If the EMB does not commit itself to promoting transparent, sound relations between itself and the media, it increases the possibility of media publication of negative stories on EMB activities that may be based on misinformation, which can undermine the EMB’s credibility. The media will write about the election whether the EMB likes it or not. It is therefore in everyone's interest for the material that appears in the media about the EMB to be as accurate as possible.

The media, both print and electronic, both public and private, should be an ally of the EMB in informing the public about its mandate and operations. To take advantage of the opportunities the media provide, the EMB will benefit from a media relations strategy that promotes regular positive contact with the media. This strategy will also assist the EMB to counter any negative publicity in the media about its activities.

Regular EMB contact with the media through media conferences and media releases will build EMB relationships with the media. Media conferences could be at least weekly during election periods and when the need arises at other times. Usually media conferences are held more often for the progressive announcement of results.

When the EMB informs the media, it informs the public - and a constant flow of information enables the electorate to exercise their democratic rights, as well as retaining their confidence in the whole election process.

There are some common elements in implementing a good public relations strategy for any EMB, which would include:

• identifying the relevant media and their coverage;
• identifying who are the key people in the various media who can ensure accurate and prominent reporting of EMB activities;
• being proactive and transparent in releasing information;
• ensuring that the information given to the media is clear and easily understandable;
• developing a timetable for providing information to give a steady, accurate flow of information on the EMB’s activities;
• creating an EMB spokesperson for the media;
• setting up a Communications Centre within the EMB to deal with public relations issues, such as media conferences and releases, media tours of electoral activities, a media room at the EMB, and monitoring media coverage of EMB activities.