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.