The Department of Health (DOH) issued more than seven releases in
the anniversary week, and these messages were key. By making the
modernisation of the NHS the heart of the agenda, reproaches about poor
performance got pulled into the Government’s message of still targeting
equal service for all - it would have seemed sinister if there had not
been so much pride in NHS success.
The Mirror was strongest on Old Labour messages, but the Daily
Telegraph’s research showed the NHS to be more highly regarded and
popular than it was at its start. When the porters and nurses finish
partying at the Palace there will remain just one outstanding question:
will the Government give enough? Partnership and private finance were
not profiled by the DOH and were little discussed, but the Government
got rationing, in terms of looking at ’priorities’, onto the new agenda.
As a way of handling the party for a needy relative, this was masterly -
the birthday present remained under wraps.
Evaluation and analysis by CARMA International. Cuttings supplied by the
Broadcast Monitoring Company. ’What The Papers Say can be found at: