The Quick Count and Election Observation

C H A P T E R T H R E E : P R O M O T I N G T H E Q U I C K C O U N T
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Below are several best practices for implementing a media
campaign:
• Develop consistent messages. A message is what an organization
wants the public to know about it as it approaches the quick count.
Messages reflect the values or beliefs behind the quick count and
inspire listeners. Each time a leader of the organization speaks, the
basic message should be repeated and reinforced by several issues
or detailed information. The public affairs team should be sure the
same message is contained in all documents, reports and other materials
that could potentially become public.
• Establish standard procedures. It is important to set up guidelines and
policies that specify who is authorized to represent the organization
and speak with the media. This helps to avoid sending conflicting
messages or releasing premature reports.
• Stay “on message.” All spokespersons should know the message and
how to deliver it consistently. All press coverage should be monitored
to determine whether the message is reported, and the board and
spokespersons should receive regular reports on this topic.
• Use a variety of publicity techniques. These can include events and
activities as diverse as holding press conferences, writing newspaper
articles, creating paid television commercials, recording motivational
songs and holding public recruitment events and pep rallies.
Most groups need to
creatively exploit
opportunities for free
or low-cost publicity.
Publicity Techniques
The publicity mechanisms used by quick count groups primarily depend on
the amount of time and money available. Groups with image problems and
little time available to correct the problem, or those facing a serious crisis (such
as an attack in the media or the inability to obtain access to polling stations)
may opt to use paid advertising. Paid advertising through the mass media,
including TV, radio and newspapers, allows a group to control the content and
reach a large number of people quickly. However, it can be expensive, and in
some countries access may be limited.
Most groups do not have the resources to rely primarily on paid media exposure
and need to creatively exploit opportunities for free or low-cost publicity.
Some of the following methods are used to get media coverage: