Elections and a free and independent media are both expressions of fundamental human rights: the right to freedom of expression, and the right to political participation. A successful EMB relies on free media to: provide election news to the public, assist with voter education and provide direct access for contestants. The full participation of the media helps to ensure the integrity and credibility of an election. Meanwhile, the media relies on the EMB to help ensure a good regulatory environment for covering elections, and provide information on the electoral process.

Despite many synergies, relationships between EMBs and media are often tense, due to their different roles and priorities. EMB staff members need to focus on keeping to a tight schedule; while journalists may want them to be available for comment all the time. EMB staff members must troubleshoot the many problems which inevitably arise when organizing an election. The media are there to be a watchdog to ensure mistakes and possible transgressions are rectified swiftly. EMB staffers are usually specialists with very technical knowledge; journalists are often generalists who need to write for a mass audience, avoiding jargon.

This module starts by exploring the meaning of media and media freedoms, and how these must be respected for an election to be democratic. An EMB’s roles in relation to the media, and media roles at different points in the electoral cycle are then explored. The module then looks at approaches to and issues arising in regulation of the media including such things as Codes of Conduct.

A number of real issues faced by EMBs when media cover elections are covered. The module looks at practical ways of negotiating and developing EMB-media relationships. The module will look at ways the EMB and media can work together to ensure the inclusion of disadvantaged groups – such as disabled people and women – including shared responses to voter and civic education.

The final sections deal with: developing communications plans for EMBs; a broad range of practical techniques for EMB media relations such developing media kits, organising public events, press conferences, press releases and an active and positive online presence.

The module was updated by International IDEA in 2017. Social media has been integrated throughout the module. Also themes such as: citizen journalism, the rise of fake news as well as the relationship between media and money in politics are explored, among others. The module also includes several new or updated resources.