LPFA, which administers a £3bn Local Government Pension scheme for 20,000 Local Government Association employees, has handed its retained PR account to Penrose Financial following a competitive pitch.
Sally Todd, managing partner at Penrose, who is leading the account, said countering myths that had built up over public sector pensions was at the core of the brief.
She said: 'There has been talk about pensions apartheid and gold-plated pensions, which has not been helpful because the facts are different.'
She added that there was 'a vacuum in terms of a constructive debate' and that the agency and the LPFA would use the pre-general election period to bring a 'clearer factual context to the debate'.
Mike Taylor, chief executive of the LPFA, said: 'The LPFA is well placed, with the help of Penrose, to clear away the half-truths surrounding the debate.'
Anthony Hilton, page 24.