I'm a celebrity, sit me down here

Ofsted will release the official statistics for outcomes of local authority Children’s Services inspections on 24^th January 2013.  

Last year the banner headline from Ofsted was ‘The majority of local authorities are providing good services for local children and young people’. Interestingly Ofsted chose to frame their findings in a positive light rather than focusing on the 15 councils identified as poor performers.

Given the ever present furore around Social Work it seems unlikely that Ofsted will be so charitable this year. Since the Saville scandal broke there has been one negative story after another and a queue of politicians and TV personalities happy to perpetuate the suggestion that we are incompetent.

Highlights (lowlights?) in the tsunami of bile aimed at our profession were;

• Mr Gove’s speech and in which he revealed such an astonishing lack of understanding of what we do that it hard to believe he has ever met a service user or Social Worker.

• Josh Macalister's ‘Frontline’ proposal, which offers answers to a problem that in my opinion does not exist.

• The Rotherham UKIP ‘scandal’, so many had so much to say about it, but so few felt the need to retract or apologise for what they said when the truth emerged.

Regardless of what Ofsted find or how they seek to frame it, the public perception of Social Work continues on a downward trajectory. To compound this we are fighting the battle of perception on more than one front. There is the public perception of Social Workers and there is the professional/political perception. These different perceptions are symbiotic and influence and inform each other. We have seen this acutely brought into focus by Mr Gove’s speech which illustrates he was almost entirely barren of reasoned opinion on Social Work whilst simultaneously quoting Lord Carlisle and Eileen Munro at us. What is it they say? ‘A little knowledge is a dangerous thing’.

To address the public perception there are frequent calls to get more positive stories out in the press about Social Work, a call I have reflected on many times. I have come to the conclusion that the answer to our public image problem is not about getting stories of positive outcomes from Social Work interactions in the media. The simple reason for this is that no one cares. I cannot imagine any newsroom (even at a local level) would run a story about how a Social Worker intervened and prevented… well you don’t what was prevented if it didn’t happen.
We need to think differently, individual success stories are not that interesting to the public. Even when they are wonderful tales of Looked After Children who have prospered in care or families we have helped to turn around. There is a time and place to celebrate these successes, but for the most part the general public are not interested.

So what do I think would help? I am almost tempted not to write this, because I find the answer so unpalatable. But I want to spark debate so I’ll take a deep breath and just write it.

I think we need to engage with the public on a macro non-specific level (trying to make it palatable here). The key to the problem is we need to be sitting down more. We need sit down next Lorraine Kelly on her couch, and sit down on the ‘This Morning’ couch, let’s also sit down with the ‘Loose Women’ and maybe even ‘gulp’ … Jeremy Kyle. In short we need to be on any TV show which covers the area’s that we do in our profession. We need to be accessible to the public, we need to engage with them and we need them to like us.


Wanting the public to like us is perhaps a slightly strange concept. Frequently in child protection you will hear a Social Worker say ‘you don’t do this job to make friends’ or ‘it’s not about people liking you'. I think for the most part that is true, but I believe that if we want to improve our public image it is vital we separate doing the job from our public image. Again this may sound counter intuitive, but if the two things were linked then we wouldn’t have a public image problem. I say this because the overwhelming weight of what we do does not result in tragedy and if our public image was about what we do then the general public would value us. But we are not judged on what we do every day, we are judged on what is reported when what we do leads to a tragedy.

So back to sitting down with people on daytime TV. I’m not suggesting this will deal with all our problems, but I do think it will give social work a more positive exposure to a mass audience. If you speak to the general public about social work it won’t be long before they mention ‘Baby P’ or Victoria Climbié. I am suggesting that if we were on daytime TV there may be other images of social work they can identify with. I think we need celebrity Social Workers, like there are celebrity doctors.

As an example consider the recent media frenzy over the Rotherham UKIP foster carers. This was splashed all over the media and there was almost universal condemnation of the decision. Imagine the celebrity Social Worker talking over the incident with someone like Lorraine Kelly or one of the other daytime presenters. It would not be that difficult for them to at least put the opinion across that there was probably more to the story than was being reported. This message could reach a mass audience in a way that Newsnight never could.

There may be those amongst who may feel that social work and daytime TV are strange bedfellows. You may feel it would be wrong to associate ourselves with this element of the media. I know I felt that way when I first thought of this. But why shouldn’t we engage with Lorraine Kelly et al? Are we above this? Doctors aren’t above it, psychologists aren’t above it and importantly a large section of society isn’t above watching it. Tony Blair and David Cameron both recognised the value of appearances on daytime TV (it backfired on Cameron, but Philip Schofield was forced to apologise). We need to wise up as a profession and realise that if we do not define what our profession does to the general public then others will do it for us, and it will seldom be fair or balanced. Daytime TV is one way we can get a positive message to a mass audiance. Think about how many times you've done a visit and that odious toad is on the TV? I'm not talking about Michael Gove, I refer to Jeremy Kyle of course!