December 2007
Making performance reports more useful for the media
New CCAF report proposes 18 specific measures
There are many ways in which the producers of public performance reports (PPRs) can improve their reports to make them more useful and attractive to journalists, states a new report just released by CCAF.
The study, Ideas for increasing media use of Public Performance Reports, identifies specific measures that producers of PPRs could institute to increase the use of their reports by the media.
Public performance reports are an important part of the accountability process. They are a key mechanism for a government to demonstrate to its citizens that it is performing effectively, and acting to improve its performance where necessary.
The new publication is a result of research carried out by CCAF’s “Improved Public Performance Reporting Program,” launched in 2006 to improve the quality and usage of public performance reporting. The aim of the program is not simply to promote the use of performance reports, but to realign performance reporting with the needs of report users — including the media.
Governments still rely largely on reporters to take PPRs and turn them into interesting stories that people will read, watch or listen to.
Ideas came primarily from reporters
For this project, CCAF interviewed six journalists and journalism educators in Ottawa, the national capital and home to two prominent journalism programs. The Foundation also consulted three public service communications professionals, at three levels of government, with extensive experience in media relations.
CCAF also received valuable advice from Christopher Waddell, associate director of Carleton University’s School of Journalism and Communication. Waddell is a former Parliamentary bureau chief for CBC National News and former national editor of the Globe and Mail. He is a member of CCAF’s Improved Public Performance Reporting Task Force.
CCAF asked interviewees to share their ideas for encouraging media to make greater use of PPRs. The results can be divided into two broad categories:
- Ideas to make PPRs more usable by reporters
- Ideas to help the media see the value of PPRs.
Ideas to make PPRs more usable by reporters
CCAF’s report contains 11 suggestions intended to help government organizations produce PPRs that are more likely to lead to media reports on government performance:
- Ensure PPRs are newsworthy
- Provide anecdotes
- Write about interesting things
- Provide relevant information
- Provide context
- Provide comparative information
- Appeal to reporters at the very beginning of the PPR
- Don’t turn off reporters at the very beginning of the PPR
- Make performance information easily accessible
- Provide good visuals
- List media contacts.
Ideas for helping the media see the value of PPRs
The report also contains 7 ideas intended to help reporting organizations reach out to the media and both encourage and support them in reporting on PPRs.
- Talk to reporters about performance reports
- Involve the organization’s media relations experts at an early stage
- Tell assignment editors when performance reports will be released
- Provide media briefings
- Offer live online expert access sessions
- Help reporters find stories in a performance report
- Talk to journalism instructors about PPRs
The report describes each of these 18 ideas.
Good practices report provides additional ideas
Another CCAF project is looking at good practices in public performance reporting. The report from that project, What can we learn from effective public performance reporting? Good practices for central agencies, legislators, auditors, and report producers, brings together good practices from eight jurisdictions in Canada and abroad. Many of the practices, if implemented, would help encourage all users, including media, to make greater use of PPRs. That report will be released in November 2007 and will be available on our website.
CCAF’s Improved Public Performance Reporting Program receives generous financial support from the Alfred P. Sloan Foundation, a philanthropic non-profit institution based in New York City.