This section of the Media and Elections topic area is aimed mainly at journalists and editors.

Much of the discussion in the topic area focuses on the crucial role that the media play in democratic elections – their political and social responsibility. Yet on a day-to-day basis editors and journalists do not think much about their role in society – rather they are concerned with reporting the news in a way that is quicker, better and more interesting than their rivals. This focus is quite legitimate, yet being first and best with the news is not incompatible with professional responsibility. Indeed, proper planning and training, combined with ethical standards, will make for better election coverage.

• There is often a dearth of training in election reporting. This is an area that is typically ignored in the curricula of journalism training institutions. Editors will need to approach other institutions to make sure that their journalists receive the proper training. Or they could collaborate with electoral management bodies to provide this.
• Editors need to plan election coverage. Elections are massive stories requiring a major redeployment of human and financial resources. Much of what needs to be done can be foreseen before the beginning of an election campaign.
• Journalists and editors need to keep sight of the specific ethical issues that may arise in election reporting. Ideally, they will formulate a voluntary code of conduct for election coverage, in consultation with other stakeholders – notably the EMB and political parties.
• Journalists need to develop an understanding of the media strategies adopted by political parties to communicate their messages. They will have to make sure that they do not become unwitting servants of the parties’ media campaigns, as well as having the capacity to explain the parties’ behaviour to the public.
• Good and innovative election reporting takes as its starting point the needs of the voters. This certainly encompasses the need to report on what the parties and candidates are saying but is more broadly focused on what voters want – which may be different from what candidates are offering. This “voters-voice reporting” is not only more socially responsible; it is also likely to be more popular with the public.