Just in Time
It is not always possible to manage an information programme so carefully that people get the information they need just in time to act on it. In fluid electoral environments, where the legal or regulatory framework or important election deadines and procedures are still in flux in the midst of an election and where the communications infrastructure may be lacking, this will present a major challenge.
Where there are modern broadcasting and newspaper networks reinforced by a sophisticated advertising industry and solid communications infrastructure it may be possible to prepare messages at very short notice and to place these at precisely the right time.
Where this same network operates in an environment where the large majority of people are reading and listening to or watching broadcasting media, then this information is efficacious. A lot is left to chance, however, that can actually only be dealt with by information systems that are repetitive and have built in storage and redundancy.
Reaching People In Time and Accurately
In poor societies, ownership of television and radio sets is limited. Electricity may also be a problem. In modern and affluent societies, audiences have become very segmented. In both these situations single channel information is risky.
On the other hand, information that has storage utility--pamphlets and other printed materials, recorded messages, and so on that can be distributed and kept for reference--must remain timely and accurate. And there is no guarantee that the information will be looked at when it is actually needed.
So there will always be a balancing act between getting accurate information to people just in time and getting information to the broadest possible audience.
Prepare a Detailed Programme
In a general sense, voter information programmes have to manage timing quite carefully and a full and detailed programme will be necessary. If the voter information is novel, because of significant changes in election procedures or because it is a founding election, then there will need to be a reality check on all aspects of the programme. This reality check can be done by making sure there is good feedback from organizations and educators working out in the field; or from an information and complaints hotline. Surprisingly, election authorities often assume people have the information in an accurate form just because it has been made public.
Even Just in Time Programmes Take Time to Plan
Finally, in addition to the general difficulties expressed above about getting information to people just in time, production and distribution of materials does itself take time. And some formats will require more time than others. The production and airing of a radio spot may be accomplished more quickly, for example,than the preparation, printing, folding, packing, delivery, and distribution of a leaflet. While there are possibilities for super-human effort, one should not expect miracles. And the only way to achieve super-human efforts and meet unrealistic deadlines is to spend money. The more complex the
information programme and the more tight the deadlines, the more likely it is that costs will increase.
