communicating with national media, and whether it was appropriate for Buller to be represented in national media by the former mayor.
The newspaper also asked the new mayor whether he was reluctant to speak to reporters because he was still finding his feet.
He responded by email six hours later:
"My approach to media engagement is deliberate and consistent. I respond to media enquiries in writing, so information is accurate, complete, and properly considered, particularly on complex or sensitive issues affecting Buller.
"That approach applies to both local and nationl (sic) media and has nothing to do with confidence, experience, or being new to the role.
"The media protocol will not be changed because of one news cycle. Communicating with media is part of the mayoral role, but it does not require live interviews in every case.
"If you have specific questions relating to current Council business or residents' wellbeing, you are welcome to provide them in writing, and I will respond in line with the protocol."
The newspaper repeated its unanswered questions. It also asked how refusing in-person interviews served the community, why Russell's 'media protocol' differed to that of other mayors, and how it provided transparency and accountability.
Russell emailed back almost two hours later:
"Those questions sit outside current Council business and residents' wellbeing, and I'm focused on responding to matters that fall within the Mayor's role and responsibilities.
"My approach to media engagement is settled and will continue throughout my mayoralty, with responses provided in writing so statements attributed to the Mayor are accurate and on the record.
"If you have specific questions about current Council matters or community wellbeing, provide them in writing and I will respond in line with the protocol you have been advised of."
Russell, a former coal company executive, campaigned for the mayoralty on promises of transparency and accountability. He scored about a third of the votes.
Speaking to The Westport News the day after the election, he said he believed the Buller District Council regarded the media as the enemy. "I look at it completely differently," he said.
He changed his tune a few days later when media coverage about his request for a mayoral car displeased him. He has not agreed to be interviewed by local reporters since then.
In early November Russell extended his 'media protocol' to all media. He said he would not front media "unless the matter involves the wellbeing or safety of residents requiring immediate attention".
He would review and might adjust this process once he and his new council were fully up to speed, he said.
Last week Russell denied that Westport's insurance issues met his criteria for agreeing to a media interview.
Journalism academic and Massey University research fellow, Dr Cathy Strong, has previously described Russell's 'media protocol' as: "unethical and unfair".
"There's no transparency… Cutting off communication is not democracy."
Strong said a mayor who took so long to come up with answers might be in the wrong job.
The Westport News reported last month that Russell's performance, particularly his communication strategy, was causing concern for at least half his councillors.
