A media strategy is a roadmap for EMB media relations; it is a result of a variety of crucial considerations, namely:

1.    EMB strengths and weaknesses;

2.    Consultation with a range of stakeholders;

3.    Charting the electoral cycle / phases;

4.    Audience analysis;

5.    Media mapping;

6.    Tools and techniques; and

7.    Message development.

Essentially, the strategy is one overall plan of action that specifies the “when, how and to whom” of engagement with the media.  Each of these components is critical to ensuring an effective strategy, and should be completed prior to finalising the strategy.  As such, they are explored in greater detail in subsequent pages.

A strategy need not be overly restrictive in is content.  In other words, it is not necessary to detail everything such as how many news releases the EMB is going to issue, or who is going to speak at press conferences. These are questions that can be resolved as the strategy moves forward in implementation.  Furthermore the media relations department should hold regular internal gatherings as well as occasion gatherings with other EMB departments, to ensure that the strategy continues to be relevant and practical to election operations and decisions, and that the strategy is mutually understood by the EMB at large.

In summary, an EMB developing a media strategy may consider the following questions:

• Is the strategy proactive or reactive?
• Is it low profile or high profile?
• Is it local or national? (Does it reach the intended audiences?)
• What are the major communications opportunities?
• What are the major communications impediments?
• What communications strengths are available in the EMB?
• What other organizations can the EMB collaborate with (NGOs, community groups and others)?
• Are the primary and secondary audiences and sub-categories clear?
• What are the most effective media for reaching the primary audience?
• What are the key messages to be conveyed to those audiences? Are the practical and do they complement the media format for distribution? Have they been tested on audiences? Who is likely to be critical of the EMB’s running of the election?
• What might their key messages be?
• Are there sufficient consultations scheduled into the strategy?
• Does the Media Relations Department have a Media Centre at its disposal? If not, have agreements been made with other providers of adequate media space?