Be honest with the electorate: Why truth and integrity must lead this election
As this election season unfolds, the potential for AI-driven disinformation may only increase.
As the drumbeat to an impending general election grows louder, the country stands at a pivotal moment. Party leaders are fine-tuning their manifestos, strategists are shaping campaign narratives, and the electorate, weary of global crises and domestic uncertainty, braces itself for another cycle of political promises.
But amidst the flurry of electioneering, one thing must remain clear: this election cannot be about tactics, manipulation, or misleading rhetoric.
If we are to arrest the ongoing slide of public disillusionment with politics, the next election must be rooted in truth, transparency, and respect.
The erosion of public trust in recent years, fuelled by a pandemic of disinformation during and after an actual pandemic, has reached a critical point. If the upcoming election is to mean anything, it must mark a departure from the increasingly normalised practice of distorted facts and divisive rhetoric that has plagued recent political discourse.
Public communication — whether by political candidates, advisors, or media professionals — carries a profound responsibility.
Scroll for results in your area
The role of communicators must not be one of shaping public perception through manipulation, but to provide clear, accurate information grounded in facts, truth, and integrity. This election will not just determine the political future of Ireland, but the future of public trust in our democratic institutions.
You don’t have to believe me but simply look to our neighbours.
The lesson is clear: short-term gains through misleading rhetoric can often result in long-term damage.
Upholding the highest ethical standards in communication is not optional — it is imperative. The commitment to truth, responsible use of media, and fostering civil discourse are fundamental.
Respectful debate must be promoted, while polarising, divisive language that can fracture public trust should be avoided. These principles are not just guidelines — they are essential if the electorate’s faith in both politics and the media is to be restored.
It means being honest with the public — no false promises or extravagant claims, recognise the serious challenges ahead as well as past achievements.
It means respecting opponents — debate policies, not personalities.
It means communicating simply, effectively and openly.
Even if everyone is committed to such an approach, there are still risks.
One of the most significant challenges faced in this election, and indeed future ones, is the rapid advancement of artificial intelligence in political communication. AI is not merely a tool for improving efficiency, it is a game-changer with the potential to influence public opinion at an unprecedented scale. Unfortunately, this cuts both ways.
AI-generated content — whether deepfakes, fabricated news stories, or AI-crafted political ads — has the potential to blur the lines between truth and falsehood in a manner never seen before.
Deepfakes, in particular, can mimic reality with chilling accuracy, producing videos that make it appear as though a politician has said or done something they have not.
During recent protests in Ireland, we witnessed the damage caused by disinformation at first-hand. Foreign actors, often leveraging AI technologies, sought to exploit divisions and sow chaos. The sophistication of these campaigns highlights the urgent need for vigilance — not just from communicators but from the public.
As this election season unfolds, the potential for AI-driven disinformation may only increase.
While political candidates and communicators have a duty to maintain high ethical standards, the public also plays a critical role in shaping the tone of this election. Voters must be discerning consumers of information, questioning the accuracy of the content encountered and demanding accountability from those who seek their vote.
The notion that elections can be won through deceit must be rejected, with a firm insistence the path to victory is paved with honesty and respect.
Political discourse need not be as divisive as it is today. Democracy is strengthened by healthy debate, the clash of ideas, and the search for common ground.
However, when that discourse is poisoned by lies, half-truths, and fearmongering, everyone loses.
- David Geary is president of the Public Relations Institute of Ireland
