ABSTRACT
The national media had descended on the city and the council was at the centre of a storm over alleged racist comments by a head teacher in one of the city's schools. Local authorities in general have frequently proved ideal targets, sometimes rightly, for media criticism. Two different media training courses were held for social services staff. The first concerned newspapers, the second about television, where a professional company was invited to offer the course involving role-play techniques. The newspaper day started with very basic information about the differing professional cultures, structures and work schedules and deadlines in social services and the press. A major factor, indeed a precondition to make any public relations strategy work, is a director who is trusting, supportive, committed to the job and keen to be proactive in creating an improved image for social services. Journalists also have a healthy cynicism about local authorities and a fairly unhealthy scepticism about social work.
