Included in the establishment of an
EMB overall, is the creation of a specific department that can focus entirely
on relations with media. A Media
Relations Department (sometimes called a press office) will be the focal point
for media outlets to receive timely and on-going information on election
management progress. In some cases this
department is incorporated into a larger public relations (or public affairs)
department that deals with both the media and the general public. For the
purposes of clarity and consistency with the larger topic area “Media and
Elections” this discussion only explores media-specific relations. As discussed previously, a Media Relations
Department is distinct from voter information, voter education, and civic
education department(s), yet many of the activities of each benefit from
collaboration or consistent communication between them.
The physical structure of a Media
Relations Department is determined by the size of the task as well as the
resources that are available to the EMB. A department may or may not include a media or press centre (see section
Media Centre below for
more information), where media can gather for events such as press conferences
or briefings. This addition is dependent
on funding, available space and security considerations, but often provides a
valuable resource to the Media Relations Department, limiting event preparation
time, ensuring consistency (for media as well as department staff), and
equipment reliability.
In some cases, there will be a
central department headquarters with satellite field offices where most of the
media relations staff will be located.
In this case, a small headquarters will suffice. In other instances however, most of the
media activity will take place in a central location and therefore the office
facilities will need to adequately allow for many more staff.
Needless to say, efficient Media
Relations Departments (including any satellite offices) are equipped with key
fittings including reliable and fast speed internet hook up, computers, fax
machines, copiers, scanners, landlines and cell phones and so forth.
Perhaps even more important than
physical fixtures however, is staffing.
Usually there will be at least one spokesperson who will be the main
communicator with media for any “on record” exchanges. These are discussions between the media and
the individual that the media are free to quote from or broadcast as is. This
person will also provide responses to media requests for statements or comment
on issues. Often the spokesperson is an
elections commissioner, reflecting the importance and seniority of this
position. The spokesperson will be the “face” of the EMB, it is therefore vital
that this person be neutral, skilled in diplomacy and able to respond
succinctly and clearly to (sometimes sensitive) questions from the media. The
perils of an EMB spokesperson who acts in a partisan manner was highlighted in
the presidential elections in Timor Leste in 2007, when the EMB spokesperson,
also an Elections Commissioner, spoke out in favour of one candidate and
criticized another, which reportedly damaged the reputation of the EMB. [i]
In addition to a spokesperson(s),
the number of department staff will depend on the amount of work that is to be
done. There will need to be enough staff
present to adequately cope with any surge in media requests, particularly
around sensitive phases of the election such as voting day itself, the counting
period, and the announcement of results.
There are also often staff members dedicated to research who can provide
regular briefings to the larger department staff on news items of the day or
the week. There might also be
experienced message and news item developers, who write can in newsworthy and
succinct styles. Staff members with journalism, public relations, or related
backgrounds offer valuable expertise to the task of writing press releases,
talking points, media networking, and so forth.
[i] “Democratic
Republic of Timor-Leste, Final Report: Presidential and Parliamentary
Elections, April, May & June 2007”, (EU Election Observation Mission report,
2007),17 http://www.eeas.europa.eu/eueom/pdf/missions/final_report-timorleste-2007_en.pdf
