The techniques of media relations that an EMB can use are mostly well known: media briefings, press releases, briefing packs, websites and so on. It is important, however, to emphasize three points about developing and using such techniques:

• First, the techniques of media relations are subordinate to the communications strategy than an EMB has developed. This strategy is fashioned to the messages that need to be communicated and the audiences that need to receive the messages. The strategy can be seriously subverted if inappropriate techniques are chosen.
• Second, while EMBs need to have the capacity to react quickly to events, most techniques of media relations can be prepared in advance and their use planned carefully.
• Third, wherever possible media relations should be handled by a specialist department (or, failing that, by a specialist media officer, preferably with experience of working as a journalist).

There is no time when an EMB will cease its relations with media altogether, but outside election periods the pressure from the media will be less, giving the EMB the opportunity to develop its media materials. This will be the time, for example, for website development, as well as producing voter education materials for dissemination through the mass media, or background information on issues such as the electoral system or previous election results to go into media briefing packs.

This is also the time to carry out basic preparatory tasks such as putting together contact lists of media houses and of the editors and journalists with particular responsibility for covering the elections. Broadcasters will have several different programmes all interested in election coverage. Each of these will need to be listed separately.

Various techniques available to EMBs will be examined on separate pages:

• Briefing packs;
• Pre-recorded audio and video material;
• Websites;
• Media briefings;
• Press releases;
• Media centre.