For
the media the start of the campaign period is when election coverage really
begins to take off. This is often the
longest part of the electoral process, with the greatest media resources
allocated, and the greatest likelihood that media will be able to impact the electorate.
This is also a period of time when regulatory framework surrounding media and the
elections begins to become more complex or nuanced.
Although
campaign reporting might reasonably be seen as an extension of normal reporting
skills, there are several distinct considerations at point out:
- Parties’ media strategies:
how do party managers try to manipulate media coverage in order to have
their own candidates portrayed in the most positive light and to influence
voters in their favour?
- How can political events,
such as meetings and rallies, be reported in a way that is simultaneously
interesting, newsworthy, fair and informative?
- How should journalists
tackle the problem of reporting inflammatory or defamatory speech?
- What are the professional
and practical issues involved in reporting opinion poll findings?
- Should journalists boost
coverage of women and minority candidates, and if so how?
- How can reporting reflect
the preoccupations and priorities of ordinary voters?
