This report has been superseded: see our list of good practice guides for more recent publications

• Information or Propaganda?
• An Unequal Contest
• Adopting a Formal Policy

101
The communication of information at public expense – with the probable exception of “public notices” and other advertisements in similar form – always has the potential to attract comment and criticism. This may in part be because, in the absence of unlimited space, choices have to be made about what information is to be communicated and how it is to be presented. The dilemma of the communicator is between:

• making the presentation attractive so that the audience will want to give their attention to the information, absorb it, understand it, and (if that is what is expected) act on it; and
• presenting accurate, complete, and fairly expressed information.

102
Choice, however, introduces judgment and subjectivity – both on the part of the communicator and in the assessment of the audience. As with any comparable situation, someone is always likely to disagree with the choices made. The skill required of the local authority communicator is to observe the relevant principles and apply the highest possible standards, and, importantly, to learn from experience.

Information or Propaganda?

103
The commonest complaint about an item of advertising or publicity to which someone takes exception is that its content is just “propaganda”. While such a view is inevitably subjective, and may be held genuinely, it is usually directed at material that conveys information about a policy (either proposed or adopted) and aims to explain what the policy means, or what it is intended to achieve, or the reasons for its adoption.

104
The defence to such a complaint, although the complainant may well not accept it, is to be able to demonstrate that the material meets acceptable standards. Guidance on standards for subject matter and content is given in paragraphs 401-403 and 501-516 respectively.

An Unequal Contest

105
Generally, private individuals and organisations can say what they like about a subject and publicise their position in any manner of their choosing. However, a local authority may regard some such publicity as unfair to it – especially if the material is considered to be factually incorrect or unbalanced or emotive – and want to respond in kind.

106
Such a feeling, although understandable, does not justify departing from appropriate principles and standards. Nevertheless, some response can be justified to put the record straight, including a measure of rebuttal. A balance ought to be maintained, however, and money should not be spent merely to 5 engage in a public argument. Making use of the news media through publication of a written statement is a practical means of response in such a situation.

Adopting a Formal Policy

107
We recommend that every local authority considers adopting a formal policy – framed to suit its particular needs – that:

• embraces these guidelines;
• provides clear direction on how the policy is to be applied in particular circumstances – such as those dealt with in paragraphs 205 and 705-706;
• includes direction on the circumstances in which the Council’s logo and any slogans can be used (especially by persons or groups outside the Council); and
• requires all parties involved in the authority’s advertising and publicity, both internal and external, to comply with the policy (see also paragraph 303).