This week some media lambasted the Wellington Rugby Union for issuing a video that faked sideline abuse of referees. All Black Victor Vito was disguised as a ref and actors were hired to hurl insults.

The offenders were then supposedly embarrassed when Vito's identity was revealed.

The truth behind the phoney action was revealed on social media and the union was pilloried by some for making a hash of a valid campaign - though I have yet to see those media who published the video and associated press release without checking giving themselves flak.

Public relations consultant Deborah Pead said the incident proved how important it was for PR companies to ensure they were open and transparent when producing content, especially where it was being published by media.

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Mark Jennings, former head of news and current affairs at MediaWorks, thought media companies concerned would be embarrassed that faked content had been published as real.