When it comes to election security, public perception can be as important as reality. When the two don’t match, public confidence in the election can diminish based on unfounded concern. A media engagement plan and an established relationship with the local media can help you leverage media outlets to keep the public informed during routine election administration and when responding to any unanticipated developments.
- Identify media partners and build relationships early. Make a list of the local reporters you trust. Revisit past stories to review their approach and experience with elections. Reach out to them proactively, pitch a positive story, and establish your office as the trusted source of election information.
- Develop common themes for your messaging and draft talking points. Prepare simple, concise messages about standard election processes (e.g., early voting, mail ballot deadlines, and results tabulating and reporting). Focus on transparency and building trust in the integrity of your systems. Engage your communications person or team to refine talking points and review written communications before releasing them.
- Schedule a “Media Day” in advance of the election. Devote time to exchanging information with the media and answering questions about your processes. Review key laws, requirements, and timelines, and remind them of certain nuances, such as results potentially changing between election night and official reporting, that might otherwise seem irregular if not explained in advance. Consider inviting them to observe normal operations in your office, voting locations, or a ballot processing center.
- Implement a standard process for handling media inquiries. Clearly establish which staff are authorized to engage with the media. Train them on your talking points to maintain consistent messaging.
- Prepare an emergency response strategy for media communications. Develop a plan for media communications when responding to unanticipated events: include press release templates, holding statements, and social media strategy. Rehearse response scenarios with staff, communications teams, and key response partners such as local law enforcement and emergency management. Outline this response plan with the media at your “Media Day” so that they know what to expect.
Media contacts turnover just as election staff do. Make outreach a habit at the start of every cycle, brief newcomers on your processes, and flag any changes to election laws, systems, or timelines before they become a story.
The Planning Desk is a running timeline of key election security tasks. You can find prior editions in the newsletter archive.