General Election: Champion Truth, Promote Respect

As we approach the General Election, I want to take this opportunity to remind you, as members of the Public Relations Institute of Ireland (PRII), of the pivotal role we play in promoting and upholding the highest ethical standards in public discourse. The rise of artificial intelligence, coupled with the widespread issues of misinformation, disinformation, and declining confidence in governments across the globe, makes our responsibility as communicators even more critical.

In the coming months, political campaigns will dominate the public sphere, and it is imperative that we, as communication and public relations professionals, lead by example in promoting transparency, accuracy, and integrity in all our messaging. This is not only a matter of professional pride, but of protecting the integrity of our democratic processes.

I also want to issue a direct call to all prospective election candidates to uphold the highest standards of truth, integrity, and transparency in their campaign communications. The messages shared during this election will shape public opinion and directly impact the trust voters place in our system of governance. We must ensure that these messages are grounded in facts and that misinformation has no place in our campaigns.

At the PRII, we have outlined five core principles for ethical communications during this election, which I urge all of us to champion and promote:

1. Commitment to Truth and Accuracy

All campaign messages should be based on verifiable facts.

2. Responsible Use of Social Media

We must avoid sharing or amplifying unverified or misleading content.

3. Swift Corrections

Taking responsibility for mistakes and issuing prompt corrections fosters trust.

4. Avoiding Disinformation

Deliberately misleading or false information has no place in professional communication.

5. Fostering Civil Discourse

We should encourage respectful, fact-based debate and resist divisive, polarising rhetoric.

In addition, the growing role of artificial intelligence in political communications requires us to be vigilant. Tools like deepfakes could easily distort public understanding and further erode credibility in our democratic processes. We, as communicators, must ensure that AI technologies are used ethically and responsibly.

With public confidence on the line, now is the time for all of us to double down on our commitment to ethical communications. Let’s lead by example, ensuring that truth, respect, and integrity guide every message shared in the months ahead.

Together, we can champion ethical communication during this critical period.

David Geary, MPRII, President, PRII.