The term originates from Kelvin MacKenzie's time at the The Sun. His preferred description of the role of journalists when it came to public figures was to "stick a ferret up their trousers". This meant making their lives uncomfortable, and was based on the northern sport of ferret-legging. However, when it became clear that the tide of public opinion had turned against the paper's line, MacKenzie would burst from his office shouting "Reverse Ferret!" 
- (Britain media) A sudden volte-face in an organisation's editorial line on a certain issue, especially one without acknowledgment of the previous position.
- White, Roland (6 July 2008), “Tabloid week: the reverse ferret”, in The Sunday Times
- ^ Neil Chenoweth - Rupert Murdoch: The Untold Story of the World's Greatest Media Wizard - ISBN 978-0609610381 - excerpt: http://www.randomhouse.ca/catalog/display.pperl?isbn=9781400046881&view=excerpt
- ^ MacKenzie performs a BBC reverse ferret - http://www.broadcastnow.co.uk/news/multi-platform/news/mackenzie-performs-a-bbc-reverse-ferret/155916.article