This question is posed on behalf of an ACE user.

I am a newly appointed spokesperson at an EMB and I am looking for examples of manuals or guidelines for Election Commission spokespersons.

Any references and sample materials would be greatly appreciated.

Summary of Responses

Practitioners' Network members suggested a range of guidelines for Election Commission spokespersons, with many giving helpful tips on communicating with stakeholders such as the public and the media. However, members did not refer to any specific manuals or sets of guidelines.

According to one member, Election Commission spokespersons must be experts on both internal EMB rules and the country’s electoral laws, in order to deal with media queries surrounding the application and interpretation of the electoral law.  

A few members suggested specific habits of effective EMB spokespersons. For instance, a member from Burundi added that spokespersons of EMBs must exercise restraint as elections are sensitive. The member also suggested that EMB spokespersons must: 1) never improvise when speaking to the media, as this can lead to misrepresenting an EMB's actions or views, 2) always base their stances on issues agreed on by all members the EMB, 3) always be calm when dealing with the media, 4) carefully understand all activities of the EMB, and must aim to have answers to all questions that arise. Another member suggested that EMB spokespersons must know their audience, and understand how politicians operate in high stakes political scenarios.

Furthermore, one PN member suggested that besides knowing the legal, policy and operating framework of the commission, spokespersons must also be able to devise innovative and creative strategies for the EMB to be most effective. For example, the member had formerly worked at UNDP in Nigeria and saw a need for training in communications and public relations at EMBs. Hence she worked to develop a comprehensive publications and communications manual.

Finally, one member suggested looking at documents on EMB Communication Policy and other standard operating procedures for EMBs coordinating events and activities, and communicating with external stakeholders.  As the member noted, most of these documents are internal. The same member also suggested there must be a clear process of communication within the EMB, based on consensus of all members.

Contributing Members

• Sangwani Mwafulirwa
• Enrique Lopez Sanavia
• Christine Ndayishimiye
• Vincent de Paul Taty
• Margie Cook
• Felix Serge Corneille Mahoutin Agossou
• Caroline Gonthier
• Alamine Simon Addih
• Mirimo Mulongo
• Denise Nzisabira

You need to familiarize yourself with the electoral laws first. Most of the queries that come from the media require answers that are bordering on application and interpretation of the law

La cuestión electoral tiene infinidad de vertientes y de metodologías. Es  preciso saber cual es el objeto de la  guía o manual que pretendes adquirir. Los hay de convocatoria de elecciones, de visitaduría, de prensa y comunicación, de observadores electorales, de visitantes extranjeros, de auxiliares o asistentes electorales, de aspirantes a candidatos, de la jornada, de la elección, del capacitador, del funcionario de casilla, de centros de acopio,  etc. etc.  Habrá que revisar y especificar el centro de interés u objeto de tu solicitud, para estar en esa posibilidad de coadyuvar con tu persona como portavoz principal de los portavoces de la comisión electoral.

Maître Christine Ndayishimiye du Burundi

La question qui vient d'être posée est pertinente dans la mesure où les élections, étant une matière sensible, exigent un grand sens de retenue de la part des acteurs impliqués et plus spécialement les portes paroles des EMB. Je n'ai pas de référence bibliographique à proposer mais le simple bon sens me pousse à donner quatre conseils:

1 Ne jamais improviser les interventions dans les média pour éviter de tomber dans le piège des journalistes

2 Baser ses interventions sur des positions concertées et convenues avec les autres membres des EMB.

3 Maîtriser, autant que faire se peut, ses nerfs: un porte parole ne doit jamais s'énerver'

4 Suivre dans les moindres détails toutes les activités de l"EMB: Un porte parole doit avoir une réponse à toute question que l'opinion se pose.

Bonjour! Cette fonction de communicateur de l'OGE est une fonction noble, qui exige beaucoup de qualités et d'aptitudes professionnel et surtout de pondération. Il s'agit pour vous de communiquer sur les faits et non sur des "oui dires". Il s'agit pour vous de coller la loi organique de votre OGE à vos propos. Vous devez organiser la campagne de sensibilisation des électeurs ou des populations au sujet du vote ou de l'élection en cours de préparation. Vous devez informez la populations et les acteurs politiques sur le fonctionnement de votre OGE et sur l'ensemble des activités en cours. Il s'agit pour vous de vendre l'image de votre OGE. Vous devez savoir que c'est un couteau à double  tranchant. N'oubliez pas non plus que les enjeux électoraux sont tels que les hommes politiques sont capables de "tout" du bien comme du mal. les acteurs politiques n'ont pas d'amis seul les intérêts les guide. Ne dite que la vérité sans commentaire.....

First, congratulations on your appointment to such an exciting post. The communications/spokesperson role is one that requires mastery of the legal, policy and operational framework of the commission; high level expertise in media and public affairs strategy and planning, and an ability to provide often uncomfortable  but confident advice to senior figures in the institution. It is a role that combines proactive, reactive, advisory and programmatic skills and is one that demands an understanding of your many audiences  and of the creative and innovative programming strategies and options most effective in reaching them. Back in 2001 when I first started in the UNDP Nigeria election project as an advisor on communications and public affairs ( which also wrapped in voter education, observation, the establishment of Nigeria's first ever media election centre and a heap of other things) the  most immediate need was for training.  A comprehensive public affairs and communications manual was developed  which has been revised from time to time since then. The manual takes you through the various roles of a communications manager; it provides basic media skills training and strategies; looks at how to define your audiences and provides a multitude of strategy and implementation options. I'd be happy to provide you with a copy if you'd like to contact me at [email protected]   

En plus de tout ce que les collègues ont émis comme préoccupation par rapport à la question qui est posée, un porte parole n'a rien à inventer puisque tout ce qu'il dira doit engager tout le bureau dont il est membre. Donc il doit s'entendre sur tout point de vue avec ses collègues . Cela permettra de cultiver l'esprit d'équipe et le consensus et rendra leur institution plus crédible seul gage des opérations dont les résultats seront acceptés de tous les différents acteurs .

The most useful references would be EMB Communication Policy and relevant standard operating procedures for coordinating events and activities, and elaborating messages directed at external stakeholders (political parties, media, CSOs, the public, and donors). The detailed documents tend to remain internal but one can consider information-sharing between EMB.

Ideally there should be a clear process involving "senior and relevant staff" to define and update the messages, as well as relevant communication strategies and responsibilities around each EMB activity, including (a) updated facts and numbers for each electoral activity (like candidates’ registration, voters’ registration, voting operations, etc.), (b) key communication points (with for example specific sentences ready for use), (c) projected FAQ on key sensitive issues, (d) spokesperson(s) and respective thematic responsibility (different representatives may need to be involved according to the type of event and information provided), (e) the upcoming activities and estimated dates, (f) the materials that should/can be shared (both internally and externally), the sharing method per target group, and responsible individuals. These should indeed all be the product of a thoroughly discussed and reviewed “consensus”.

Basic communication strategies and approaches can then be considered within formal and coordinated institutional mechanisms, ideally with templates - some which can be shared internally to enhance the consistency of messaging at all levels. A similar but faster and more informal mechanism with key senior staff can be considered for communication in times of crisis.

A media monitoring unit can contribute to this overall process, most notably for supporting the management in anticipating key sensitive issues (and though questions).

Regular meetings with the media, political parties, and CSOs will obviously be very helpful in assessing what are the information needs of each target group and sensitive issues.

In general, books/publications on communication strategies, tools and methods (including communication in times of crisis) can all be useful to you and your team during discussions.

Je voudrais vous a dresser mes sinceres felicitations pour votre promotion au poste de Porte Parole de la CENI. Normalement le Porte Parole parle au nom du Bureau declaring CENI. Pour eviter toutes incomprehensions, le Bureau devra valider la strategie de communication de la CENI. Ensuite, le Porte parole devra maitriser la loi Electorale, les procedures electorales et la sequence des operations electorales. Le calendrier des conferences de presse devraient être connues par les journalistes, les media et les organes de presse. 

Le Rapporteur, membre du Bureau est d'Office le Porte parole de la CENI. Parfois, le President de la CENI a un Porte Parole au sein de son Bureau. C'est le cas en Republique Democratique du Congo.

1. Bonne chance.

Les collègues ont dit pas mal des choses et prodigués beaucoup de conseiller un nouveau porte parole de la CENI.Vous êtes le porte parole de l'institution.Vous devez être serein et posé, maîtriser la loi organique de la CENI, la loi électorale ainsi que toutes les autres lois qui régissent le processus électoral.Le média est un couteau à double tranchant, ne communiquer que ce qui a été décidé avec les autres membres de l'institution et conforme aux lois qui organisent le processus électoral.

Je vous souhaite bonne chance et pleins succès.

Dear Spokesperson,

Your mission is very important. You have much responsibility through your EMB;therefore you must be very honnest and keen.You must know very well the electoral law and other laws related to elections and all that you have to say is linked to them.Never give your own opinion;you must work closely to the other members of the EMB. If an important issue of the EMB has to be communicated to the public,you have to discuss it with all the members of the EMB and make a consensus of what you have to tell the public. In civic and voter education you have to inform people on how the elections are being held and how they have to cast their vote. You have to make all the other actors know all the activities of the EMB.