As the general election draws near you will likely have heard the term ‘purdah’ doing the rounds.
It’s a term many do not fully understand, and something even experienced PR professionals find difficult to get their heads around.
Here, former national news journalist Adam Howlett, Prominent’s Media Relations Lead, explains what ‘purdah’ is, why it is important and how it is designed to keep our elections fair.
Essentially, ‘purdah’ refers to the period of time leading up to an election or referendum, often called the ‘pre-election period’ or the period of ‘heightened sensitivity’.
During this time, public bodies such as local councils and civil servants are not allowed to publicise the views or initiatives of political parties and politicians that could be seen to advantage a candidate or party.
Ministers and the Government are still responsible for running the country, but ministers must use discretion on any new actions, even on an ongoing project, that could be seen to be for party political purposes.
It means public sector bodies are often very tight lipped, only sharing non-political and factual information with journalists.
The idea is to ensure that the work of civil and public servants, who should always remain impartial, cannot affect the outcome of a vote in any way, ensuring complete impartiality from local councils and governing bodies.
This is to protect the integrity of the election system and makes sure no public money is used for party political reasons.
It’s a way of ensuring elections are fair and are seen to be fair.
It’s a difficult time for council communications departments, who have to carry on functioning during the pre-election period. However, they must be very cautious not to become embroiled in any party-political matters.
They can still handle requests for statements, and issue factual information on government or council policy, but must ensure it does not affect the election in any way.
They must also be wary of making any announcements or putting out any communications that could indirectly advantage or disadvantage a party or candidate.
For example, if a council were to announce a new scheme investing thousands in a public service, although it is not direct campaigning for a political party, it could be seen to give the incumbent leadership a boost.
Conversely, if a council were to announce a controversial scheme that creates a public backlash, that could be seen as negatively affecting a candidate or party.
Although external communications continue throughout the pre-election period, government bodies tend to err on the side of caution.
The run up to and election is a difficult time for council press offices and comms departments– it’s like they are trying to do their job with their hands tied behind their back.
It also comes at a time when politics is the big story for journalists, so can sometimes cause some friction between the two.
However, this time of ‘heightened sensitivity’ makes sure the elections are fair, and that the voting system retains its integrity.
The Prominent team isn’t just made up of former journalists, but public sector communications experts too.
That expertise has seen us operate a full, 24/7 press office service for East Cambridgeshire District Council between 2016 and 2021.
As part of that work, we were responsible for managing all media requests over several elections, ensuring the council stayed on the right side of purdah rules.
If your public sector organisation is in need of PR support from a team which knows the industry inside out, contact us today on 01473 276126.
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