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Media and Publicity protocols

Effective communication is essential to developing beneficial relations with the local community and other stakeholders, but the council must ensure that the Government's Code of Recommended Practice on Local Authority Publicity is followed.

Corporate Communications

Corporate Communications assists councillors and officers in their duty to communicate effectively with people. It is directly responsible for promoting council services and improving the profile of the town.

Communications and the law

When considering all forms of communication with our audiences, Hertsmere Borough Council must conform to:

  • The Government’s Code of Recommended Practice on Local Authority Publicity (made under the Local Government Act 2000).

This code covers the rules around content and style of publicity, dissemination, advertising, promotion of individual councillors and restrictions during the election period. Paragraph 20 of the Code of Recommended Practice on Local Authority Publicity say:

'The main purposes of local authority publicity are to increase public awareness of the services provided by the authority and the functions it performs to allow local people to have a real and informed say about issues that affect them, to explain to electors and ratepayers the reasons for particular policies and priorities; and in general to improve local accountability.'

Local authorities face more legal restrictions than private bodies when it comes to external publicity. Most importantly councils cannot publish material which appears to be designed to affect public support for a political party.

The Secretary of State has also issued statutory guidance under the Local Government Act 2000 which the council should follow. The guidance emphasises that the role of publicity is informative and should be well balanced and objective. It notes that local authorities should not ‘mount publicity campaigns whose primary purpose is to persuade the public to hold a particular view on a question of policy.’

This should not stop the council from conducting consultation exercises, promoting effective and efficient use of local services, attracting tourists and investment, or influencing public behaviour on such matters as crime prevention or equal opportunities.

Councillors are subject to a statutory Code of Conduct and the Government is also developing another statutory document covering officer’s conduct. Guidance for councillors and staff about marketing and publicity has been produced demonstrating how in principal the council adheres to these laws.
It is also mindful of its obligations under other laws of statute that also affect communications, including:

  • The Data Protection Act (1998)
  • The Disability Discrimination Act (1995)
  • The Freedom of Information Act (2000)
  • The Human Rights Act (1998)
  • The Race Relations Act (1976)
  • The Sex Discrimination Act (1975)
  • And the law relating to defamation.

Publicity during the election period

The Representation of the People Act 1983 prohibits expenditure on promoting or procuring the election of a candidate other than through an election agent. It imposes on senior officers a due diligent obligation to broadly ensure that the council does not assist the election candidate with their campaign. If senior officers cannot show that they have taken all reasonable steps to prevent the authority from providing certain forms of assistance to an election candidate, they will be charged with committing indictable criminal offences.

During the six-week election period, particular care must be taken to ensure that laws surrounding local government publicity are not breached.

Media releases sent out during the election period will not quote councillors. Neither will they feature in any photographs that accompany the media release. Corporate Communications cannot arrange media statements, interviews, letters to the newspapers and press conferences and briefings for councillors during this period. Councillors can however approach the media directly.

Feel free to view our Corporate Communications Strategy PDF icon

If you would like more information about communication and publicity protocols, telephone 020 8207 7581 or email: corporate.communications@hertsmere.gov.uk.