A
media strategy is a roadmap for EMB media relations; it is a result of a
variety of crucial considerations, namely:
1.
EMB
strengths and weaknesses;
2.
Consultation
with a range of stakeholders;
3.
Charting
the electoral cycle / phases;
4.
Audience
analysis;
5.
Media
mapping;
6.
Tools
and techniques; and
7.
Message
development.
Essentially,
the strategy is one overall plan of action that specifies the “when, how and to
whom” of engagement with the media. Each
of these components is critical to ensuring an effective strategy, and should
be completed prior to finalising the strategy.
As such, they are explored in greater detail in subsequent pages.
A
strategy need not be overly restrictive in is content. In other words, it is not necessary to detail
everything such as how many news releases the EMB is going to issue, or who is
going to speak at press conferences. These are questions that can be resolved
as the strategy moves forward in implementation. Furthermore the media relations department
should hold regular internal gatherings as well as occasion gatherings with
other EMB departments, to ensure that the strategy continues to be relevant and
practical to election operations and decisions, and that the strategy is
mutually understood by the EMB at large.
In
summary, an EMB developing a media strategy may consider the following
questions:
- Is the strategy proactive or reactive?
- Is it low profile or high profile?
- Is it local or national? (Does it reach the intended
audiences?)
- What are the major communications opportunities?
- What are the major communications impediments?
- What communications strengths are available in the EMB?
- What other organizations can the EMB collaborate with
(NGOs, community groups and others)?
- Are the primary and secondary audiences and
sub-categories clear?
- What are the most effective media for reaching the
primary audience?
- What are the key messages to be conveyed to those
audiences? Are the practical and do they complement the media format for
distribution? Have they been tested on audiences? Who is likely to be
critical of the EMB’s running of the election?
- What might their key messages be?
- Are there sufficient consultations scheduled into the
strategy?
- Does the Media Relations Department have a Media Centre
at its disposal? If not, have agreements been made with other providers of
adequate media space?
Now that the
groundwork has been laid, implementation of the strategy is likely to be
relatively straightforward. The key will
be ensuring that the strategy remains relevant to the situation and any new
developments, that media relations staff remain alert to the election and media
landscape, and that relationships with the media are fostered and strengthened.
