Cheshire media re-evaluated: engaging positively and building relationships with the media assists us in being far closer to our communities. A systematic approach and understanding of what we want to achieve in our dealings with the media gives us purpose and direction, argues Cheshire's Head of Communications

The potential through effective benchmarking and guiding of the messages is enormous. Whilst we accept these results are good and a considerable improvement over 1999, we know and will put steps in place which will show significant improvements.

METHODOLOGY AND SUMMARY

Media evaluation allows an organisation to put a value on coverage. Tile period for this survey was January to December 2003. It was within this period that the Fire Service experienced an industrial dispute that had a considerable impact on negative media generated. Full details of this are contained in this report.

Our first survey was conducted in 1999 when we generated a value of 650,220 [pounds sterling] based on 2,084 articles. This was based on the average cost of a full page advertising in Cheshire's newspapers being 2,400 [pounds sterling]. This survey included radio coverage.

Because of the cost of maintaining radio coverage, the Community Relations Department took the decision not to continue with this service. Therefore, radio coverage is not included in the 2003 survey.

The 2003 survey was calculated on a higher advertising value of 3,000 [pounds sterling] per page, following a survey of advertising costs in the editorial sections of the Cheshire Press. The value of media generated in that period was 1,365,359.38 [pounds sterling], based on 3,296 articles.

Cheshire Fire Service has continued to enjoy extensive TV coverage during this period, both on news and working with programmes such as Hollyoaks and Esther Rantzen. Putting a value on this coverage would be unrealistic, as it would be based on advertising cost at that particular time and subsequently, run into many millions of pounds. For that reason, this coverage has not been included.

The only other fire service to have conducted a media evaluation is London Fire and Civil Defence Authority in 1997. This survey showed that LFCDA generated 3,500 articles to a value of 2 million [pounds sterling]. This survey was conducted by a European evaluation consultancy commissioned by the Government's Central office of Information.

The Cheshire Fire Service survey has been conducted to exactly the same roles and criteria. Articles were split into the following three categories:

POSITIVE

Where the organization is reflected on favorable, eg. Fire Brigade speed to scene. Firefighters prevented damage. Fire Safety advice

NEUTRAL

Straight reporting, nothing to the detriment of the organisation.

NEGATIVE

Detrimental comment, Industrial Dispute, redesignations etc.

NB. The process of media evaluation allows both positive, neutral articles and broadcasts to receive a value, calculated us an Advertising Value Equivalent (AVE).

Examples of articles

An Advertising Value Equivalent (AVE) was calculated by contacting four separate newspapers published in Cheshire. An average was taken based on the cost to advertise in an editorial section of these newspapers which is as follows:

2000 Costs

Full Page        2,400 [pounds sterling]
Half Page        1,200 [pounds sterling]
Quarter Page       550 [pounds sterling]
Eight Page         270 [pounds sterling]
Sixteenth Page     135 [pounds sterling]

2003 Costs

Full Page        3,000 [pounds sterling]
Half Page        1,500 [pounds sterling]
Quarter Page       750 [pounds sterling]
Eight Page         325 [pounds sterling]
Sixteenth Page   1,625 [pounds sterling]

The AVEs are:

           2000   2003

Positive    57%    75%
Neutral     42%    19%
Negative     1%     6%

Note: Table made from pie graph.

Number of pages of editorial on Cheshire
fire services

      2000    2003

JAN    6.5    33.0
FEB   16.5    28.3
MAR   32.5    32.0
APR   16.75   17.0
MAY   14.75   34.4
JUN   25.5    52.9
JUL   26.5    34.6
AUG   41.25   37.6
SEP   23.5    52.2
OCT   16.5    39.1
NOV   29.5    40.6
DEC   22.0    25.2

Note: Table made from bar graph.

Total value comparison for 1999/2003 (shown in
000s [pounds sterling]

      2000   2003

JAN    11      79
FEB    39      80
MAR    76      81
APR    40      10
MAY    35      93
JUN    61     141
JUL    63     151
AUG    99      11
SEP    56     151
OCT    40      11
NOV    71     141
DEC    53      92

Note: Table made from bar graph.

Therefore, the total value of positive a neutral coverage generated in the Cheshire articles were broken down in subject matter shown over 12 months:

2000

Charity                             3%
Safety Messages & Community Work   24%
Fires                              30%
SSC                                22%
Arson                              10%
Others                             11%


2003

Arson                               16%
Fires                               16%
Dispute                             10%
SSC                                 15%
Safety Messaging & Community Work   27%
Others                              12%
IRMP/White Paper                     4%

Note: Table made from pie graph.

Articles included under 'Safety Messages and Community Work' are: Fire Safety, Charity, PFE, Beacon Council, General Safety Messages, Equality, Hoax Calls and False Alarms.

Whilst the largest number of articles are based on fires, SSCs and arson, the number of arson articles highlights the level of this problem. When compared against 2000 figures, arson has risen from 10-16 per cent.

MEDIA COVERAGE DURING THE FIRE DISPUTE

In the five months from October 2002 until February 2003, Cheshire Fire Service's media profile changed dramatically.

The first evaluation conducted in 1999 showed the service receiving 58 per cent positive news coverage. For the same period from October 2002 to February 2003, this dropped to 23 per cent. Startlingly, negative news coverage increased from one per cent to 63 per cent.

Also of great concern is the period October to February 2002/03 showed a doubling in the amount of pages generated, 2002/03 154.4, 1999 79.90.

In effect, the raw data painted a bad picture, the doubling of media coverage in that period along with the increase in negative media from one per cent to 63 per cent, did not reflect well on the Fire Service

It was decided for the 2003 survey to count the number of photographs generated to allow use to benchmark in future. It is an established fact that readers pay more attention to an article with a photograph.

Oct-Feb   2000   2003

Positive   58%    23%
Negative    1%    62%
Neutral    41%    15%

Note: Table made from pie graph.

CONCLUSION

Media coverage for Cheshire Fire Service has increased considerably from the period 1999 to 2003, from 2,034 articles valued at 650,220.00 [pounds sterling] (1999) to 3,296 articles valued at 1,363,359.38 [pounds sterling]. This represents a 51 per cent increase.

Given that the fire dispute occurred within this period, highlighting a highly significant rise in negative coverage, the final outcome is very good.

We need to benchmark the content, subject matter and influence more core messages to appear across all of the media, such as:

* Arson costs jobs, lives and businesses;

* Sprinklers save lives:

* Smoke alarms save lives: and

* Cheshire Fire Service developing young people etc.

In doing this we'll ensure some process and direction in dealing with media and very much in line with the CPA process.

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