This period, not surprisingly, is a thoroughly preparatory one. Unfortunately this is usually the phase that is most neglected, despite the number of “lessons learned” from elections that emphasize its importance. One of the common reasons it is neglected is a lack of funding, or resources in general, particularly in countries in transition to democracy that are approaching their first or second elections. Unless well-established, an EMB is likely to be busy focusing on securing funding, hiring staff, fixing facilities, and so forth during these crucial weeks or months. Yet, by overlooking the preparatory stage and delving straight into an electoral cycle, the Media Relations Department risks being continuously one step behind the game and scrambling to make up for the lack of a clear and targeted plan.
This is the time to conduct audience analysis, media mapping, message testing, and finally to devise a comprehensive strategy. In addition, this period is the time for the EMB to be consulting, communicating and educating both media and stakeholders about their rights and responsibilities during the elections, the relevant laws and regulations, complaints mechanisms, and so on. The EMB may be involved in media briefings and trainings on these issues, organised by themselves or others.
