2002 NLPES-Fall Training Conference Notes
The Competing Needs Of Media And Evaluators: Panel DiscussionThe discussion included questions that were e-mailed to the moderator
prior to the conference and questions from the audience. Some of the topics
discussed during the session included:
Credibility- Audit shops may try to form links with the media,
but the links must not promote advocacy or editorializing on the part of
the audit shop. If audit shops maintain their independence, they can maintain
their credibility. Though it is okay to issue a positive report, it will
weaken credibility if a positive spin is put on a negative finding.
Profit motive-When asked about the role of profit motive, the
print journalists agreed that profit may play a role at the higher levels
of the newspaper, but the reporter is interested in relaying the facts
and telling the story. Profit does play a role in whether a story makes
it to the front page or is buried on page 10.
Inaccuracies-If a media outlet relays a story incorrectly or
does not get the facts right, they must be corrected in order for journalism
to progress as a profession. With electronic archives, corrections are
placed at the top of the story, so inaccuracies are not perpetuated as
they can be with printed archives.
Frustrations-Panelists named not having an official spokesperson
for the audit shop as a frustration. Sabrina Hartley of Florida described
OPPAGA's policy. All analysts receive training in media relations and everyone
can act as a spokesperson. A second frustration was an inability to get
documentation in addition to what was in the report. Hartley said that
in Florida they might be able to provide some extra details after a report
is released, but Debbie Davenport, Arizona's Auditor General, explained
that in Arizona the agency is not allowed to release information in addition
to what is in the report.
 2002
Fall Training Conference Notes
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