Most training materials on election reporting focus, not surprisingly, on reporting the campaign itself. This is the longest part of the electoral process, the one where the greatest media resources are allocated, and the one where the media are most likely to exert influence over the electorate.

Although campaign reporting might reasonably be seen as an extension of the normal skills involved in reporting, there are several distinct aspects that need to be considered separately:

• Parties’ media strategies: how do party managers try to manipulate media coverage in order to have their own candidates portrayed in the most positive light and to influence voters in their favour?
• How can political events, such as meetings and rallies, be reported in a way that is simultaneously interesting, newsworthy, fair and informative?
• How should journalists tackle the problem of reporting inflammatory or defamatory speech?
• What are the professional and practical issues involved in reporting opinion poll findings?
• Are there alternative ways of reporting elections that more adequately reflect the preoccupations and priorities of ordinary voters?