There is a diverse range of techniques and
tools that EMBs can utilize to reach audiences through media and ensure that
messages are on target, accurate, and effective. This portfolio includes media
briefings, press conferences, press releases, briefing packs, websites, new media, press
tours, and so forth. It is important to emphasize these points about developing
and implementing such techniques:
- Whenever possible media relations should be handled by
a Media Relations Department (or, failing that, by a specialist media
officer, preferably with experience of working with the media).
The
techniques of media relations are part of a larger media strategy that an EMB
develops. The Media Relations Department
is a component, albeit a vital one, in a larger effort of outreach to voters
and transparency in election administration.
It is therefore essential that a Media Relations Department remain
closely coordinated with other EMB departments such as the voter and civic
education, legal framework, operations, observation, and gender
departments. Not only will many of the
questions that a Media Relations Department will face be about these other
departments and their activities, but lack of coordination can also lead to
conflicting messages that will undermine the EMB’s credibility in the eyes of
the public.
- While EMBs need to have the capacity
to react quickly to events, most techniques of media relations can be prepared
in advance and their use planned carefully.
- In addition to staying informed
about activities of other EMB departments, a Media Relations Departments will
benefit from closely watching political and social happenings in the country
that are of relevance to, or might influence, the elections. This will ensure that media relations staff
members are not caught off guard when media brings issues to their attention
and requests a comment (whether or not the questions warrant comment). Staying informed will also allow a Media
Relations Department to predict questions or concerns which might arise and
devise responses to potential scenarios.
Various
techniques and tools available to EMBs will be examined on separate pages:
- Briefing packs;
- Pre-recorded audio and video material;
- Press releases and press statements;
- Websites;
- Press conferences;
- Media briefings;
