The EMB primarily exists to render services to the electorate, and its actions need to show it cares for this major stakeholder. Given the many and wide-ranging tasks the EMB performs on behalf of voters, the EMB needs to keep the electorate informed about its activities and programmes, and seek its views on EMB processes and performance. It is wrong to assume that, since political parties, civil society, and the government are the institutions which by and large represent the electorate, the EMB need only deal with these institutions and can ignore individual voters.

Means of maintaining contact with the electorate could include:

• publicising call centres, mail addresses, or email addresses where the electorate can pose questions to the EMB or make comments about the EMBs operations;
• advertising for public comment or submissions on EMB plans or performance;
• interactive radio or television programming where EMB members or senior staff face questions from voters; and
• regular information meetings where the EMB consults the electorate on issues of electoral reform and the EMB’s performance

Many of these channels can be developed at a local level, with data from the electorate being synthesised and discussed with other major stakeholders, such as political parties and the government, at a national level. Concrete recommendations on electoral reform and improving EMB performance could be formulated from these voter inputs for submission to policy and law-making authorities.

Apart from these direct channels, the EMB can use the media to inform and educate the electorate about elections, and also rely on its own publicity activities – such as print and audiovisual information products, and a regularly updated website - to keep voters in touch with its activities. The existence of professional units within the EMB to deal with media relations and voter information will assist in these efforts. Other means which the EMB can use to maintain sound voter relations include public inquiry desks at all its offices which members of the public can use to obtain information and lodge complaints. The EMB could also set up suggestions or assessment boxes at various strategic places – such as shopping areas or transport hubs - where members of the public can deposit their opinions on the EMB’s performance.

It is important that the EMB respond quickly and accurately to all questions and comments received from the public. A delayed response, or no response, gives the EMB a public image of an inefficient organisation not interested in service to the electorate.