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.
