The traditional media, both print and electronic, public and private, can be a key ally of an EMB in informing the public about its mandate and operations as well as informing and educating voters about democracy and elections. People who read newspapers, watch television and listen to the radio regularly tend to inform others about what they have read, seen or heard.
An EMB needs a media relations strategy that promotes regular positive contact with the media and ensures that the media have access to accurate electoral information — including on EMB activities. If an EMB does not promote a transparent relationship with the media, there is a greater risk that incorrect information may undermine its credibility.
Elements of implementing a media relations strategy for any EMB include:
- identifying the relevant media and their coverage;
- identifying the key people in the various media who can ensure accurate and prominent reporting of the EMB’s activities;
- being proactive and transparent in releasing information to the media;
- ensuring that the information given to the media is clear, concise and easily understandable;
- developing a timetable for providing electoral information;
- creating a single EMB spokesperson for the media and one point of administrative contact within the EMB for the media; and
- setting up a media centre within the EMB.
Some specific activities that will assist an EMB in its relations with the media include:
- facilitating training programmes for journalists;
- issuing regular media releases on electoral issues;
- organizing regular media conferences;
- having a readily accessible EMB media liaison officer;
- preparing a media information handbook for each electoral event;
- conducting media briefings on technical electoral issues; and
- making electoral data easily and freely accessible to the media.
Media conferences could be at least weekly during electoral periods, and as needed at other times. It is advisable for an EMB to establish a full-time unit to assume responsibility for media relations and to appoint a person, preferably someone with a solid media background and who is respected in media circles, as its spokesperson.
EMBs may also need to deal with the media on a commercial basis, in relation to electoral advertising, or on a regulatory basis, if an EMB plays a role in regulating political campaigns. Maintaining professionalism and probity in these relationships will help create a positive atmosphere for the media’s reporting of electoral activities.
For a number of reasons, an EMB is likely to have to monitor information that is published by the traditional media. It will need to be aware of stories that might constitute, or point to, breaches of the law or a code of conduct. It may be required to gather data on the extent of campaign publicity by various parties or candidates in order to monitor compliance with campaign expenditure limits. The EMB will also need to take account of publicly expressed criticisms of, or concerns about, the conduct of the election. Appropriate media monitoring techniques will vary from country to country; they could be pursued in-house or through the use of commercial media monitoring services, and could include gathering press clippings, TV and radio recordings, and Internet news alerts.
