EHJ February 2003, pages 56-57 Following a number of direct approaches to members by television programme makers, the CIEH has prepared specific guidance for dealing with the media. Tracey Khanna looks at the issues

Like it or loathe it, the great British public is morbidly fascinated with "reality TV". The BBC documentary series "A life of grime", which painted a selective yet gruesomely vivid picture of the work of environmental health, proved to be regular compulsive viewing for around 6 million people - a ratings success that has ensured that the series will continue to be filmed for the next three years.

Interestingly, the appeal in the environmental health sector by makers of television documentary and consumer affairs programmes appears to have spread beyond "A Life Of Grime", and plans to film further programmes as part of the BBC's investigative series "The UK's Worst...?" with reference to restaurants, caterers and body piercers are currently in the pipeline. While some councils are obviously supportive of the making of such documentaries, the CIEH senses that many local authorities are becoming less likely to participate with programme makers, due to concerns about the impact of on public perceptions, as a result of these programmes. And the media portrayal of the day-to-day work of environmental health has certainly garnered a mixed response from individual environmental health practitioners - with the consensus of letters to EHN and EHJ despairing at the negative spotlight which is cast over the profession.

One of the CIEH's main objectives is to raise the profile of environmental health to a broader audience and the organisation is approached frequently by media employees seeking comment on specific issues, or assistance with programme or article development. Wherever possible and appropriate, the charity assists with such enquiries as part of its growing campaign to raise awareness of the work carried out by environmental health practitioners, and in the last six months media coverage achieved by the CIEH has risen dramatically.

While the CIEH can not influence local authorities to participate in television programmes, recently it has come under pressure to "deliver" filming opportunities. In addition, it has become clear that individual environmental health practitioners within local authorities are being approached directly by members of the media and encouraged to participate in the making of programmes. Activities such as allowing "secret" filming, taking samples of food from premises for testing and allowing film crews to attend inspections are some of the more common suggestions! While individual employees will almost certainly be required to adhere to communication processes set out by their employers, these situations potentially have serious legal implications.

While the BBC has legitimately requested the assistance of the CIEH, the Food Standards Agency and LACORS in the making of the "The UK's Worst?" series, some environmental health practitioners have worryingly been asked to anonymously nominate restaurants for inclusion.

Some environmental health practitioners are undoubtedly uncomfortable with being involved with this kind of programme. Concerns that the nomination of premises within local authority areas will reflect poorly on the authority itself are very real. In an effort to positively co-operate with the programme makers, the CIEH has offered them access to its policy team, reports of prosecutions published in its journals, legal advice, a mailing to chief environmental health officers and directors of environmental health, and referrals to experts.

But could a potential conflict arise between the perspectives of individual environmental health practitioners and the local authorities that employ them? And what happens when the wish of individual environmental health practitioners to raise the profile of the environmental health department clashes with a corporate view that co-operation with the media is not good for the local authority, or vice-versa?

Given the sensitivities of media relations, the CIEH communications and membership services department has prepared a reference document for its members, Considerations when communicating with the media, outlining the major factors to bear in mind when communicating with the media - including basic legal guidelines (see box).1 While these considerations and guidelines are not meant to replace the processes adopted by individual employers, the document can help individual members in preparing for contact with the media.

Broken down into convenient and helpful sections, Considerations when communicating with the media takes members step-by-step through the news agenda, preparations for being interviewed by the media and conducting the interview itself, to the essential related legal issues.

While the CIEH hopes to gain the involvement of members of the media at its next annual conference, to provide them with a broader view of the work of environmental health practitioners, the range of issues they face and the importance of their work in the private, public and non-profit sectors, it is encouraging all its members to read its media communications guidance.

References

1. Considerations when communicating with the media, produced by the CIEH, is available from the "what's new" section of the CIEH website (www.cieh.org) as a free download.

For further information or advice on media communication issues contact Michael Dunmore, director of communication and membership services, CIEH. Tel: 020 7827 5873 or e-mail: m.dunmore@cieh.org