Individuals
who are planning a media strategy are usually advised to define a clear and
simple message, reducible to a single slogan. This works for many
organisations, from a company selling a product to a group lobbying for policy
change. Electoral managers, by contrast,
have a large number of different messages that they need to communicate to
different audiences at different stages in the campaign through different
mediums.
While
an EMB Media Relations Department will need to devise a schedule of key
messages, most of these will not be deliverable as brief “sound-bites”;
primarily due to the nature of direct engagement with media rather than
outreach through advertisements or media spots (which is what voter education
would utilize example).
Instead,
a strong media relations plan uses a list of key messages, drawn up according
to election phase and target audience, as its backbone, but incorporates them
as determined by media profiles (from media mapping exercise) and the
particular format of delivery (such as a press conference or press statement).
Much
of the core list of messages will correspond directly with those of the voter
information and education department.
There will be a number of others however that may directly target media
themselves (such as pertaining to polling day coverage, or campaign silence).
The
main benefits from drawing up a list of core messages to guide the process is
to ensure message accuracy with other communication activities of an EMB, to
reinforce outreach to the electorate and stakeholders, and to ensure timely
information on the various processes of the EMB in general.
Staff
member’s understanding of the media present, the audience they reach, and the
format of the delivery, each influence the message. For example, while a press conference or
press release may be opportune methods to announce deadlines, new developments
and results, they might not be the most effective means for encouraging new
voters to register. Instead, a more targeted
approach might be to invite a media outlet with a high listenership of young
adults - perhaps a university radio outlet or such - for a one on one
interview.
It is also worthwhile
for an EMB Media Relations Department to determine messages for different
scenarios. What would their response be
in different instances of accusations made by members of the press, if the
official results are delayed, if voting centres are not opened or need to close
early due to security concerns? While
an EMB Media Relations Department can only conduct limited speculation of
potential events, it is worthwhile to think through various scenarios in order
to be as prepared as possible.
