Focussed Media Use
In using news and other communications media for voting information purposes, intensive research is required so that this relatively expensive form of voter information, especially where mass media is involved, is used cost-effectively. Unfocussed media use for voter information wastes money, by oversaturating sectors of voters that are easily reached and missing access to particular categories of voters, be they:
- age-based (e.g., the young, the aged);
- experience-based (e.g., first-time voters);
- culture-based (e.g., language and minority groups, non-working voters);
- knowledge or skill-based (e.g., voters of lower literacy levels).
Public media advertising, to be effective, tends to concentrate on short, sharp messages. All media placements should include contact details for official services providing more detailed voter information.
Legislative Basis
To ensure that voter information is accessible, minimum levels of media information advertising to be undertaken by electoral management bodies are often specified in legislation. Such minimum specifications can usefully apply at least to announcement of voting methods available, listings of voting sites to be used in each electoral district, the geographic voter registration area each covers, and listings of candidates running in the election in each electoral district.
Advertising Strategy
Media use should be based on a formal advertising strategy and plan, setting objectives, target audiences, information outcomes required and available financial resources, and determining the best media mix to use on the basis of this strategy. (For further information on use of mass media for voter information, see Educational Theory.)
Mass Media
High penetration print, radio and television media provide instantaneous coverage to large numbers of voters. However, both production costs and space and time costs for mass media advertising are not cheap. Use of mass media may be limited by funding constraints or through cost-effectiveness considerations. Use of mass media can be a scatter-gun approach, if detailed readership, listening and viewing audience data is not available. Where mass media is used, evaluation of information penetration and recall by voters is very necessary, both to assess if target audiences are being reached and the effectiveness of information transmission.
Different types of mass media will be more effective for different voter information messages. For example:
- Listings of all voting stations, while useful in print media, are not suitable for audio-visual mass media. At the same time, audio-visual media of geographically limited coverage could be used for providing this information for a limited area (see 'Specific Sector Media' below).
- Visual representations of how to complete a ballot correctly are generally more effective. Thus, using radio for this purpose, accessibility factors being equal, would be less preferable than using print or television media.
Appropriate Media Mix
Selection of the appropriate media mix to achieve coverage targets and information outcomes is important. Factors to be considered include:
Literacy levels. Even where print media has high penetration, it may not be understood clearly by some sectors of the populations.
Penetration. What different population sectors--broken down by age, past voting participation and cultural group--do the various media outlets reach, and how do these fit information campaign targets.
Reinforcement. Use of different media for the same message can reinforce the message. However, where the same sectors are being targeted by media used, there is a the possibility of oversaturation, where funds could more effectively used targeting other sectors.
Coordination with Critical Dates
Scheduling and content of the different components of mass media voter information campaigns needs to be coordinated with critical points in the voting operations timetable to ensure maximum information retention by voters. Attempting to transfer too many information messages at high rotation at one time is likely to cause voter confusion. A staged voter information process is preferable. Information issues covered could progress from voter eligibility to general information on voting services available, to correct ballot paper completion, to voting station locations, to reminders to vote and bring necessary documents to the voting station.
(For an example of a complete set of voter information media advertising materials--press, television and radio--and their scheduling for a national election voter information campaign, see Advertising Materials Sample Book - Australia, 1996. For an overview of objectives, rationales, schedules and evaluation results for this campaign, see Helping Australians Have Their Say - Australia, 1996.)
Specific Sector Media
Particularly where research or field information shows likely under-participation or lack of knowledge amongst specific age or cultural sectors of the population, addressing them through minor media popular in those specific markets will increase voter information coverage, in addressing:
- youth--through information in music, video, student publications, and alternative radio stations;
- the aged--through pensioner or other association publications;
- the military--through armed forces publications and other in-house media;
- regional audiences--though regional media;
- minority language groups--through print or audio-visual media broadcast in minority languages.
Use of community organisation radio, publications, and newspapers, particularly those whose language is different from those used by mass media, will provide generally low-cost voter information accessibility to voters who otherwise may not be informed.
Other Public Media
Static public media may also be used effectively, especially where displays or posters are used in high-traffic areas:
- in transport hubs such as bus, rail, and air terminals;
- in market or shopping areas with high pedestrian traffic;
- use of billboards and signs on roads.
Selection of appropriate sites requires research on pedestrian and vehicle traffic flows. Posters in such areas are best used for short, sharp messages for the date of voting day and voting hours, examples of correct ballot marking, and the like, rather than attempting to fully explain procedures. However, they can act as a lead-in to satisfying more detailed voter information needs by providing information on locations and times where further information can be accessed.
Messages can also be tailored to the particular public environment in which they are placed. Major transport hubs, for instance, would be an effective place to inform the public on the availability of services for early and absentee voting.
Other more interactive solutions to public information display have been developed with low-cost computer technology. Secure, user-friendly touch-screen information systems placed in public places can provide information on a large range of voter information issues in response to standard questions. Audio prompts for voter interest can be included and pictorial and audio representation of both questions and answers is easily achievable. While more expensive than poster or other public display methods, it has some advantages. Voter information queries can be monitored, thus allowing analysis of the amount of information disseminated and issues of interest. The equipment can also have a continuing use after elections for government or non-government-sponsored information campaigns on many other public issues, such as health, education and welfare.
News Coverage and Press Release Strategies
Using unpaid media space and time to assist in voter information is discussed in Voter Information. For effective enhancement of voter information messages in this way, a strategy for dealing with media relations needs to be implemented. The objectives of the strategy should be to ensure accuracy, authenticity, maximum content, and impact of voting operations news items.
Elements of such a strategy would include:
- designation of authorised spokespersons who should be the sole conduits through which information is released to the media;
- training of voting operations spokespersons in media skills--particularly important if less predictable and less structured media such as talk radio and television interviews are to be used for voter information purposes;
- a news information release plan, which can only be an intended plan, i.e., timing and subjects of media briefings are often generated by unforeseen questions about the voting operations processes and are out of the control of the electoral management body, with a basic plan for press release, media briefing content, and scheduling also prepared;
- planned media access to voting operations materials production, training and administration facilities negotiated with media, to allow combined information on voting procedures and progress in election preparations to be reported;
- guidelines for authorisation of media to enter, and particularly film, inside voting stations and counting centres;
- monitoring of all media throughout the election period, both to evaluate success of the strategy with regard to penetration of voting operations news and to enable quick response to inaccurate or biased reporting.
Working in such fashion with media not only assists in informing voters, but also promotes the transparency and professionalism of voting operations. Where extensive media contact is envisaged, the employment of public relations professionals to guide the election management body's information release strategy can be effective. Development of media information kits is always useful. (For examples of these, see Media Information - United Kingdom and Media Pack - Elections Canada.)
Use of Internet Technology
In developed societies, use of Internet technology provides a very cost-effective means for providing public voter information and voter education material for increasing numbers of the population. Not only can such sites cover the full range of voter information material and news releases, either as reproductions of printed material or specially designed pages, but they can also increase voter service by allowing on-line access to such facilities as applications for mail or absentee ballots, applications for polling official employment, and other public voting operations forms. Examples of the way in which web pages can be used for voter information can be found by visiting the electoral administration sites listed within the 'Other Resources' link on the ACE main page, particularly those in the United States.
