Public relations practitioners are often described as an organization’s voice, positioning messages in the media to ensure the organization is perceived as beneficial, relevant, and credible. According to Zoch and Molleda (2006), this role is defined as “media relations” and is a pivotal aspect of the public relations profession. Two theoretical frameworks, agenda setting and framing are at the core of effective media engagement. Agenda setting is the process determining which social issues dominate public discourse, and framing is the way each issue is presented to the public (Dearing & Rogers, 1996; Hallahan, 1999). First, public relations practitioners use agenda setting to garner media coverage for its organization and its stakeholders …show more content…
Second, framing theory is leveraged to influence the media’s portrayal of each topic(s) and bolster public perception about an organization’s relevance, credibility, and/or benefit (Hallahan, 1999). To further illustrate the inherent value of agenda setting and framing for public relations, this paper will discuss practical applications of these theories in successful media relations efforts.
According to Dearing and Rogers (1996) agenda-setting is driven by “issue proponents,” (e.g., public relations practitioners, media representatives) aiming to direct public attention to a social problem (e.g., climate change, gun control) (p. 2). To advance their intended agenda, public relations professionals must consider three key elements impacting issue selection: media influence, organizations/individuals with competing messages, and current events affecting public life (Zoch & Molleda, 2006). When incentivizing media coverage of an organization’s issue(s), research suggests practitioners should offer access to high profile
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According to Hallahan (1999), practitioners employ seven different framing models — action, issue, attribute, event, news, responsibility, and choice — to influence a targeted public reaction (e.g., complete an action, notice some attributes and ignore others). To frame an issue, Zoch and Molleda (2006) identify five steps public relations practitioners use to predetermine the media’s narrative. More specifically, when pitching an issue to media members, it is packaged to define a problem, establish its root cause, purport judgements about the situation driving the cause, and offer a solution (p. 282). If used effectively, issue framing is a powerful organizational asset that can strengthen consumer loyalty or even propel a tarnished brand to greater heights. For example, Waller and Conaway (2010) attribute Nike’s ability to overcome a high-profile smear campaign in the 1990s, and later outshine its top rivals, to effective framing tactics. More specifically, Nike responded to press linking its factories abroad to sweatshop conditions by introducing an alternative narrative about its international presence. The company crafted several information subsidies (e.g., online statements) resulting in widespread media coverage about its
The two key terms “agenda setting” and “gotcha” journalism are going to be used within this paper to show you how politicians and news organizations try to persuade the public. The “agenda setting” is a term that “involves using the news to influence what the public regards as important for them to think about in society and politics.” (Bennett, Lance pg. 23) This is a major tool for news organizations or politicians to seek a public relation toward a certain aspect that they’re addressing their agenda and framing it to formulate their partisan viewpoints. Now for “gotcha” jour...
In the book, Propaganda, author Edward L Bernays, who is nephew of Sigmund Freud, transcends the public relation industry. This short, 13-part instructional manual delves deep into the intricacies and usage of propaganda. Bernays claims that the public is in a constant state of manipulation. He argues that in order for a society to be highly functioning and stable, public opinion must be manipulated and swayed. While I find his claims disturbing, it was refreshing to read something so blunt. Bernays’ use of psychological techniques to work the mechanics of public opinion truly classifies him as the “father of public relations.”
The mainstream model of liberal journalism believes that it’s practices result in stories that are an accurate reflection of reality, journalist believe they simply hold a mirror up to society (Louw, 2010). In constructing a story, spin team must have an insight on how the society believe nowadays, and it’s not only to just follow that believe, but give society an option to consider another belief. Therefore the spin team need to understand their audience first, what is the best tool they can use as a strategy, how to talk with those audience, generate comprehensive media knowledge and the ability to spin current perspective. The public relations / spin industry is geared to planting stories in the media by using journalists to disseminate stories serving the spin doctors agenda (Louw, 2010). Nowadays, in developing a campaign, the role of spin team is very powerful. It’s not about how well the messages received to the public or remembered but becoming a share worthy and meaningful messages that shows empathy as well as emotionally attached with everyone. The Dove “real beauty” campaign shows a successful role of spin team, the...
We now live in a liberal democracy were public opinion influences political action. So as public opinion has sustained an influential presence within politics we have now seen the emergence of public relations within politics. According to Moloney public relations is “the discipline which looks after reputation, with the aim of earning the understanding, support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain good will and mutual understanding between organisations and its publics” (Moloney, 2:2006). In relation to politics public relations is about maintaining a positive relationship with the public. Public relations main concern in relation to politics would be the reputation and image...
The answer to those questions may be simpler than most would imagine. The first calculated step in any attempt at an organized persuasion campaign by the media is to designate a time slot. This time needs to be optimal and must reach the target audience at that right possible moment. After you’re certain an intellectual, or at the very least extremely receptive, audience will tune in, you introduce a compelling topic allowing for a bilateral discussion.The subject matter (let’s use healthcare reform for this example) is presented in an unfavorable fashion first, allowing for arguments that are opposed to it to seem stronger and more legitimate. The news organization opposed to an administration’s agenda explains to its viewers through surrogate editorialist, or pundits in today’s terminology, how healthcare reform is a gross over extension of the government’s responsibilities, how it will lead to death panels that will hurt your family and how extremely costly it will be in lives and fortune. Overly patriotic words like “freedom”and“liberty” are splashed across your television screen a...
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
Their reportage selection is politically important because they determine who and what will have a good opportunity to be the center for political debates and activity. News people with their stories compel political leaders to react to events and conditions on which their viewpoints and platforms would not have been transmitted otherwise. Without media attention, events that the media news offer and the society might have less impact on decision making—or none at all. Situations that might be accepted in unimportant events, they can become intolerable in the fierce of publicity. Consider the case of Senator Lott’s salute at Strom Thurmond’s birthday party. Without the public exposure of a particular private situation, Lott’s politi¬cal failure and its consequence would not have occurred. Politicians are heavily aware of the media’s agenda-setting power. That is why they strive immensely to organize and arrange events to give as much appropriate coverage as possible and to avoid detrimental publicity.
In modern society, public relations hold the power to influence individuals’ perspectives and opinions, through techniques of manipulation and spin. The origins of these strategies can be found in the 1928 text, Propaganda. Written by Edward Bernays, who is often referred to as the “father of spin”, the perspectives of individuals and influence in the book served as the foundation of the public relations industry. Propaganda downplays the role of human agency to craft public relations into an art of master manipulation, a perspective that is being continuously demonstrated in the modern public relations industry.
What is Public Relations (PR)? PR is difficult to define because it encompasses so many areas and today has developed into a multi-million dollar industry influencing all aspects of our lives (Adams et al, 1999). However, it is important to be able to compare and contrast the various definitions in order to have a complete understanding of what public relations is and how it is used. The public is a large population to consider, making it easier to understand why it is so difficult to define PR. Along with a large population come many perceptions, beliefs, ideas, and opinions, all influences on PR. I define public relations as the act/s used by individuals, corporations, and groups to influence ones opinions and/or decisions about a product, idea, person/s, company/s, etc. and the public. Robert L. Heath defines PR as functions of management/supervisors that foster an organization's ability to strategically listen to, appreciate, and respond to those persons who's mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values (Health, 2007)'.
Furthermore, a public relations career is much more closely grouped with media relations these days than journalism. In the book, Making it in Public Relations: An Insider’s Guide, it is said that Media relations is the most dominant function of public relations. Its basic role is the origination of press information and the handling of requests from the media about a specialist’s subjects and activities. After all, the main goal of specialists is to present a positive public image of their client to the public (Mogel). The possible types of clients and fields vary wildly from each other. Some specialists can work in public relations consulting firms and hold campaigns for many clients. Other specialists can work in the advertising departments of major brands and w...
Salwen, M. B. (1987). Mass Media Issue Dependency and Agenda Setting. Communication Research Reports, 4(1), 26-31.
Today, public relations is a complex profession by thousands of thousands of people all the world to practice. Almost all large and small organizations have their own public relations department or they need to outsource their public relations to a company. Public relations practitioners work for schools and universities, companies, governments, professional and trade associations, hospitals, hotels, non-profit charities, and other else more (Grunig, 2001). Therefore, PR is an important department for organizations.
“Through the ongoing interaction of theorizing and empirical research consistent with the scientific method, agenda-setting theory has evolved from a tightly focused perspective to a broad theory. Initially, the focus was on the way media affect the public’s view of which issues are important. Later the theory broadened to encompass five distinct aspects of public life: basic and attribute agenda-setting effects, the psychology of these processes, and the consequences of these effects for opinions and behavior. The participation of scholars worldwide has been central to the continuing productivity of the theory” (Maxwell McCombs).
In our democratic society, mass media is the driving force of public opinion. Media sources such as Internet, newspaper, news-broadcasts, etc, play significant roles in shaping a person’s understanding and perception about the events occurred in our daily lives. As long as the newspapers, internet, network television, etc, continued to be easily accessible to the public, the media will continue to have an influence in shaping its opinions. Factors such as agenda-setting, framing and priming help shape the public opinions. Agenda-setting is when the media focuses their attention on selected issues on which the public will form opinion on, whereas framing allows the media to select certain aspects about the problem and then make them appear more salient. Similarly, priming works by repeatedly exposing certain issues to public. As the issues get more exposure, the individual will be more likely to recall or retain the information in their minds. This paper will discuss these three factors played out systemically by media and how our opinions are constantly being influence and shape by them.
Public relations is everywhere today. It is a practice that has become an important aspect of any business venture. Whether an organization is not for profit, for profit, or governmental, they still need and desire to communicate their purpose within the community and public relations allows this to happen. There are several publics in which the PR practitioner must correspond with and each requires a different means of communication. Internal publics are inside the organizations such as clerks, managers, and stockholders. "External publics are those not directly connected to the organization: the press, government, educators, customers, suppliers, and the community" (Seitel, 2004). Each public plays a key role in the PR of the organization. The many functions of PR can also be categorized based on what purpose they serve the organization.