Originally published 4 September 2006. This article is retained from the tCI archive. Law, policy or practice may have changed since publication.
Media coverage of recent events has hardly broken new ground, but it may have reminded readers and viewers how focused we have all become on personalities. True, there is discussion of serious issues – though finding it is a challenge in the red-tops - but both the broadcast media and print journalists appear to be most interested in the implications for individuals. When will the Minister resign? is a far more popular news story than What part of the process broke down and why?
The problem is not confined to National Government. Local Newspapers can be really vicious in their treatment of local political leaders. Even the specialist trade press can reduce matters of technical substance to speculation about who’s up or who’s down, who’s in or who’s out of favour in Executive Agencies, Quangos or Committees.
All this is presumably in the cause of adding human interest to a story, as everyone knows that this is the way to build or retain an audience. Students at our Schools of Journalism are presumably taught how important it is to add “colour” to each piece, and that we are all interested more in other people than in abstract concepts or boring jargon. This has all led to a vigorous debate about the role of the media in contemporary politics. Some politicians complain that modern coverage of our democracy trivialises important issues, obliges public figures to condense complex arguments into two-minute superficial soundbites and becomes obsessed with gladiatorial verbal battles with a Paxman or Humphrys. Others reply that politics cannot be left in the comfort zone of a 1950’s time-capsule where a deferential media gently avoided asking awkward questions. What you get today is political life in the raw – warts and all, and it is more realistic that way!
Wherever one sits on that debate, most of us agree that it is becoming increasingly difficult to look at any situation without the “personality factor” creeping in. The ODPM produces a new initiative – reaction is immediately influenced by whether the Minister is receiving a good or a bad press. The Local Council invites views on a proposed congestion charge – everyone wants to know who wants it – and who is fighting against it. A Community Group mobilises opinion against a proposed retail development - Who’s agitating? What’s their agenda? The private sector suffers as well. British Airways reports a profit decline – When will the Chairman do the decent thing and resign???
A professionally implemented consultation provides one of the very few opportunities these days of having a reasoned debate about the issues without it being contaminated by the soap opera. This is what makes a consultation so important and so valuable. Even then, there are pitfalls. Ensuring that the relevant media co-operate and encourage an open debate can be a challenge; it will often be a matter of effective pre-consultation, and building long-term relationships; it also means helping editors and journalists understand how to report consultations fairly.
Few in the media fully appreciate the scope a consultation gives them to write really interesting stories; they may need guidance. But it is equally true that few of those who manage consultations have received media training and understand how to handle the hungry news-hound.
Increasingly, teachers are helping our children understand local or national issues through classes in citizenship; enlightened ones are even showing them how to respond to a public consultation – sometimes online! Would it not be truly excellent if this helped to show the next generation that it is possible to have an active discussion about serious choices, without canonising its supporters or impugning the integrity of its opponents?
In a nutshell, encouraging high-quality consultation is dialogue without the soap opera ……and increasingly it’s only available here. Roll up…roll up….roll up!
Trigger points
- Consider the Seminar on Best Practice Consultation of Children & Young People
- Assess your relationship with the relevant media – have you developed the right relationships?
- Watch out for the first ever specialist Seminar on Public Consultations & the Media
This is the 59th Tuesday Topic; a full list of subjects covered is available for Institute members and is a valuable resource covering so many aspects of consultation and engagement