Child Welfare, the Media, and Capacity Building

Public child welfare systems and practices have been scrutinized, if not criticized, by the media. In response a “circle the wagons” orientation to the media may ensue. This article lays out more strategic ways in which media engagement with community initiatives may help to advance the public's understanding of child welfare and child safety. An array of suggestions is offered for ways to build an agenda with the media, suggesting the potential to foster common ground. Ultimately, schools of social work need to work with public child welfare agencies on media-related training and education on how to more systematically develop effective media outreach and proactive practices. Such new media work and practices could be distinctive features of 21st-century child welfare and social work in general.