The Internet enables electoral authorities to do many of the things that they do traditionally in their relations with the media in a much more rapid, efficient, and cost-effective manner. The potential of the Internet is constantly extolled, but for the purposes of media management in elections, its utility is fairly straightforward.

Through email, the electoral authority can distribute press releases, statements, and other material at very low cost and with relatively little effort on the part of its staff. By maintaining a web site, the authority can create, in effect, a virtual briefing pack. Moreover, it is one that can be constantly updated by the addition of new material as it becomes available. It will also be possible to run a results service through the web site.

Where the electoral authority is generating its own broadcast material - such as voter education slots - these can be made available through the web in digital format. However, anything that is available in digital format should also be available in hard copy.

An enormous variety of techniques can be used to make website material interesting and accessible, such as quizzes and games.

Click here to see an example of a well-maintained and interesting election website run by a public broadcaster. Click here for a good example from an EMB.