Les femmes rwandaises et la campagne électorale - Inter ...

Rwandan Women and the Electoral Campaign • 30 - 31 July 2003
The Electoral Campaign: Media Relations
Ms Phoebe Asiyo, Constitutional Commissioner
Chairperson of the Women’s Political Caucus, Kenya
Introduction
A candidate's task is to select an appropriate media to market the message. The steps to be taken in selecting an
appropriate media are: deciding on the desired 'reach', 'frequency' and 'impact'; choosing among media types;
selecting specific media vehicles and deciding on media timing. Media selection involves finding the most costeffective
media to deliver the desired message and level of exposure to the voters.
• Reach is the number of voters exposed to a particular media schedule at least once during a specified
time period;
• Frequency is the number of times within a specified time period that an average voter is exposed to the
message;
• Impact is the qualitative value of an exposure through a given medium.
The first exposure is unique. It should, therefore, be timed very carefully. The most common reaction is a
cognitive response. The second exposure is a stimulus, producing various reactions. The third exposure is a
reminder.
When choosing a media type, a candidate has to know the capacity of the media to deliver reach, frequency and
impact. Media types can be television, radio, newspapers, magazines, out-door advertising (such as billboards,
posters) or direct mail.
The candidate has to decide on a media type that is most cost-effective -- if it is radio there are some choices.
The same applies for television, newspapers and magazines. The major considerations would be:
1. Circulation: the number of physical units through which the message is distributed;
2. Audience: the number of people exposed to the vehicle (e.g. radio listeners);
3. Effective audience: the number of voters exposed to the vehicle.
Media timing is another important consideration. Too soon, and the audience is likely to forget. Too late, and the
effect is minimal. It is important to make friends with the media and not fight them. A media person should be
included in the campaign team where possible.
Campaign Planning and Strategy
Campaign planning is the bedrock of a campaign and can be compared to a business plan written by a new
entrepreneur. It is a well thought-out plan giving details of how every aspect of the political enterprise will be
handled.
Campaign planning is about developing a plan and animating it. It is a living process that responds to the
changing challenges of the electoral bid.
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