Earlier this year, Meta CEO Mark Zuckerberg announced the company would end its US fact-checking program, replacing it with a “Community Notes” system. This shift allows users to flag potentially misleading posts and provide additional context, aiming to empower the community to address misinformation directly on the platform.
With this relaxation of policy, Dunedin NZ has taken the opportunity with a tongue in cheek post to claim the most liveable place in New Zealand [and we think so it should!!].

Meta has stated that independent fact-checking units in Australia will continue their efforts. However, it noted that “before rolling out any changes to our fact-checking program outside the US, we will carefully consider our obligations in each country, including Australia.”

This change reflects a broader trend in social media content moderation, where platforms are turning to community-driven models to manage misinformation.

The Australian Communications and Media Authority (ACMA) and other regulatory bodies have been monitoring misinformation on digital platforms, with the federal government considering stronger intervention if voluntary measures prove insufficient. Considering Australia’s stance on combating digital misinformation, a move by Meta to change its approach here will likely face significant scrutiny.

Any shift in social media regulation and platform policies could directly impact your communication strategies, audience reach, and brand credibility. Here’s how to navigate these changes effectively:

Monitor regulatory developments
Keep up to date with announcements from ACMA or other authorities regarding changes to social media regulations in Australia. Understanding these shifts will help proactively adjust your PR and communication strategies.

Strengthen internal fact-checking
Double down on your content verification processes to prevent misinformation affecting brand reputation.

Leverage multiple platforms
Too much reliance on anyone platform is a risk should they change their terms and conditions, their algorithm on you or your account gets blocked. Diversifying across multiple social media channels is a risk reduction strategy.

Engage with trusted sources
Partner with reputable news organisations, industry experts and professional associations to reinforce brand messaging with credible, fact-based information.

Encourage audience fact-checking
Educate your audience on identifying misinformation and promote engagement with trusted sources. This helps build a more informed and resilient community around your brand.

Chris Hall, Chief Executive Officer, Primary Comms Group

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Legislation introduced into Federal Parliament this week to cap political donations will pass through both Houses quicker than a fast-acting laxative.

The major parties know they’ve been locked in a spending arms race for far too long.

Federal political campaign spending has risen by 144 per cent over the past 20 years, according to the Centre for Public Integrity.  Political parties spent $418 million in the year running up to the 2022 Federal election.

Sure, the independents and minor parties will feel they’re being dealt a dud hand under the proposed new laws that would kick in after the 2025 election, but don’t have the Parliamentary numbers to do much about it.

The Teals may have to go to the extreme length of dropping the pretence of being a community movement and registering as a political party to keep the cash flowing. Clive Palmer will take it to court.

And traditional media companies are going to take a massive financial hit, putting another nail into the coffins of newspapers and news radio.

One overdue change nobody can dispute is the move to political donations being disclosed online in near real-time.

The current archaic system of paper returns, with lax reporting frames and blurred rules between state and federal jurisdictions, defies easy understanding. The grey areas will persist with the states still doing their own thing, but anything is an improvement.

The other constant is the flow-on impact when somebody somewhere hands a whack of cash to a party official. We, the taxpayers, will continue to foot a bill, down the line.

Call it the cost of democracy.

Our electoral system rebates every candidate or party achieving a four-percent quota of the vote in the House of Representatives or the Senate the sum of $2.91 for every first preference vote they attract.

The lawmakers want to increase that to $5 a vote as part of the changes, supposedly to cover the added cost of compliance, which really means having volunteers do some rudimentary data entry.

Craig Regan, Senior Account Director, Primary Communication

The issue is what’s called a “barbecue stopper” in politics – a topic that distracts ordinary people from what they were discussing and starts a fresh conversation

According to a Guardian poll in October, cost of living is the top concern of Australians by a country mile. Not talking about inflation is an attractive idea when you’re a government without the ability to do much about it.

National Cabinet’s endorsement of an age mandate on Friday – strongly backed by Premiers from South Australia and New South Wales – was no surprise. The commitment by the Opposition to have a law passed as early as next week was.

Our finest bureaucratic minds will have 12 months to build a plan to make this ban work – and they’ll have their work cut out.

The UK has implemented age-assurance legislation but is still to decide how it will work. Allowing banks or mobile phone providers to confirm a user is over 18, using facial recognition and asking users to upload a photo to the site that is then matched with official photo ID are all on the table.

Just like an underage kid sneaking into a nightclub to drink, you’d have to think that all of these can be worked around. Facial recognition? Even heard of Artificial Intelligence?

So, here’s an idea: Take politics and polarising/demonised figures like Zuckerberg and Musk out of the equation and ask if mandating age limits for something already in everyday use is practical.

Then look at a paper by researchers from the Black Dog Institute, published in the Medical Journal of Australia last week. It pointedly asks whether increasing social media use is causing more youth mental health problems or if rising trends in youth self‐harm have other causes.

It goes on: “Restricting young people’s access to social media could impede pathways for help‐seeking. This complexity highlights the need for a considered approach.”

Laws that can’t be enforced are as useful as an anonymous Tweet and arguably more harmful when policymakers misread the potential for unintended consequences.

Craig Regan, Senior Account Director, Primary Communication

Artificial Intelligence (AI) is shaking up the PR and communication world in ways we couldn’t have predicted a few years ago.

It can supercharge our workflows, analyse data at lightning speed, and bring speedy content and headlines to the table – mind you, with the occasional robotic poetry. Nonetheless, it’s a tool that requires thoughtful handling.

At Primary Comms Group, we’re continually learning how best to integrate new technologies into our workflows and AI is no different. We have welcomed it with an intentional, eyes-wide-open approach.

We also understand that technology evolves faster than we can say “press release”, so we’re committed to learning step-by-step, and adapting while maintaining our ethical foundation. Here’s our view, and some tips, on navigating AI’s rise with caution, curiosity, and confidence.

Taking it step by step

AI has been with us for some years, even if we haven’t realised. Think spell check, or a map app that helps you navigate the best way from A to B using the quickest route. The advent of Large Language Models has made it feel like AI has just arrived but in reality, it is just another step in the evolution of AI.

There are still major improvements to be made before it is fully formed. It’s more of a series of capabilities, with its true potential waiting to be unlocked, however, if we can understand how it works, we can start unleashing its capabilities.

By fostering the right culture at the organisational level, we can also help shape the evolution of how we can benefit from AI, preserving human creativity and avoiding de-skilling, even as we outsource certain tasks.

Tip: Start small and adjust as you go. AI usage guidelines allow you to take advantage of AI’s strengths while keeping its limitations in check. After all, today’s “cutting edge” quickly becomes tomorrow’s “baseline”.

 Recognising AI’s limits

For all its potential, AI is not infallible, nor is it a substitute for expertise of an educated, creative staff member. PR is as much about intuition, storytelling, and context as it is about data. Yes – AI can analyse and generate content, but it lacks the deep human insights that make communication work truly resonate.

It’s essential to scrutinise generated content, reviewing and editing carefully to ensure it aligns with our standards and maintains our unique voice. Validating AI research outputs is also crucial, as these tools can unintentionally perpetuate existing biases in their data model.

One significant issue is the potential for misinformation and deepfakes. AI can make anyone say anything. Data privacy is another issue, especially with open-source large language models like ChatGPT, which rely on vast amounts of data to function. This raises legitimate worries about the security and confidentiality of personal or sensitive information.

Tip: Keep a clear view of where AI fits in and where it falls short, preserving the security of confidential data or information, and ensuring that technology supports human creativity rather than eclipse it.

 Ethics isn’t just a side note

Ethics must be our guiding light in AI’s expansion into PR. Whether we’re using AI to analyse data, create content ideas or forecast trends, the human touch and ethical oversight are essential. Every AI-driven initiative must align with our ethical and professional standards of honesty and integrity.

Additionally, by openly acknowledging AI’s role, we maintain trust and set realistic expectations, reinforcing our commitment to ethical practices.

Tip: Even with the lure of full automation, ethics must remain front and centre. Defining AI usage expectations and employee responsibility ensures integrity.

Critical thinking, self-awareness and transparency key in the age of AI

No matter how “smart” the technology seems, we must maintain a critical eye on its output. We simply can’t afford to relinquish the reins; instead, we must actively steer AI toward the best outcomes while being aware of its biases and limitations and our own!

Tip: Prioritise transparency, acknowledging when AI is involved and how it’s being used to enhance, not replace, the creative process.

Mary-Anne Boustany, Senior Account Director, Primary Comms Group

In a night full of celebration, inspiration, and recognition for the industry’s best and brightest, Communication and Public Relations Australia (CPRA) has announced the winners of its annual Golden Target Awards.

In our view, none were more deserving than our own Elaine Banoub who took home the Professional of the Year award.

Elaine’s 22-year long career in PR is marked by passion for her work and a constant drive for excellence. Balancing her role as a mum of two young children, Elaine’s dedication to her craft is unwavering, leading Primary’s technology, social and tourism client portfolios.

The accolades point to individual excellence but also her commitment to the Primary team and to the industry.

“Elaine’s dedication and approach to her work, as well as her impact on the broader team, make her an unparalleled force in our sector,” said Chris Hall, CEO, Primary Comms Group. “Her commitment to excellence and to fostering growth set her apart as a true leader, embodying the very spirit of our team at Primary.”

Over the past year, Elaine has been instrumental in securing new business to drive Primary’s growth – such as Primary’s first international aviation client – and has proven invaluable during client secondments, seamlessly integrating into their team to maintain momentum and deliver successful programs.

Beyond her own success, Elaine prioritises mentorship, supporting continued professional development within the team and fostering creativity. Elaine has led the development of the “Innovation Lab” and has also found time to mentor PR and comms students at Macquarie University.

Elaine said, “I’m honoured to receive this award and grateful to be recognised alongside such talented professionals. It’s a testament to the hard work of my team and our shared commitment to pushing boundaries in communication. A huge congratulations to all the winners and finalists in the Golden Target Awards, Australia’s most prestigious communication awards program.”

Primary also took home a bronze for its work with Hysata, helping the company achieve Australia’s largest climate tech Series B round in the Corporate Reputation and Management Campaign category.