How the BDA uses Evidence to Support its Media Relations
PEN and the UK Media
The British Dietetic Association (BDA) is up there with the big hitters in the media when it comes to food, nutrition and hydration commentary in the UK and international media. For example ,
their annual list of diets to avoid in the New Year, issued in November each year, is a much anticipated list and gains international interest and coverage.
Approaches from the media, as you can imagine, can vary greatly in what they want. From the high level political to the low level, quite frankly, crazy stories. One day the BDA press office is talking to the international media about the latest conclusion from Europe on aspartame (safe as it happens) then another, they are talking to the BBC about the Breatharian Diet (which involves giving up food and liquids in favour of getting ones nourishment from sunlight and meditation alone). While no two days are the same, each day has one simple common denominator: Evidence!
We may want to welcome some new research or we may simply want to dismiss what is supposedly silly, either way, the BDA’s position and commentary has to be based on evidence.
With food, nutrition and hydration having such a mammoth sphere of activity, it is often the case that the BDA press office is confronted by something they have never been asked about before. This truly is when the PEN® system often comes to the rescue.
When matching up a call from the media with one of the BDA media spokespeople, the BDA press office, more often than not, does a bit of research to, firstly, ascertain whether we have an existing position on the subject and, secondly, to furnish the spokesperson with as much evidence and background as possible to ensure they are speaking to the media from a position of knowledge and evidence.
One example where the PEN® system has been used was around some work the BDA press office undertook with a particular newspaper around certain ailments and the journalist was convinced that those suffering the effects of gout should consume cherries or cherry juice. Indeed, in the UK this belief is rather common place. However, there doesn’t seem to be any evidence that this is the case. There are some studies that seem to demonstrate some observational improvements, but no real studies as such.
This media relations function is something BDA have significantly invested in and it pays off and it shows! In the last 12-months, the BDA has commented in over 1,500 printed articles, in addition to the many online, radio and TV successes they have achieved. While food fads and trends come and go (and sometimes come back again), one thing remains constant: The need to cut though all that media nutrition ‘noise’ with safe, sane and sensible comments from the BDA!
The PEN® system, in the UK, is keeping dietitians ahead of the game by ensuring that public health messages being promoted in the media are literally world class. It helps to showcase that dietitians really are the gold standard when it comes to food, nutrition and hydration.
Bow down to PEN®!
Steven Jenkins, Head of External Affairs at the BDA