The importance of public relations is everywhere, more so during a situation of conflict or a crisis where managing it properly is of utmost importance to safeguard the image of an organization.

This is where in the issue of electoral process, the Election Commission (EC) should be proactive (or seen to be proactive) to engage the voters and political parties in communication, to convince its stakeholders of its action and explain its position with clarity. We know that the EC has taken the necessary steps to explain the position raised by parties concerned. But there is still negative feedback that shows dissatisfaction or even manipulation by political parties to give the wrong impression.

I suppose an aggressive public relations exercise would give the EC the opportunity to clear any doubt. It would look good for the body as voters would view the move as transparent in line with democratic practices. At least this is what is expected from the election body.

The recent announcement to go biometric and improve the electoral process should be made known as extensively as possible so that the voters would be able to understand the move towards fair elections. Already there have been attempts by some parties to discredit the system and to create doubts among voters. All this require rationales to be explained. Voters too must be able to see the reasons behind the move.

The idea for EC to carry out a public relations engagement with the media and the voters to tell its stories should be welcome by all.