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Research by members of the Department of Media and Communications on news and journalism in the digital age has been critical in three main areas of impact. Most importantly, it has been used to develop civil society engagement and high-level recommendations to media policy-makers and politicians, on media reform and the Leveson Inquiry. Secondly, this research has been used by the news industry itself in developing its practice for the digital age. Thirdly, recommendations made in the research on collaborative relationships between news organizations and civil society associations have been implemented across the country by the Media Trust.
UWE research insights into a sustainable future for local digital news and the democratic deficit of declining local news coverage focused on the need for Public Service Broadcasters (PSBs, here the BBC) to support the input of semi-professional and amateur news producers by creating partnerships and developing co-production and training models between BBC and community news media. These informed UWE leadership of the Bristol-BBC Anchor Local News and Journalism Group which tested out ways of creating change in Bristol's media ecology: brokering partnerships between the BBC and community media companies and networks; devising co-production practices between PSB/voluntary sector journalists as a way of opening up the news agenda to voices outside the mainstream; testing out practices for skills sharing and training. Through its influence on the design of the Newshare pilot, UWE research findings created benefits: for the BBC in meeting its Public Purpose remits; enhancing the sustainability and diversity of Bristol's media ecology by providing co-production and training initiatives and business intelligence; and for the public by strengthening relevance and diversity in local news content.
The Centre for Freedom of the Media (CFOM) at the University of Sheffield is among a core group of expert organisations helping to shape the work programmes of UN agencies, the Council of Europe and other IGOs, to put in place effective measures to safeguard free and independent media as well as journalists' physical safety against violence and judicial harassment and interference. CFOM research has played a prominent part in consultations leading to the adoption in 2012 of the UN Action Plan on the Safety of Journalists and the Issue of Impunity, the purpose of which is to ensure better protections for the investigative work of journalists worldwide. As a close partner of UNESCO in the implementation of the UN Action Plan (2013-14), CFOM participates actively in monitoring, evaluation and follow-ups, assists the UN and other authorities to uphold international law, and is pioneering work to promote curriculum development relating to these issues.
Bournemouth University (BU) research has been instrumental in an industry-wide shift in public relations (PR) evaluation practice. Accurate PR evaluation allows organisations to maximise use of resources and target efforts efficiently. The once widely-used Advertising Value Equivalence (AVE) — sometimes referred to as `equivalent' or `equivalency' — measures PR activity in terms of financial equivalence in advertising space. Watson's (BU 2007 to present) research has exposed AVE usage as methodologically faulty. It has been highly influential in a policy change by the UK's Chartered Institute of Public Relations (CIPR) in 2010 banning AVE data from its awards. This simultaneously set a standard for industry practice. Watson also shaped international PR sector policy through participation in the development of the `Barcelona Principles', advising against AVE in favour of objective-driven, evidence-based evaluation.
This case study focuses on impact by the Media Policy and Industries Group within the Communications and Media Research Institute (CAMRI), specifically the complementary expertise of Jean Seaton and Steven Barnett. It shows how research on policy and historical issues related to public service broadcasting and journalism in the UK has informed and influenced policy debate and practice in respect of Parliament, the Leveson Inquiry, Ofcom and the BBC. Specifically research-based expert advice has improved the quality of evidence on three House of Lords Select Committee Inquiries (Investigative Journalism; British Film and Television Industries; Ownership of News); evidence and policy-making at the BBC; public and stakeholder understanding of key issues addressed by the Leveson Inquiry; and policy-thinking at Ofcom on local media ownership rules.
Dr Sallyanne Duncan's research on journalists' reporting of the bereaved during 2010-12 prompted the National Union of Journalists (Scotland) to commission her to revise and enhance their existing media guidelines on the reporting of mental health and suicide, between June 2012 and March 2013. This was the catalyst for an event that Dr Duncan organised at the University of Strathclyde on May 2, 2013 titled `Reporting Mental Health and Suicide by the Media'. Impact can be traced in two distinct areas: improved NUJ guidelines, incorporating academic research relating to mental health, suicide and bereavement; and, sharing knowledge and best practice by bringing together mental health and suicide groups, journalists and the NUJ at the `Engage with Strathclyde' event.