California has the largest Indian population of any state in the nation but there are few Natives working in the media.

California tribes contribute billions to the economy and generate thousands of jobs yet news reports often focus on the taxes they supposedly aren't paying.

California tribal leaders were behind an historic 1987 U.S. Supreme Court decision that affirmed the rights of tribes nationwide but still have to open the local paper and see their sovereignty referred to as "so-called."

For Indians in California, these are the realities of the mainstream media. Over the years, they have learned that the press isn't a place to find "fair and balanced" information about tribes.

"There's so little trust," said Mary Ann Andreas, a prominent tribal leader who is running for state office.

"There's no trust," Louis Sahagan, a reporter for The Los Angeles Times, quickly added.

Sentiments like these were expressed at the 9th annual Western Indian Gaming Conference, which took place in Palm Springs last week. A panel held on Thursday morning brought together three members of the mainstream media with the people they are assigned to write about.

The session gave tribal leaders a chance to air complaints about the press. They said reporters too often dwell on the negative aspects of Indian Country, portraying tribes and sovereignty as something to be feared.

"Attracting readers in a negative way sells papers," said Liz DeRouen, chairwoman of the Dry Creek Band of Pomo Indians.

The tribe, based in northern California, has struggled with the local media over the years. Opposition to the tribe's casino fueled coverage while stories about cooperation with local governments were never reported, DeRouen said.

"None of that makes the papers," she lamented. The most positive information that appeared in the local press "we bought and paid for," she said. "And that's a shame."

Representatives of The Times, The Palm Springs Desert Sun and The Riverside Press-Enterprise agreed with much of the criticism. They said the media doesn't always get it right when it comes to tribal issues.

"Some of it's been good, some of it's been bad," said Pat Mayo, an editor for the Palm Springs paper.

"We have a long way to go on that," said Michelle DeArmond, who covers tribes and politics for the Riverside paper.

DeArmond said the media needs a lot of education, especially among older reporters, on tribal sovereignty and other issues. Her paper has a partnership with the National American Journalists Association that she said has been beneficial in ensuring accurate coverage.

"It's incumbent on the tribes to begin their own education effort," she added.

"I feel as if I am on a tremendous learning curve," offered Sahagan, who is Hispanic. "I have so much to learn ... and I really want to do it right."

Amid the complaints, the reporters offered advice to attendees frustrated with the media. Mayo said area tribes who are covered by the Palm Springs paper should contact him by phone or e-mail -- not by fax. "Don't be afraid to call," he said.

DeArmond urged tribes to make tribal members available to the media, rather than a public relations outsider. "We want to hear from tribal members, most importantly," she said.

DeArmond stressed the importance of returning calls in order to ensure the tribal view is represented in news reports. She admitted, though, that the quick-changing nature of the news world makes it difficult for tribes to respond to media queries.

"The more we can do to work together to connect early on in the news cycle, the better," she said.

"I think it works best when we keep talking to each other," noted Sahagan.

The reporters were asked to identify the issues they believe will drive their coverage in the coming year. Mayo cited the compact renegotiations called for by Gov. Arnold Schwarzenegger (R) and the growth of tribal casinos in the Palm Springs area.

DeArmond also cited compact talks and growth. She put the upcoming ballot initiative to expand non-Indian gaming on her list as well.

Relevant Links:
Native American Journalists Association - http://www.naja.com