ABSTRACT
Social workers were presented as muddled do-gooders who didn't really understand what they were doing even though they were simply dealing with things that everyone knows are simple and common sense. The difference between social work and the health service is that potentially everyone needs the health service but it's the poor, the depressed, and the deprived and depraved who are the clients of social work. Often children take weeks making the decision to move from ChildLine to social services and then it's a very careful handover. The impact of media on social worker's lives and careers, and on Brent, would have simply continued in a downward spiral. The press officer's job is to make sure that media opportunities get correctly channelled, that we pick up the appropriate ones and that we achieve exposure in the right places - for two reasons.
