Media Analysis: BBC health news sets the agenda

emphasis on breaking news and live events, wider page designs and more
ambitious use of pictures.

The health section of the site in particular has become increasingly
important for PROs conscious that it often leads the sector's news
agenda.

Mary Hicks, MD of healthcare comms shop Clew, advises that if a story
provides a significant benefit to patients it is most likely to achieve
coverage on the BBC's health news site. 'If the story concerns a genuine
medical innovation then it will stand out. A story with a political
angle such as something that reveals unfairness, inequality or patients
missing out - such as postcode prescribing - will grab their
attention.'

Find a hook

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: 'The
site 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.'

Appearing on the site can also prove a useful springboard to more
coverage, says Ash Healthcare director Carys Thomas Ampofo: 'If
something is on BBC Online it adds credibility and can lead to other
enquiries.'

The story may go on to be picked up by the BBC's other media channels.
'The BBC is becoming more and more tri-media,' says BBC news health
editor Richard Warry. 'It is a big thrust of the BBC that its
journalists are not just skilled in one craft.'

Thomas Ampofo suggests speaking to the online journalist after the story
is sold in to see if it can be used in other parts of the BBC: 'This has
worked for us with 75 per cent of the stories we have had success with
online.'

Right first time

This is doubtless a big opportunity for PROs, but also means the first
pitch has to be well prepared as there will be less opportunity to
re-pitch a story if initial attempts do not generate interest.

Stories appearing on the site are also picked up by a broader base of
media, with freelance journalists trawling the health websites and using
news stories as hooks to sell in feature ideas to the nationals and
other media outlets.

News is not the only opportunity for PROs to target the health news
site. The website also includes a 'Features, Views, Analysis' section
that can turn stories that did not make the cut for news into longer
pieces.

Media Safari director Georgina Wright cites a recent example of coverage
achieved for her Siemens client. Pictures of a Peruvian mummy under
examination by a Siemens MRI scanner told a step-by-step story of how
technical innovations can assist with the development of procedures in
the clinical environment. 'Unusual images can be a passport to a
successful pitch,' she says.

QUICK FACTS

- Frequency - The website is updated throughout the day as stories
break. Three stories are uploaded on to the website at midnight and a
few more are added first thing in the morning

- Audience - The website attracts between 500,000 and 1.5 million
visitors each week day (BBC figures)

- Deadlines - The agenda for the website is set at lunchtime. PROs
should contact the editor before 12pm if they want coverage for the
following day

- Contacts - BBC Online news health editor - Richard Warry
Richard.warry@bbc.co.uk Senior reporter - Nick Triggle
Nick.triggle@bbc.co.uk

TWO MINUTES WITH THE EDITOR - RICHARD WARRY, editor, BBC news health

- How much interest do you receive from PROs?

We get a lot of our stories via emails these days. If we wanted to we
could run the site exclusively through press released material but we
also run off-diary stories. I receive roughly 130 emails a day
containing news stories.

- What is the best way to contact the site?

Email us the story. Keep it short, snappy and relevant. We work to
embargo most of the time and without that it minimises the chance of
use.

- What is your policy on receiving video content?

The BBC has a policy that we cannot use videos we have not produced.
There are occasional exceptions to that rule if, for example, we are
unable to get access to filming medical procedures.

- What kinds of stories are you interested in?

Health news has to be a genuine medical breakthrough. It can't just be
an alternative treatment for a particular illness. It needs to be of
positive significance for patients. Providing case studies will help.
They need to be strong and easy to understand.

- How likely is a health story to make it on to the BBC news home
page?

We usually have one story on the main page every day. The editors will
look at radio and TV coverage to see if it has been picked up elsewhere
and this will influence our decision.