The media, both print and electronic, both public and private, is a key ally of the EMB in informing the public about its mandate and operations and also in informing and educating voters about democracy and elections. Many people read newspapers, watch television and listen to the radio on a daily basis. And those who do this tend to inform others about what they have read, seen, or heard. To take advantage of the opportunities the media provides, the EMB needs a media relations strategy that promotes regular positive contact with the media and ensures that the media has access to accurate electoral information – including on EMB activities. This strategy will also assist the EMB to counter any negative publicity in the media about its activities.

There are some common elements in implementing a media relations strategy for any EMB, which would include:

• identifying the relevant media and their coverage;
• identifying who are the key people in the various media who can ensure accurate and prominent reporting of EMB activities;
• being proactive and transparent in releasing information to the media;
• ensuring that the information given to the media is clear and easily understandable;
• developing a timetable for providing information so that the media have a steady, accurate flow of information on the EMB’s activities;
• creating one EMB spokesperson for the media and one point of administrative contact within the EMB for the media;
• setting up a Media Centre within the EMB to deal with media issues such as media conferences and releases, media tours of electoral activities, a media room at the EMB, and monitoring media coverage of EMB activities.

Regular EMB contact with the media through media conferences and media releases will build EMB relationships with the media. Media conferences could be at least weekly during election periods and when the need arises at other times. It is advisable that the EMB establish a full-time unit within its structure to assume responsibility for media relations and to appoint a person, preferably somebody with a solid media background and who is well respected in media circles, to serve as the EMB spokesperson.

Apart from sharing news information with the media, the EMB can actively seek to use the media for voter education and information purposes. For example, the voter education unit of the EMB can engage the media to publicize information on issues such as election dates and venues for voter registration. Sometimes, the EMB might be asked to pay for the placement of this information because it is considered as advertisement, while in other cases, it could be disseminated free of charge as a public service. If the EMB does not commit itself to promoting transparent, sound relations between itself and the media, it increases the possibility of media publication of negative stories on EMB activities that may be based on misinformation and can undermine the EMB’s credibility. The media will write about the election, whether the EMB likes it or not. It is therefore in everyone's interest that the material that appears in the media about the EMB be as accurate as possible.

When the EMB informs the media, it informs the public - and a constant flow of information enables the electorate to exercise their democratic rights, as well as retaining their confidence in the whole election process. An EMB can undertake the following activities to promote sound relations with the media, and which also enable the media to fulfil its watchdog role in relation to democracy and electoral issues:

• facilitating training programs for journalists;
• issuing press releases on various electoral issues;
• organising press conferences;
• preparing an information handbook on the elections;
• identifying suitable radio programs for disseminating campaign messages
• monitoring and managing campaign programs to ensure equal treatment of all parties and compliance with the electoral code of conduct;
• identifying suitable radio programs to carry voter education messages;
• establishing and managing press offices for disseminating information to the public; and
• managing the broadcasting of the poll results.