DON FINEFROCK

 Concerned that the good news about County Hall is not getting out, Miami-Dade County Manager Merrett Stierheim has launched a six-month advertising campaign in the pages of The Herald at a cost of nearly $94,000.

 The first edition of Miami-Dade County News appears today in the newspaper with stories about how county government is working to save money, improve public services and root out corruption.

 The county paid $23,472 for the advertising space. Fresh installments are scheduled to appear monthly through September.

 ''Somehow the public has to be aware that we are very sincere about making this government more accountable," Stierheim said Friday. ''Hopefully, the public will read it. I'm sure there will be some critics."

 The Miami-Dade County Commission approved the program in principal last year when it signed off on a county budget that included extra money for the campaign.

 The county now spends about $3.2 million a year to place legal notices, public announcements and employment ads in newspapers and small periodicals.

 ''The majority of the advertising the county does now is for job placements, public hearings and meetings, but there is really no advertising for this kind of information," said Mayco Villafana, the county's communications director.

 County officials have complained that the media, including The Herald, are quick to report scandals, but ignore positive news. The commission directed Stierheim to find a way to project a more positive image of County Hall.

 ''There has been a concern, not just by the commission but by many of us, that the positive things don't get reported," said Miami-Dade Mayor Alex Penelas, who is up for reelection in September. ''There has got to be a method by which we inform our residents, our taxpayers, of what we are doing for them."

 Several commissioners seconded the mayor's sentiments.

 ''If it helps the public solve their problems or get information on programs, that's positive," said Commissioner Bruno Barreiro, who represents Miami Beach, Little Havana and Overtown.

 But Miguel Diaz de la Portilla, the commissioner from West Kendall who is running against Penelas for mayor, said the money could be better spent on programs that benefit the public directly.

 ''The best thing the county could do is actually restore integrity in every county department," he said. ''Services need to be provided effectively and efficiently, and once this is done, favorable public opinion will follow."

 The first issue of Miami-Dade County News features information on the county's recycling plant, a new ''secret shopper program designed to improve county services and a Miami-Dade grand jury report released in January.

 Stierheim said the grand jury report provided the ''catalyst for the county's new public relations effort.

 The grand jury said the county manager should ''increase the public's confidence in government by forcefully and creatively advertising the good news about our county government and employees.

 The recommendation was part of a larger report that called for sweeping changes in the way the county awards multimillion-dollar contracts. That recommendation has been spurned by the County Commission.

 The grand jury criticized the county for buying toilet seats at $8,200 each for Miami International Airport and for mismanaging other contracts that wasted money.

 Stierheim said critics are likely to question the cost of the advertising campaign, but he characterized the expenditure as ''reasonable." The manager also said the county was able to negotiate a favorable rate with The Herald.

 Herald President Joe Natoli said the county is paying the company's new rate for full-run political advertising, which is half the price of the old rate.

 The rate is available to political candidates and governments, he said.

 Penelas said he considers the campaign a cost-effective way to reach residents.

 ''I think it is money well spent, because there are so many other things that will come from this," he said. ''It will add to creating a positive image for our community. And more importantly, it will educate and inform people here."

 Diaz de la Portilla disagreed.

 ''I would rather see the $100,000 invested in the inspector general's office," he said. The independent inspector general investigates allegations of waste and wrongdoing inside county government.

                     Copyright 2000 Miami Herald