UK: Relationship between social workers and media

    Social workers and journalists are hindered by mutual suspicion 

      Sharing positive social work stories with the public will help understanding and improve the image of the profession (UK)

Niven, D. (2014). The Guardian. Retrieved from: http://www.theguardian.com/social-care-network/2014/nov/20/social-work-negative-media-image

What is the image of social work in the media? How long will social workers be the targets for allowing children to be abused or the elderly to be dehumanised? Probably as long as we avoid looking too closely at ourselves and demand scapegoats. We do love to cultivate our blame culture.

Given all this, how happy are social workers with the image of the profession portrayed by the media? My company commissioned a survey aimed at those in and close to social work to see if the perceptions were right and what measures were needed to improve things.

Ten questions were asked, on topics including image and the voice of frontline workers, and we received 356 responses. Answers were given on a scale from “strongly agree” to “strongly disagree”, and each question also got between 40 and 70 voluntary comments. Ninety per cent of respondents were in social work as frontline workers, managers, students, academics, independent case workers and retired staff.

For the question: “The image of social work in the media is satisfactory”, 90% of respondents strongly disagreed or disagreed. Comments included:

“News reports are frequently highly sensational, simplistic, often inaccurate and rarely look at the wider structural issues of societal breakdown.”

“The positives are never reported.”

Furthermore, 90% strongly agreed or agreed with the question “Employers should be more open with the media about the work social workers do.” Respondents commented:

“Issues pertaining to confidentiality, information sharing and data protection are used too regularly as an excuse to avoid media engagement.”

“[We] need to hear more about good practice and positive outcomes.”

And 76% strongly agreed or agreed with the question “Frontline social workers should be seen and heard more in the media.” As one respondent said: “Frontline workers should be heard to aid better understanding in communities.”

Kieran File is a media linguist and communication consultant. His PhD research explored the language of media interviews. His first thoughts on the survey feedback showed the following sentiments were common. Participants “have no doubt that aggressive media targeting of social workers in the wake of scandals and tragedies makes the job of practitioners more difficult”. The consequences for morale are evident: “It is demoralising and leaves a strong sense of anger which I find difficult to live with.” “Why don’t we discuss our processes and involve the public?” one participant suggests, and this is where my company would like to support social work employers by training staff in how to best communicate positive stories with the media.

We need to share the vast collection of positive social work stories with the public to improve understanding and balance. People are more intelligent than some of the media think. I’ve lectured to postgraduate journalists just prior to qualification to introduce them to the world of social work and so demystify this sector when they come to write about it. I’ve no problem in suggesting the reverse and inviting journalists to talk with social work students on the issues and processes the media might ask about if they encounter them in their work life. It’s a two-way street, and journalists are on a learning curve themselves. There were times not that long ago when I was asked if I could produce a child who had been sexually abused to talk to the evening news.

There are many good journalists who would be willing to give an honest account if they felt they were being included, within reason. And there are many good social workers who are mature and aware enough to share our world with the media without being shackled by employers. They can offer local success stories. Others at a higher pay grade can deal with complaints. Trust is possible and some softening of the boundaries has already occurred, but we need more respect to be earned between the two bodies.

For every scare story that isn’t balanced, it makes it just that more difficult for the social worker on the doorstep the next day to gain the trust of a family. We should offer training to employers who, like us, recognise that good news stories told by social workers will improve public perception and help them to do their jobs without stigma.

David Niven Associates offers social work media training in association with Compass Training and the British Association of Social Workers. The full results of the survey can be found here.

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