PRCA Managing Director Renna Markson said:
“Everyone involved in communications has a role to play by acting honourably. Political parties should know better than to deliberately mislead voters. Public trust in our politics is low enough already.
“The PRCA doesn’t stand for the dishonest and unethical practice of passing off political campaigning material as though it’s impartial, objective local media. The PRCA Professional Charter prohibits the dissemination of ‘false or misleading information knowingly or recklessly’. PR professionals who campaign for political parties should not allow themselves to become complicit in this, thereby putting their own reputation at risk.
“The people who put out misleading information hope that those who are appalled by their actions will do their work for them by sharing and drawing attention to their content. So if you come across this kind of activity, don’t fall into their trap. For example, don’t retweet or quote tweet. Call out their behaviour, but don’t share their messaging.”