APGaylard has won a complaint against the online BBC news service. Go and have a read, but this is the story that started his complaint:
In August, the BBC ran a story claiming that research had determined that some places in Britain were happier than others. You can see the nature of the claims in the TV news report, Britains happiest places mapped. There was a big problem with this though: the research found no significant differences between places. The only differences were accounted for by the socio-economic status of the people.
Churnalism, which consists of rewriting press releases rather than news reporting, is common at the BBC online news pages. In fact, it is weakness that is being exploited to good effect. Mary Hicks, MD of healthcare comms shop Clew, outlines how her agency sold a story to the BBC.
She cites an example of a story that her agency successfully pitched to the site. One of the team working on GlaxoSmithKline’s Cervarix drug (a cervical cancer vaccine) spotted figures from the NHS Cancer Screening Programme showing that the numbers of women coming forward for cervical cancer screening had been falling.
This fact had been overlooked by the media so the agency used it as a news hook. The agency gathered quotes for the BBC from key spokespeople including the screening programme, gynaecologists and cervical cancer charity Jo’s Trust.
Providing spokespeople is key, says CCD Healthcare MD Justin Clark. Working in the client as part of the story using a heavyweight topic in the press, such as obesity, can create an opportunity for coverage: ‘Thesite doesn’t necessarily create an impact on sales but it does have an impact on reputation management. Clients rate the site highly because of the perceived independence of the BBC. It’s a fabulous endorsement for a client because it is seen as the truth if it appears in an article.’
It is disgraceful that the BBC are allowing themselves, and their readers, to be exploited in this way.
