Election campaigns attract heavy media attention. At the same time, the Election Commission closely monitors political advertising and paid news. Effective media management during elections balances visibility with compliance.
Understanding the Rules
Media Certification and Monitoring Committee (MCMC)
MCMCs are set up at district and state levels during elections. Their key roles include:
- Pre-certifying political advertisements on electronic media, including TV, radio, cinema, social media and other internet based platforms, as well as bulk SMS and voice messages.
- Monitoring media for suspected paid news.
- Reporting relevant findings to the Returning Officer.
The requirement for pre-certification of political advertisements on electronic media traces back to a Supreme Court order of 2004 in a case involving the Ministry of Information and Broadcasting.
Paid News
Paid news broadly means any news or analysis appearing in media for a price, in cash or kind. The Election Commission treats it seriously. When MCMC finds a case of suspected paid news, a notice can be issued to the candidate, and expenditure may be added to their election account.
Silence Period
Under Section 126 of the Representation of the People Act, displaying election matter through television or similar apparatus is prohibited during the 48 hours ending with the close of poll. Print advertisements in this period also require pre-certification as per Election Commission instructions.
Building a Media Strategy
Define Key Messages
Three or four clear messages that every spokesperson repeats consistently.
Identify Target Media
- Local newspapers and their district editions.
- Regional TV channels.
- Digital news platforms and YouTube news channels.
- Community radio where relevant.
Plan a Media Calendar
Schedule announcements, press conferences and interviews across the campaign rather than in one burst.
Working With Journalists
- Provide accurate information quickly.
- Respect deadlines.
- Offer access to the candidate for interviews.
- Never offer payment or gifts for coverage.
- Correct errors politely with evidence.
Press Conferences
Hold press conferences only for significant news. Prepare the candidate with likely questions, start on time and provide written material. Our guide on writing press releases explains the format.
Advertising the Right Way
Advertising is legal when properly certified and accounted for. For each advertisement:
- Prepare the creative and transcript.
- Apply to the MCMC in the prescribed format before publication.
- Keep the certificate and match the published ad exactly.
- Record all costs in the expenditure register.
Monitoring Coverage
Track all coverage of the candidate and opponents daily. This helps respond to inaccuracies and also helps identify any coverage that could be misread as paid news, so it can be addressed.
Social Media and Media Convergence
News increasingly travels from social media to TV and back. Ensure your social media messages align with what spokespersons say to the press.
Conclusion
Media management during elections requires planning, discipline and a clear understanding of MCMC rules. Campaigns that respect these rules build credibility with both journalists and voters. DB PR Solution manages compliant media campaigns for candidates and parties.
Need Help With Your Campaign?
DB PR Solution is a Delhi based election management and political PR firm in New Ashok Nagar, Delhi 110096. We help candidates and parties with strategy, surveys, booth management, digital campaigns and media outreach. Call +91 8858986989, email dbprsolution@gmail.com or send us a message to discuss your constituency.
Frequently Asked Questions
What is MCMC in elections?
The Media Certification and Monitoring Committee pre-certifies political advertisements on electronic media and monitors suspected paid news during elections.
What happens if paid news is found?
The candidate may receive a notice, and the estimated expenditure may be added to their election account.
Do newspaper ads need pre-certification?
Print ads generally do not need pre-certification, except as instructed by the Election Commission, such as on polling day and the day before.