All media will need to plan their coverage of an election. Whether planning entails the complex deployment of massive resources or the skilful maximising of scarce ones, election coverage will not work properly without it.
A good election plan will have to take account of the following considerations:
- What resources are available? Is there a special budget for election coverage, or will it have to be met out of the normal editorial budget? What staff are available – is there a budget to hire additional staff or freelancers?
- What is the timetable of the campaign? When are the crucial moments and how far will it be possible to prepare coverage for these in advance?
- What are the particular issues in this campaign and how far will this influence the way in which a particular media outlet organises its coverage?
- What innovations in coverage will the media house make? What will be the distinct features of its coverage?
The answers to these questions will differ enormously depending on whether the media house concerned is an international satellite television network or a local newspaper. The scale of operations will differ enormously, but the planning issues are essentially the same.
The following checklist highlights issues that editors will need to address before the start of an election campaign:
- Check key dates of the election process: registration, nomination, campaign period, polling day, announcement of results etc.
- Check the regulations and laws affecting election coverage.
- Set a budget for election coverage.
- Identify the team who will cover the election – as well as political staff, other specialised reporters will need to cover particular aspects of the campaign.
- Identify the team in charge of election coverage – senior editors who will decide on any sensitive matters that emerge in the course of the campaign.
- Plan technical and operational arrangements.
- Recruit additional personnel.
- Contact resource people, such as election experts and pundits, who can advise you on election matters.
- Contract a reputable company to run opinion polls for you.
- Check photo and video libraries.
- Plan for emergencies.
This list is adapted from the International Federation of Journalists’ Election reporting Handbook. Read the full document here.
As important as the practical arrangements is thinking about how to cover the election. Finding new angles is both a way of competing effectively with rival media houses and of making the election fresh and interesting to the audience. In particular, media houses should try to identify what they think are the crucial issues of an election campaign. Once the campaign starts, the political parties will each be attempting to set the agenda that suits their own interests. The media should consider what are the most important issues for voters and attempt to follow these regardless of the candidates’ own agendas.
One effective way of doing this is through “voters’ voice” reporting.
