This picture of Gov. Charlie Baker and Rep. James Kelcourse appeared on a mailer for Rep. Leonard Mirra.

WHEN YOU’RE sending out thousands and thousands of campaign mailers, mistakes can happen.

A super PAC affiliated with Gov. Charlie Baker recently sent out a mailer plugging Republican Rep. Leonard Mirra of West Newbury for reelection, but it carried a picture of a different Republican on the back side.

The mixup occurred when a photo of Baker, Mirra, and Rep. James Kelcourse of Amesbury was mistakenly bcropped to remove Mirra instead of Kelcourse. Super PACs can raise unlimited amounts of money but cannot coordinate their efforts with candidates, so the Mirra ad was not reviewed by the candidate himself before being sent out.

Gregg Lisciotti, a Leominster developer who heads Baker’s Massachusetts Majority PAC, issued a statement reiterating the PAC’s support for Mirra “because he is a strong, bipartisan leader.”

The Baker super PAC has poured more than $900,000 into state races over the last two months, most of it going to Republicans. Campaign finance reports indicate the PAC has spent $13,320 on behalf of Mirra.

The front side of the Mirra mailer includes a picture of Mirra and another of Baker and Lt. Gov. Karyn Polito, and says the state’s top two Republicans “need strong partners on Beacon Hill like Lenny Mirra.” The mailer lists Mirra’s priorities as beating COVID, reopening the economy, and providing the best K-12 education.

The flip side of the mailer, which says “re-elect state Representative Lenny Mirra,” features a picture of Baker and Rep. James Kelcourse of Amesbury standing side-by-side. Kelcourse has also been helped by the Baker super PAC, which has spent $11,710 supporting his candidacy.

The front side of a Baker super PAC’s mailer supporting Rep. Leonard Mirra, with a picture of Mirra.
The backside of a Baker super PAC mailer supporting Rep. Leonard Mirra but featuring a photo of Rep. James Kelcourse.

Christina Eckert of Boxford, the Democrat running against Mirra, said she felt badly for her rival because of the mistake by Baker’s PAC. But she said the message of Baker’s support was still clear.

“The governor is very popular, so I‘m sure it’s a boost to Lenny,” Eckert said.

Eckert said PACs run by the Environmental League of Massachusetts Action Fund and 1199 SEIU Mass. PAC have sent out similar mailers supporting her candidacy.

She predicts voter turnout will be high this year, and she believes that will benefit Democrats like her. She ran against Mirra in 2018 and lost by 324 votes.

Bruce Mohl oversees the production of content and edits reports, along with carrying out his own reporting with a particular focus on transportation, energy, and climate issues. He previously worked...