National Association of Social Workers

Teamwork Promotes Positive Message

Social Workers Give Media Their Insights

Social workers are interviewed on issues ranging from divorce to disaster preparedness.

By Paul R. Pace, News Staff

Illustration: John Michael Yanson

Spreading the message of how social workers help others is an ongoing job for NASW chapters and the national office. When social workers make positive strides, it takes a concerted effort to bring those messages into the spotlight.

In contrast, when less-than-good news involving social work surfaces, it takes a team to make sure all sides of the story are brought to the public's attention, said Gail Woods Waller, chief communications officer at NASW.

Taking on these behind-the-scenes duties are the staff in NASW's Communication Department with the help of NASW's chapters, leaders and members.

Social workers, who make up the largest workforce of mental health treatment professionals in the U.S., may seem like an obvious choice for reporters seeking professional comment on issues ranging from how to deal with school bullies to the stress caused by a cancer diagnosis. However, it takes people like Theresa Spinner, senior Web communications associate at NASW, to bridge social work professionals with reporters, editors, radio and television producers seeking expert commentary on consumer issues.

Spinner uses online tools, such as the journalist query Web site ProfNet, to discover what reporters need in terms of expert contacts for their stories. She then makes "pitches" to reporters and editors about possible stories that involve the profession. When reporters or editors post messages on ProfNet seeking experts on topics that may involve social workers, Spinner steps in to help. She contacts not only the reporter but also an NASW member whose credentials and skills may be a perfect match.

"Our key is to get the reporter a response fast, usually within 15 minutes of posting a query," she said.

The effort is paying off. Spinner has directed NASW members, most of whom have published articles on www.HelpStartsHere.org, to reporters, resulting in more than 100 articles and broadcasts in recent months. One striking feature of this media success is that social workers were interviewed on a wide variety of issues such as divorce, eating disorders, autism, depression, PTSD and Iraq veterans, stress management, grief and loss, disaster preparedness and a host of other topics.

This is a key goal of NASW's National Social Work Public Education Campaign, which works to expand the public's perception of what social workers do beyond the view that they work only as child welfare advocates.

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From March 2008 NASW News. © 2008 National Association of Social Workers. All Rights Reserved. NASW News articles may be copied for personal use, but proper notice of copyright and credit to the NASW News must appear on all copies made. This permission does not apply to reproduction for advertising, promotion, resale, or other commercial purposes.