An effective EMB Media Relations Department is one that is proactive rather than reactive.  This means that staff not only stay informed of events and trends, but also pre-equip themselves with messaging for outreach.  Preparing audio, video, and print material in advance is one way of ensuring that an EMB gets its own message across in exactly the way that it chooses.

A voter/civic education department will be preparing an array of educational messages to be aired or distributed through slots on public broadcasters (sometimes as a license condition for private broadcasters, or through bought airtime/advertising slots).   While a Media Relations Department need not duplicate these efforts, it may consider bolstering them by acting as a conduit for voter and civic education to reach a large array of media outlets.    This effort would need to be in collaboration with any voter/civic education department. 

However pre-recorded audio and video material as well as print hand-outs that are media relations specific is also a way for a Media Relations Department to ensure that media receives accurate messages promptly.  This technique goes back to the need to be ahead of the game.  For example, if a Media Relations Department has been informed that the EMB management body has decided not to open a polling location due to security concerns, the Media Relations Department might consider crafting a video clip, audio clip and press release that explains the reasoning behind the decision as well as any efforts to remedy or compensate for the decision.  This is an example of being proactive, and may safeguard the media relations staff from being caught off-guard by media questions or unable to adequately explain the situation.   It also signals to media and electorate that an EMB is taking extra care to be prompt with communication, and transparent.

The advantages of pre-preparing electoral material are the following:

• EMBs can decide exactly what is its message and formulate this message in its own words;
• EMBs can be pre-emptive in the case of sensitive issues;
• EMBs can provide the materials in advance to broadcasters;
• EMBs can use creative techniques to convey its messages.

A common way of distributing pre-recorded material is to put it on the EMB website along with a written statement. It can also be given out on CDs or in other recorded formats.