11. Media - friend or foe?
Hertfordshire Branch
(MFD) That this meeting of RCN Congress debates whether the media is a friend or foe of nursing
Debate report
Sarah Biggs from the Hertfordshire branch proposed this discussion about the opportunities and problems that arise from media attention. Sarah acknowledged the considerable impact positive media coverage can have, but cautioned Congress about the media’s motives and tendency to sensationalise. She called for a media that is “balanced, fair and reflective” and invited Congress to join her in discussion about this matter.
Several delegates came to the stage to share their own encounters with the media. Zeba Arif from the RCN Forensic Nursing Forum said: “It is really important that as nurses, we are astute about the media, expand our positive coverage and use the media as a friend.”
Michael Smith from the Outer South West London branch encouraged fellow members to undertake the RCN’s media training, to help them foster a positive relationship with the media.
Whilst some delegates reflected on damaging encounters, most of those who spoke were in favour of using the media as an effective tool to promote the profession.
David Dawes from central Manchester branch focussed on the possibilities created by social media and congratulated Congress for trending on Twitter.
Background
In the last 12 months there have been a number of stories in the media about poor care across the UK. These include the BBC Panorama exposure of care failings at Winterbourne View Care Home and reporting of the Care Quality Commission’s dignity and nutrition inspections (DANI) in England.
There has also been significant coverage of issues that portray nurses and the profession in a negative light, including the controversy around degree level education for nursing in England; the fact that health care assistants are not regulated and the collective examples of care failings revealed by the Patients Association dossier on poor care in England. There have also been examples of nurses being vilified in the media without trial, such as the high profile case of Rebecca Leighton.
Health care issues remain high on the media agenda and newspapers, online and broadcast outlets still exert significant influence on policy makers and the public as a whole. Yet the rise of digital and ‘instant’ media formats such as Twitter, means many traditional journalists at large media organisations find themselves with less time to investigate original stories. Indeed, newspapers could be said to be turning into ‘viewspapers’ - vehicles that deliver commentary on issues of the day.
Despite this, the media represents a real opportunity for nursing, and media outlets continue to take a keen interest in nursing and health care issues, The current cost cutting pressures in the NHS, the Health and Social Care Bill in England, and health care and the NHS are all ‘hot topics’ around the UK. Indeed, analysis of national and regional press between January 2010 and January 2011 reveals the RCN was mentioned in 3,130 articles and that less than 4 per cent of coverage was unfavourable.
These statistics, together with the media’s positive coverage of issues such as nurses carrying out innovative care, demonstrates it is possible to work with the media to inform their coverage. The RCN’s position on a range of issues related to health and nursing – cuts in the NHS, health inequalities or public health issues, for example – is often reflected in written, broadcast and social media. While there is no doubt that the changing media landscape is making outlets compete more and sensationalise their stories, nurses have a key role to play in engaging with the media and shaping its coverage.
While the Health and Social Care Bill and the need to make £20 billion in efficiency savings in the NHS relate to England only, the vast majority of the challenges and opportunities currently presented by the media are common across all four countries in the UK. The remit of the RCN’s media teams is to protect and enhance the reputation of nursing in the media, and to promote nursing policy and stories and influence wider health policy. The teams also look to respond appropriately – and where possible to neutralise – negative media coverage.
References and further reading
Borland, S., Bates, C. (2011) “Do not resuscitate” note was wrongly put on our mother’s files: scandal of OAP treated like a “slab of meat” exposed in damning report into NHS care. Mail Online 9 Nov. Available at: http://www.dailymail.co.uk/health/article-2059211/NHS-care-Hospitals-treat-elderly-like-slabs-meat.html (Accessed 02/03/12) (Web)
Odone, C. (2011 ) Save us from self-important nurses with degrees who care more
about their careers than their patients The Telegraph 10 Nov. Available at: http://blogs.telegraph.co.uk/news/cristinaodone/100116782/save-us-from-self-important-nurses-with-degrees-who-care-more-about-their-careers-than-their-patients/ (Accessed 02/03/12) (Web)
O’Hara, M. (2012) How a nurse is fighting for the rights of people with learning disabilities: Jim Blair, a nurse consultant, is battling to remedy failures in the NHS to provide equal care for learning disabled people. The Guardian 14 Feb. Available at: http://www.guardian.co.uk/society/2012/feb/14/jim-blair-nurse-people-learning-disabilities?INTCMP=ILCNETTXT3487 (Accessed 02/03/12) (Web)
