Improving the image of social work Mark Ivory, Strategic Media Manager, The College of Social Work

Journalists told the Social Work Task Force about the...  absence of media expertise within social work  poor flow of information when difficult stories begin to break – “symptomatic of a culture of defensiveness that often serves only to exacerbate the media frenzy”  lack of a clear, strong voice for social work in the national debate, explaining the true nature and demands of the job.

So the Task Force recommended a college to promote the public understanding of social work and “Provide an independent voice for social work in public and media debate...”

Speak Up for Social Work campaign  Recruiting a team of College of Social Work media spokespeople – social workers are being trained to talk to the media about the reality of social work  Inviting journalists/comms managers to attend regional media briefings – we’re holding a series of media briefings around the country to talk about our work to raise social work’s profile  Working closely with employers to encourage openness – employers are often reluctant to let social workers speak out, but we will liaise with LA comms teams to achieve change.

The College of Social Work is building a team of social workers who can offer expert comment:  Clearly and honestly

The College of Social Work is building a team of social workers who can offer comment:  Clearly and honestly  Quickly

The College of Social Work is building a team of social workers who can offer comment:  Clearly and honestly  Quickly  Without “spin”

The College of Social Work is building a team of social workers who can offer comment:  Clearly and honestly  Quickly  Without “spin” We’ll put forward social workers to offer fast, relevant expert comment whenever a story breaks.

The College of Social Work is building a team of social workers who can offer comment:  Clearly and honestly  Quickly  Without “spin” We’ll put up social workers to offer fast, relevant expert comment whenever a story breaks A service to journalists and local authority communications teams

Our aims:  To work proactively with the media to offer real-life case studies and promote good social work.  To respond quickly in a crisis, eg child protection.  To make social workers and people who use their services more accessible.  To minimise the barriers presented by employers and client confidentiality.  Over time, to become a one-stop shop for information and materials on every aspect of social work.

 Speak Up for Social Work: A Profession of Principles What our Prospective Members tell us they want from us.  Social Work: An introduction for journalists Brief, no-nonsense guide to life on the front line.  With Responsibility and Respect Munro consultation on responding to child protection incidents.  A Guide to the Media for Social Workers Eminent contributors offer practical tips.  The Truth about Social Work Short DVD on social work as it really is

Damned if you do, damned if you don’t... T The bully The wimp

“The SAS in cardigans and Hush Puppies” The People on “over-zealous” social workers “Butterflies in a situation that demanded hawks” Daily Mail on a child death case

Will it ever change?  If social workers improve their public image and speak up for themselves  If the College works with the profession in raising professional standards and exercising leadership  If local authorities have effective media strategies in place. Please help us with our With Responsibility and Respect consultation.  Send comments to

15 Overall opinion of organisation currently work for What is your overall opinion of the company / organisation that you are currently working for? All respondents (283)

16 Opinion of current level of line manager supervision What is your overall opinion of the supervision you currently receive from your line manager? All respondents (281)

17 Expected workload by end of this year Which one of the following would best describe how you expect your workload to be by the end of the year? All respondents (283)

Reasons for expected change in workload 18 Why do you give that response? Slightly more manageable: Because I will take more control of my workload. If the department don't operate a workload or caseload management system, I will operate my own. Much less manageable: There have been increasing demands made of my role, yet no account taken in terms of case load or filling vacancies. Much more manageable: Everything is geared towards improvement in everything we do. Slightly less manageable: The workload changes when staff leave and are not replaced. Also if staff are on long term sick. The workload changes if you take on extra work in order to support the department but then is taken as you are managing extra work and the stress of juggling the work is not taken in to account.

19 Change in professional standards by end of next year In your opinion, how do you expect your professional standards which you are working towards to change by the end of the year? All respondents (283)

20 Expected change in service user satisfaction How do you expect your service user satisfaction in your team or organisation to change within the next 12 months? All respondents (281)

21 Expected changes over next 12 months How do you expect the following to change within the next 12 months? 9.07 Mean 25 to

Speak Up for Social Work: A Profession of Principles  Excellent supervision: often good, but half of employers could do better  Manageable workloads: excessive caseloads weaken performance  Professional development: every worker to have good CPD opportunities  Practice standards: higher standards as part of new career framework  Less bureaucracy: more time for face-to-face work with service users  Person-centred social work: social work to be central to “personalisation”  Child protection: social workers get full support to implement Munro  Financial cuts: cuts must not undermine the conditions of good social work  Social work education: universities and employers to raise standards

Speak Up for Social Work: A Profession of Principles AND LAST BUT NOT LEAST....  Professional status: equal to health, education, legal professionals  But this depends on everything else falling into place first

Regional Media Briefings  Cambridge, Wednesday June 1  Nottingham, Tuesday June 7  Manchester, Wednesday June 8  Newcastle-upon-Tyne, Wednesday June 15  Leeds, Thursday June 16  Southampton, Tuesday June 28  Birmingham, Wednesday June 29  Plymouth, Thursday July 2 if you would like to attend any of these media

Contact us  Mark Ivory, Media Manager /  John Gaston, Media Officer /