Open and consistent communication with media, voters and the general public facilitates an improved public image for the EMB. A positive image has obvious advantages in all aspects of EMB work. However, in a democratic election, the EMB is also obligated to communicate, for the following reasons:
One of the primary ways this information is provided to wider audiences is through direct interaction between EMBs and media who are covering the election. Media provide a vital conduit for information to the public while simultaneously acting as watchdogs of the process. It is often the latter that leads to an environment of distrust -and sometimes, outright hostility- between EMB officials and members of the media. Indeed, mistrust is often the single greatest obstacle to effective collaboration between electoral managers and the media.
A lack of constructive communication between an EMB and the media is a serious problem, making the policy and regulatory role of the EMB much more difficult to achieve. It will also create obstacles to accurate media reporting of the electoral process. Yet, far more serious than a breakdown of communication between an EMB and the media is the impact that this can have on the EMB’s overall capacity to communicate with the electorate. Media relations, important as they are, only form part of a larger media strategy. This overall strategy includes civic education, voter information, voter education, among other aspects. An EMB’s media work will be more effective if it is clearly placed within a well-considered approach to media relations.
Before proceeding, it is important that the reader has a clear understanding of the differences and overlaps of four main areas of EMB communications: voter information, voter education, civic education, and media relations. These definitions are taken from the topic area: Voter Education that can also be found in the Encyclopaedia. Please refer to this topic area for more detailed information on these EMB activities.
Voter Information refers to basic information enabling qualified citizens to vote, including the date, time, and place of voting; the type of election; identification necessary to establish eligibility; registration requirements; and mechanisms for voting. These constitute basic facts about the election and do not require the explanation of concepts. Messages will be developed for each new election. These activities can usually be implemented quickly (although sufficient planning is still required). Election authorities are typically required to provide this type of information, although contestants in the election and civil society organizations will also do so.
Voter Education typically addresses voters' motivation and preparedness to participate fully in elections. It pertains to relatively more complex types of information about voting and the electoral process and is concerned with concepts such as the link between basic human rights and voting rights; the role, responsibilities and rights of voters; the relationship between elections and democracy and the conditions necessary for democratic elections; secrecy of the ballot; why each vote is important and its impact on public accountability; and how votes translate into seats. Such concepts involve explanation, not just a statement of facts. Voter education requires more lead time for implementation than voter information and, ideally, should be undertaken on an on-going basis. Election authorities and civil society organizations most often provide this type of information.
In societies where there have been major changes to electoral systems, processes, and procedures, and in the case of the newly enfranchised and first time voters, both voter information and voter education programmes will need to thoroughly address both facts and concepts.
Civic Education deals with broader concepts underpinning a democratic society such as the respective roles and responsibilities of citizens, government, political and special interests, the mass media, and the business and non-profit sectors, as well as the significance of periodic and competitive elections. It emphasizes not only citizen awareness but citizen participation in all aspects of democratic society. Civic education is a continual process, not tied to the electoral cycle. Voter information and voter education, however, may be part of larger civic education endeavours. Civic education may be carried out through the school and university system, through civil society organizations, and perhaps by some state agencies, although not necessarily the election authority.
Media Relations involves a process of communication with media outlets and journalists who in turn create media coverage of electoral affairs as part of their normal work of producing news and current affairs. The Media Relations Department (also called a press office) is the first stop for media who have questions, concerns, and complaints; and the department that writes press releases, organizes press conferences, and provides media interviews. Unlike for voter information, voter education, and civic education, the EMB Media Relations Department does not have direct control over what is broadcast by the media; instead they act only to guide it by providing accurate, comprehensive and timely information. However, all of these areas of communication overlap in that they are attempts to provide the electorate the information they need in order to vote in an informed manner. Messages between each of these activities should be coordinated and compatible. Media relations are often termed public relations. There are notable differences between the two terms. Media relations deals specifically with the media, while public relations (or sometimes called public affairs) is responsible to a larger audience, including regular citizens who might require information from the EMB. For the purposes of this topic area, the discussion involves media relations specifically. However, it is also recognized that overlap will occur and that some EMBs will merge the two tasks into one department.
The overlap is even greater in the age of convergence of information and communication technologies. For example, the EMB team that manages its website may well be responsible for posting press releases and news stories written by the EMB, election results which are accessible by the media as well as the broader public, at the same time as hosting online voter registration services and brochures that explain the electoral system. In other words there is a certain degree of convergence between the media (website), the content (voter information and education, media relations), and the users (both media and the general public) in this example.
Despite this convergence, media are a distinct and crucial stakeholder and target audience, and their needs are often different from those of the public at large. In addition, media plays many roles. They are not just a mouthpiece for EMB education campaigns, but also a crucial and (usually) independent observer of the electoral process.
EMBs work in a constant cycle. Once a country has gone through its initial, transitional democratic election, it will be bound into an endless process of election organization: legislative (two houses perhaps), presidential, regional, local – even, in the case of Europe, international. There may be plebiscites or referenda. There may be votes on particular proposed laws. Democracy, in its nuts and bolts, is hard work. And the work does not stop. Communication with the media is crucial to this cyclical process, and while continual, each of the steps of the process requires careful planning.
Media relations planning benefits greatly from a pro-active and well-thought-through approach, rather than simply relying on well-tested techniques – press releases, news conferences, etc. Successful media relations strategies tend to start with overall objectives, messages and a clear understanding of the audience layout.
There are, of course, different approaches to media relations planning and implementation. Effective approaches are likely to have the following steps in common (in more or less this order):
Most of these steps go hand in hand with what other communication-related bodies in the EMB will also be required to do. For example, voter information, voter education and civic education all require solid understanding of the layout of audiences and the profiles of media that reach them. Furthermore, messages should be developed that can effectively impact these audiences. This further underscores the point that the Media Relations Department or office should make a concerted effort to be in close communication and collaboration with each of these other EMB activities.
Each of these steps is explored in the following pages.
