ABSTRACT
The British association of social workers (BASW) has clear public relations objectives. They are: providing membership and so sustaining the organization, publicizing policy initiatives that the Association wishes to pursue, responding effectively to external initiatives, promoting a positive image of social work in general and BASW in particular, and helping social workers to take pride in their profession. These objectives have to be pursued within the limited resources of the Association. A significant constraint on effective media response by the social work profession is the fragmented nature of the personal social services (PSS). BASW closely monitors media coverage of the social work profession and social issues. BASW has ensured that, during a decade of criticism of social work, especially in the popular media, there has been a consistent and confident voice representing social work and challenging the more extreme press ravings. Television and radio journalists seem more receptive to the positive presentation and serious discussion of social work.
