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Transcript of DoH Oct09 WMids SHA
NHS West Midlands
• Media coverage, October 2009
Date: 24th November 2009
Prepared for: Helen Jackson, Steve ConeysClient Service Team: Richard Ingles, Diana Shepherd, Morgan Mahoney and Sophie Hill
2
Contents
• Introduction 3
• Executive Summary 4
• Topline Information 5
• Detailed Analysis 11
• Media and Journalists 18
• Appendix: Methodology 22
3
Introduction
• This analysis is based on 1,840 articles, which were supplied to Precis via Durrants and the West Midlands SHA. Some of the charts focus only on the regional media, comprising of 1,664 articles.
• The analysis was based on a framework of codes which was set up with input from the initial COI brief and further discussion with the Department of Health.
• A four-point favourability scale was used, ranging from Very Positive to Very Negative.
• Coverage was analysed according to Precis’ Media Influence Index, which assigns an impact score of between one and 100 to each item, based on various factors such as audience, size and prominence. A detailed explanation is included in the Appendix (page 23).
4
Executive SummaryTopline information
• Article count in October decreased, falling from 1,890 to 1,840 articles. The total reach declined from 54.5m to 37.7m. The level of positive and very positive impact rose to 75.9% after a month at 63.8%. Only two articles contained very negative comments, which was in connection with Stafford General.
• South Staffordshire continued to lead within PCT coverage, and its proportion of criticism was down on last month (38% compared to 53% in September). Positive news included the announcement of extended visiting hours at Staffordshire General Hospital, which have been “welcomed by campaigners who want to see greater access for relatives outside of normal visiting hours” (Express & Star – various editions).
• Dudley was again prominent this month and discussion was more positive than negative. A series of free workshops for parents of children with learning difficulties in Dudley and a new therapy service to help patients suffering from Borderline Personality Disorder helped to boost upbeat comment (Kidderminster Express & Star). Detailed analysis: issues
• Corporate issues remained ahead in October, despite a further decrease in article count (979 this month down from 1,017 in September and 1,055 in August). There was less Service coverage compared with Corporate, and similarly volumes were down month-on-month (797 this month and 861 in September).
• The leading topic for Service delivery was Facilities, buildings, which was predominantly favourable in tone, fuelled by news that “a unique child-friendly area has been unveiled at Nuneaton’s George Eliot Hospital” (Heartland Evening News - Nuneaton).
• Strategy/planning led within Corporate coverage, and plans for an £11 million health centre, “which promises to transform NHS care” (The Sentinel – Stoke-on-Trent) contributed to favourable commentary.Messages
• Caring organisation was the most prominent message, and there were positive message mentions in 67% of the coverage. Stories contributing to Caring Organisation included promising actual incident figures at Shrewsbury and Telford Hospital: “Numbers are believed to be low and 80.4% of those which occurred resulted in no harm, a far better percentage than the national average for all acute hospitals” (Shropshire Star – Last Edition).
Commentators• Providers continued to dominate within internal comment in
October, and experienced a significant increase in their share of voice (67.9% up from 53.8% in September). Political figures dominated amongst external stakeholders and negative impact outweighed positive. Dudley North MP Ian Austin spoke out about substandard cleanliness at the Dudley Group of Hospitals: “It’s really important that issues like these are dealt with so that every patient gets the very best treatment available” (Kidderminster Express & Star).
Media• The Express & Star series was again the key media, and the
First edition had the highest volume with 107 articles. The Shrophire Star (Last Edition) published the greatest amount of criticism, with 34 of its 74 items containing negative commentary.
• Alison Dayani was the leading journalist in October, writing in the Birmingham Mail, Birmingham Post, Birmingham Sunday Mercury and Black Country Mail.
5
Topline information
6
-500
0
500
1000
1500
2000
Favou
rab
ility
In
dex
(173
) Wol
verh
ampt
on
(149
) War
wicks
hire
(170
) Wal
sall Te
achi
ng
(310
) Sou
th S
taffor
dshi
re
(96)
Hea
rt of
Birm
ingh
am
(95)
Sou
th B
irmin
gham
(132
) Wor
cest
ersh
ire
(73)
Sto
ke o
n Tren
t
(58)
San
dwel
l
(40)
Cov
entry
Teac
hing
(175
) Dud
ley
(44)
Nor
th S
taffor
dshi
re
(56)
Birm
ingh
am E
ast &
Nor
th
(30)
Her
efor
dshi
re
(52)
Shr
opsh
ire C
ount
y
(19)
Sol
ihul
l
(62)
Telfo
rd &
Wre
kin
Favourability of each PCT - West MidlandsOctober 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
-500
0
500
1000
1500
2000
2500
Favou
rab
ility
In
dex
(186
) Wol
verh
ampt
on
(162
) War
wicks
hire
(125
) Sou
th B
irmin
gham
(64)
Cov
entry
Teac
hing
(174
) Wal
sall Te
achi
ng
(102
) Hea
rt of
Birm
ingh
am
(78)
Sto
ke o
n Tren
t
(337
) Sou
th S
taffor
dshi
re
(69)
Birm
ingh
am E
ast &
Nor
th
(59)
San
dwel
l
(151
) Wor
cest
ersh
ire
(177
) Dud
ley
(44)
Nor
th S
taffor
dshi
re
(36)
Her
efor
dshi
re
(55)
Shr
opsh
ire C
ount
y
(20)
Sol
ihul
l
(70)
Telfo
rd &
Wre
kin
Favourability of each PCT - West MidlandsOctober 2009, all media
(x) Number of articles
Source: Millward Brown Precis
Key performance indicators
The favourability index shows the balance of positive and negative impact. A figure above the zero line means positive impact outweighs negative, while a figure below the zero line means there is more negative than positive impact.
All coverage Regional media only
Number of articles 1,840 1,664
Total reach (gross, includes national & regional media)
37.7m
National 28.4m
Regional 4.3m
Percentage by tone
Very positive 0.3% 0.3%
Positive 73.3% 75.6%
Negative 26.0% 24.0%
Very negative 0.4% 0.1%
% with message (positive) 67%
Leading issue Strategy, planning
Leading publication by volume Express & Star - First
October 2009
7
What was the profile of NHS West Midlands?
The NHS in the West Midlands was mentioned in 1,664 regional media items in October (down from 1,723 in September). The level of positive and very positive impact rose to 75.9% after a month at 63.8%.
Impact levels within regional media remained stable month-on-month. Very negative and negative coverage in all media decreased to their lowest levels since February.
(2) Very Negative 0.1%
(7) Very Positive 0.3%
(360) Negative 24%
(1295) Positive 75.6%
Tone of all coverage, NHS West MidlandsOctober 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
-10000
-8000
-6000
-4000
-2000
0
2000
4000
6000
Media
Influence
Index
(893
) Aug
08
(131
3) S
ep 0
8
(150
1) O
ct 0
8
(137
3) N
ov 0
8
(142
7) D
ec 0
8
(145
0) Ja
n 09
(142
3) Feb
09
(230
2) M
ar 0
9
(213
0) A
pr 0
9
(196
4) M
ay 0
9
(188
9) Ju
n 09
(212
1) Ju
l 09
(176
1) A
ug 0
9
(187
3) S
ep 0
9
(181
7) O
ct 0
9
Very Negative Negative Positive Very Positive
Impact and tone of NHS West Midlands - monthly trendAugust 2008 - October 2009, all media
(x) Number of articles
Source: Millward Brown Precis
-4000
-2000
0
2000
4000
Med
ia In
flu
en
ce In
dex
(839
) Aug
08
(125
0) S
ep 0
8
(138
1) O
ct 0
8
(124
0) N
ov 0
8
(128
7) D
ec 0
8
(133
3) Ja
n 09
(131
7) Feb
09
(190
8) M
ar 0
9
(187
5) A
pr 0
9
(179
0) M
ay 0
9
(173
9) Ju
n 09
(194
9) Ju
l 09
(159
1) A
ug 0
9
(168
8) S
ep 0
9
(165
5) O
ct 0
9
Very Negative Negative Positive Very Positive
Impact and tone of NHS West Midlands - monthly trend
August 2008 - October 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
8
-400
-200
0
200
400
600
Media
Influence
Index
(26)
NHS/
SHA W
est M
idla
nds
(310
) Sou
th S
taffor
dshi
re
(175
) Dud
ley
(149
) War
wicks
hire
(173
) Wol
verh
ampt
on
(170
) Wal
sall Te
achi
ng
(132
) Wor
cest
ersh
ire
(95)
Sou
th B
irmin
gham
(73)
Sto
ke o
n Tren
t
(96)
Hea
rt of
Birm
ingh
am
(56)
Birm
ingh
am E
ast &
Nor
th
(62)
Telfo
rd &
Wre
kin
(52)
Shr
opsh
ire C
ount
y
(40)
Cov
entry
Teac
hing
(58)
San
dwel
l
(44)
Nor
th S
taffor
dshi
re
(30)
Her
efor
dshi
re
(19)
Sol
ihul
l
Very Negative Negative Positive Very Positive
Impact and tone of PCTs within NHS West MidlandsOctober 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
How did the various PCTs and Trusts perform in the media?
South Staffordshire headed PCT coverage and commentary included a wide range of stories. News of extended visiting hours at Staffordshire General Hospital, and particularly initiations for relatives to visit patients during mealtimes, have been “welcomed by campaigners who want to see greater access for relatives outside of normal visiting hours” (Express & Star – various editions). Meanwhile, the release of Peter Garland’s “secret report” into the conduct of Martin Yeates under the Freedom of Information Act fuelled criticism for the PCT as talk of the scandals resurfaced (Express & Star – various editions).
Dudley was also prominent this month and discussion was more positive than negative. A series of free workshops for parents of children with learning difficulties in Dudley and a new therapy service to help patients suffering from Borderline Personality Disorder helped to boost upbeat comment (Kidderminster Express & Star). However, poor ratings from the Quality Care Commission on a number of different areas increased negative reporting for the PCT (Halesowen Chronicle, among others).
9
-400
-200
0
200
400
Med
ia In
flu
en
ce In
dex
(154
) Mid
Sta
ffords
hire
Gen
eral
(77)
Shr
ewsb
ury & Te
lford
(52)
Uni
vers
ity H
ospi
tal N
orth
Sta
ffords
hire
(45)
Bur
ton
(8) R
ober
t Jon
es &
Agn
es H
unt O
rthop
aedi
c
(11)
Nor
th S
taffor
dshi
re C
ombi
ned
Health
care
(2) W
hitc
hurc
h
Very Negative Negative Positive Very Positive
Impact and tone of organisations in Staffordshire, Shropshire
October 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
How did the various organisations perform in the media?
•“A cookery demonstration for women undergoing breast cancer treatment is part of Breast Cancer Awareness Month. Ladan Hajihassani, Worcestershire Royal Hospital’s dietician, will also be present to answer specific questions on nutrition” (Worcester News).
•“University Hospital Coventry and Warwickshire NHS Trust … received good ratings for both quality of services and quality of financial managing [from the Care Quality Commission]” (Coventry Observer).
•“Poorly people can simply walk into a flagship GP health centre to see a doctor even if they are registered to another surgery. That is one of the benefits of the brand new Camp Hill Healthcare Centre in Nuneaton” (Heartland Evening News - Nuneaton).
•“Results of a national survey of people’s experiences revealed that patients across South Staffordshire and Shropshire were generally satisfied with the South Staffordshire and Shropshire Healthcare NHS Foundation Trust” (Uttoxeter Advertiser).
•“A secret report obtained by the Express & Star … sheds new light on the scandal at Stafford Hospital and the role of former hospital boss Martin Yeates” (Express & Star – print and online).
•“The University Hospital of North Staffordshire £40 million maternity complex was singled out for praise at the Labour Party conference in Brighton. Speaking in front of Prime Minister Gordon Brown, Stoke-on-Trent city councillor Mark Davis described the maternity centre as ‘magnificent’” (Leek & Post Times).
-100
-50
0
50
100
150
200
Media
Infl
uence
In
dex
(66)
Wor
cester
shire
Acu
te
(56)
Univ
ersity
Hos
pita
ls C
ovent
ry &
Warw
icks
hire
(34)
Geo
rge
Elio
t Nune
aton
(22)
Sou
th W
arwicks
hire
Gen
eral
(22)
Cov
entry
& W
arwicks
hire
Par
tner
ship
(15)
Wor
cester
shire
Men
tal H
ealth
Partn
ersh
ip
(12)
Her
efor
d
(3) E
vesh
am C
omm
unity
(1) P
ersh
ore
Very Negative Negative Positive Very Positive
Impact and tone of organisations in Hereford & Worcester, Warwickshire
October 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
10
-400
-200
0
200
400
Me
dia
In
flu
en
ce In
de
x
(149
) Dud
ley
Group
(94)
Roy
al W
olve
rham
pton
(79)
Teac
hing
Walsa
ll
(93)
San
dwell &
Wes
t Birm
ingh
am
(53)
Eas
t & N
orth
Hea
rt of
Eng
land
(40)
Birm
ingh
am's
Child
ren'
s Hos
pita
l
(46)
Uni
vers
ity H
ospi
tal B
irmin
gham
(30)
Sou
th S
taffor
dshi
re &
Shr
opsh
ire H
ealth
care
(12)
The
Roy
al O
rthop
aedi
c
(15)
San
dwell M
enta
l Hea
lth
(12)
Uni
vers
ity H
ospi
tal N
orth
Sta
ffords
hire
(8) B
irmin
gham
& S
olih
ull M
enta
l Hea
lth
(7) H
eart o
f Eng
land
(3) B
irmin
gham
Wom
en's
Health
care
(3) M
oseley
Hall
(2) P
enn
Very Negative Negative Positive Very Positive
Impact and tone of organisations in BirminghamOctober 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
How did the various organisations perform in the media?
•“Kindhearted staff from The Dudley Group of Hospitals have been rewarded for going the extra mile and making a real difference to patient care. More than 210 workers from the Trust attended the celebratory Committed to Excellence event at The Copthorne Hotel, which was hosted by comedian and practicing GP Dr Phil Hammond” (Dudley News).
•“The Dudley Group of Hospitals NHS FT was deemed to be among the worst in the country. It was rated weak for its overall quality of services to patients after failing to meet targets for waiting times by NHS regulator the Care Quality Commission” (Express & Star – various editions).
•“The Royal Wolverhampton Hospitals Trust deserves credit for maintaining its excellent rating, as does Sandwell and West Birmingham, which is described as good [by the Care Quality Commission]” (Express & Star – various editions).
11
Detailed analysis
12
What did the coverage focus on?
Corporate issues dominated again in October, despite a further decrease in article count (979 this month down from 1,017 in September and 1,055 in August). There was less Service coverage compared with Corporate, and similarly volumes were down month-on-month (797 this month and 861 in September).
Coverage of Corporate issues was largely favourable, as 66.8% of impact was positive or very positive, and for Service delivery this was 62.4%.
More detail on Service and Corporate topics is available on the next two pages.
-1500 -1000 -500 0 500 1000 1500 2000 2500
Media Influence Index
(797) Service delivery/patient experience
(979) Corporate issues
Very Negative Negative Positive Very Positive
Types of issue within coverage for NHS West Midlands
October 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
13
-400 -200 0 200 400 600 800
Media Influence Index
(7) GP access
(9) Inpatient treatment(8) Access to dentists
(10) Ward closures(17) Availability of drugs
(14) Out of hours care(21) Technology
(31) Food/catering(20) Patient-centred care
(28) Security(20) Location of facilities (how far away from home)
(34) Mental health(23) Paramedics
(35) Maternity services/nenonatal care/midwives(60) Safety
(47) Emergency care(43) Waiting times
(65) Infection, eg MRSA, C. difficile, Norovirus(176) Standard of care
(400) Facilities/buildings
Very Negative Negative Positive Very Positive
Service delivery for NHS West MidlandsOctober 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
What did the articles talk about?
“There were 129 on-the-day operation cancellations in the first quarter of 2009-2010 at the Mid Staffordshire NHS Foundation Trust - more than double those for the same period in 2005-2006” (Staffordshire Newsletter - Stafford).
“A unique child-friendly area has been unveiled at Nuneaton’s George Eliot Hospital. TV’s John Craven did the honours yesterday, cutting the ribbon on the facility which will ensure young patients are separated from their adult counterparts” (Heartland Evening News - Nuneaton).
“Gordon Brown and David Cameron united to praise the care provided to British troops at Selly Oak Hospital in Birmingham … [Gordon Brown] praised the remarkable treatment at Selly Oak … and at Headley Court in Surrey, which provides rehabilitative care, such as physiotherapy” (Birmingham Mail).
14
-400 -200 0 200 400 600 800
Media Influence Index
(19) Government targets
(21) Super surgeries/GP led health centres(27) Carparking
(40) Public meeting(31) Awards(37) Staffing
(26) Mass immunisations(47) Staff discipline, drug abuse, alcohol etc
(37) CSR (corporate social responsibility)(32) Foundation status
(50) Swine flu(45) Appointments/departures(55) Fundraising/sponsorship
(42) Salaries/pay(68) Management
(89) Cleaning/hygiene/infection control(107) Investment, expenditure
(114) Performance statistics(210) Budgets/funding
(393) Strategy, planning
Very Negative Negative Positive Very Positive
Corporate issues for NHS West MidlandsOctober 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
What did the articles talk about?
“More than 300 people packed a meeting to voice their anger at moves which could lead to a downgrading of Telford’s Princess Royal Hospital with key services moved to Shrewsbury” (Shropshire Star – Last Edition).
“Warwick Hospital chiefs say they are well on course to clear their once crippling debts” (Leamington Spa Observer).
“Plans for an £11 million health centre which promises to transform NHS care in a community have been unveiled … If approved, the centre will bring seven GP practices together and a range of health services, including physiotherapy and district nursing” (The Sentinel – Stoke-on-Trent).
15
-2000 -1000 0 1000 2000 3000 4000
Media Influence Index
(15) Innovative/pioneering
(26) Upgrading equipment and facilities
(38) Good employer
(28) Leading in quality of care
(113) Swine flu
(277) Committed/dedicated staff
(500) Serving the community
(1437) Caring organisation
Very Negative Negative Positive Very Positive
Messages for NHS West MidlandsOctober 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
Which messages came through for NHS West Midlands?
“Sick youngsters could be sent from Birmingham to Leicester for treatment because the city’s Children’s Hospital is struggling to cope with a lack of beds” (Birmingham Mail).
“Although actual incident figures were not available from the Shrewsbury and Telford Hospital Trust … numbers are believed to be low and 80.4% of those which occurred resulted in no harm, a far better percentage than the national average for all acute hospitals” (Shropshire Star – Last Edition).
“Twenty nursing officials at the University Hospital of North Staffordshire wore purple uniforms … so they could stand out to patients. They will repeat the colourful spectacle every Friday as part of an initiative for the bosses to keep an eye on things at ward level … the distinctive uniforms were added yesterday so patients can easily pick them out if they need to raise any grievances” (The Sentinel – Stoke-on-Trent).
16
How influential were the SHA’s representatives?
Providers remained prominent within internal comment in October, and experienced a significant increase in their share of voice (67.9% up from 53.8% in September). PCTs saw a considerable drop in their share, falling from 41.9% to 24.8%. The leading group continued to be Managers, as those from Trusts/Hospitals had 56.5% of impact while the PCTs had 24.2%.
Political figures dominated amongst external stakeholders, as Patients, members of public rose from third to second place.
(16) Charity, voluntary, patient groups 3.2%
(29) Regulators 5.8%
(27) Health professionals (organisations, non NHS) 6.6%
(25) Unions 6.7%(84) Other 21%
(85) Patients, members of public 24.6%
(139) Political 32.1%
Share of stakeholder comment, NHS West MidlandsOctober 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
(2) Department of Health 0.3%
(2) GPs 0.6%
(38) SHA 6.3%
(217) PCT 24.8%
(500) Providers 67.9%
Share of internal comment, NHS West MidlandsOctober 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
(1) Local hospitals Managerial 0.2%
(35) PCT Clinical 3.9%
(96) NHS Trust/hospital Clinical 15.3%
(187) PCT Managerial 24.2%
(408) NHS Trust/hospital Managerial 56.5%
Share of Clinical and Managerial comment, NHS West Mids
October 2009
(x) Number of articles
Source: Millward Brown Precis
17
0102030405060708090
100
% M
edia
Influence
Index
INTE
RNAL COM
MEN
TATO
RS
(500
) Pro
vide
rs
(217
) PCT
(38)
SHA
(2) G
Ps
(2) D
epar
tmen
t of H
ealth
EXTE
RNAL COM
MEN
TATO
RS
(139
) Politi
cal
(85)
Pat
ient
s, m
embe
rs o
f pub
lic
(84)
Oth
er
(25)
Uni
ons
(27)
Hea
lth p
rofe
ssiona
ls (o
rgan
isatio
ns, n
on N
HS)
(29)
Reg
ulat
ors
(16)
Cha
rity,
volun
tary
, pat
ient
gro
ups
Very Negative Negative Positive Very Positive
Tone of internal & stakeholder comment, NHS West Midlands
October 2009, regional media
(x) Number of articles
Source: Millward Brown Precis
And which were the most favourable?
Positive comment from Providers included Dr Sam Ramaiah, Director of Public Health for NHS Walsall who praised the acknowledgement of progress made by NHS staff working on the Fun4Life initiative: “Childhood obesity is a major public health problem with one-in-four children being obese or overweight. Fun4Life is a proven programme to tackle obesity and I am delighted colleagues from Walsall have won the award” (Express & Star - Sandwell). Elsewhere, boosting positive impact for PCTs, Laurence Tressier, NHS Coventry’s Deputy Head of medicines management, commented on the success of the Got a Cough campaign: “We’re delighted all 84 pharmacies in the city took part in this campaign, resulting in many patients getting earlier diagnosis and treatment” (Coventry Observer).Commentary from Political figures was more negative than positive. Dudley North MP Ian Austin approached the Chief Executive of the Dudley Group of Hospitals following official reports of sub-standard clenliness. He explained: “It’s really important that issues like these are dealt with so that every patient gets the very best treatment available and we have to take it very seriously when standards slip” (Kidderminster Express & Star).
18
Media and journalists
19
-40 -20 0 20 40 60 80 100 120
Article Count
(35) BBC News Online
NATIONALS
(20) Heartland Evening News (Nuneaton)(21) Leek Post & Times
(19) Staffordshire Newsletter (Stafford)(37) Nuneaton Telegraph
(35) Birmingham Post(49) Burton Mail
(59) Coventry Telegraph(55) Worcester News
(68) Birmingham Mail(74) Shropshire Star (Last edition)
(76) Express & Star (Wolverhampton)(81) Stafford Express & Star
(82) Kidderminster Express & Star(78) Dudley Edition Express & Star(88) The Sentinel (Stoke-on-Trent)
(88) Express & Star (Sandwell)(93) Express & Star (Walsall)
(97) Express & Star (Cannock)(104) Express & Star (First)
REGIONALS
Very Negative Negative Positive Very Positive
Article count and tone of publications for NHS West Midlands
October 2009
(x) Number of articles
Top 20 by impact
Source: Millward Brown Precis
Which media gave the most attention to NHS West Midlands?
“There are more than 60 vacancies for cleaners at Dudley’s Russells Hall Hospital, union officials have claimed. They called for the positions to be filled as a matter of urgency in the wake of a report which condemned hygiene standards”.
“A walk-in health clinic is to open in Hereford in December to serve patients seven days a week, with the opening hours aimed at workers”.
“Toddlers have enjoyed a special visit from paramedics as part of a lesson on who takes care of them in times of need. Representatives from West Midlands Ambulance Service went to see youngsters and their parents at the Little Monkeys parents and toddlers group .... Children got to wear mock bandages, sit in an ambulance, and learn about flashing lights and sirens”.
20
-150 -100 -50 0 50 100 150 200
Media Influence Index
(9) Hannah Webster (various-7)
(1) Simon Hardy (Shropshire Star (Last edition))(8) Adrian Jenkins (various-2)
(8) Lisa Buckley (various-2)(2) Lisa Rowley (Shropshire Star (Last edition))
(2) Jeanette Oldham (Birmingham Sunday Mercury)(14) Richard Williams (various-6)
(15) Nick Pritchard (various-8)(10) Victoria Nash (various-7)(11) Shaun Lintern (various-6)
(16) Rita Maman (various-8)(15) Sally Walmsley (various-6)
(26) John Corser (various-8)(20) James Connell (various-2)
(13) Dave Morris (Shropshire Star (Last edition))(15) Dave Blackhurst (The Sentinel (Stoke-on-Trent))
(21) Helen Cartwright (various-8)(41) Warren Manger (various-2)(25) Heather Large (various-7)(44) Alison Dayani (various-4)
Very Negative Negative Positive Very Positive
Impact and tone of named journalists, NHS West Midlands
October 2009, regional media
(x) Number of articles
Top 20 by impact
Source: Millward Brown Precis
And which journalists should the organisation be talking to?
“Pupils from a Birmingham school are … picking acorns from hospital grounds and germinating their own trees … at the Royal Orthopaedic Hospital, in Northfield, to the delight of doctors and nurses” (Birmingham Mail).
“NHS managers planning to downgrade maternity services in Solihull have been told they must rethink after failing to factor in the borough’s population growth in coming years” (Birmingham Post).
“The Dudley Group of Hospitals NHS FT was deemed to be among the worst in the country. It was rated weak for its overall quality of services to patients after failing to meet targets for waiting times by NHS regulator the Care Quality Commission” (Express & Star – various editions).
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0 50 100 150 200 250 300 350
Media Influence Index
Lisa Rowley (Shropshire Star (Last edition))
Simon Hardy (Shropshire Star (Last edition))Claire Harrison (Heartland Evening News (Nuneaton))
Laura Cook (various-5)Lisa Buckley (various-2)
Rachel Hickman (various-2)Jeanette Oldham (Birmingham Sunday Mercury)
Heather Large (various-5)Dave Morris (Shropshire Star (Last edition))
Hannah Webster (various-7)Mervyn Edwards (The Sentinel (Stoke-on-Trent))
Richard Williams (various-6)Victoria Nash (various-7)
Helen Cartwright (various-8)Dave Blackhurst (The Sentinel (Stoke-on-Trent))
James Connell (various-2)Rita Maman (various-8)John Corser (various-8)
Alison Dayani (various-3)Warren Manger (various-2)
Caring organisationServing the communityCommitted/dedicated staffSwine flu
Upgrading equipment and facilitiesLeading in quality of careInnovative/pioneeringGood employer
Named journalists - positive messages, NHS West Midlands
October 2009, regional media
Top 20 by impact
Source: Millward Brown Precis
How did individual journalists describe the NHS West Midlands?
“South Warwickshire General Hospitals looks set to become the first NHS trust in Coventry and Warwickshire to win the coveted FT status. This will give the trust … more control to tailor its services to local patients’ needs and a board of elected governors who will hold hospital chiefs to account” (Coventry Telegraph).
“A new £1.8 million mobile intensive care service to move desperately-ill children if a critical care bed is not available has been launched … to help save more young lives … It has been made possible by £1.8 million funding from PCTs across the West Midlands” (Birmingham Mail).
“Eye treatment in Birmingham has picked up a national excellence award for exceptional care of patients with a devastating illness that causes blindness” (Birmingham Mail).
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Appendix
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• The system used for this analysis uses a composite impact measure, termed the "Media Influence Index". A description of this measure is provided below.
THE MEDIA INFLUENCE INDEX
• Precis is a computerised method of evaluating the impact of coverage of selected material on a given target audience. This material may relate to competitors, competitors' products, key messages, market issues or any other topic of interest. The Media Influence Index is a sophisticated, comprehensive measure which encompasses all the factors which contribute to the likelihood of the target audience assimilating coverage analysed.
• Using information from articles fed into the system, it is possible to produce reports showing the physical impact of the material on the selected target. This is done by using an algorithm which produces an impact measure based on a variety of factors which have a role to play in determining impact. These are as follows:
• The circulation of each publication
• an article in a high-circulation title will have more impact than one in a smaller title
• Percentage of the page occupied by the article
• a large article will have more impact than a small article
• Percentage of the page occupied by a photograph
• an article with a photograph will have a higher impact score than one without
• The columnar spread of the article
• an article with a large headline will have a higher impact than one with a smaller headline
• The position of the article on the page
• an article in the upper-right of the page is more likely to be read than an article elsewhere
• The location of the page (front, back, etc.)
• a front or back-page article will have a higher impact than an article within a publication
• Each cutting is attributed an impact value of between 1 and 100, based on the above parameters, thereby providing a composite measure of impact. For each period, these individual impact scores are cumulated, thereby giving an effective measure of the overall amount of “noise” on the issues, products or companies analysed during the period. Week-by-week comparisons then permit trends to be identified.
THE FAVOURABILITY INDEX
• Data can also be displayed in a simpler way by netting out the amount of positive and negative impact achieved by each organisation which is being tracked. Positive impact is multiplied by 5 and negative by -5, then they are added together. If positive impact outweighs negative, the overall favourability index will be above zero, and if negative impact is dominant, the overall favourability index will be less than zero.
Methodology