The text discusses severa media theories that are relevant to public relations s

Question

The text discusses severa media theories that are relevant to public relations such as agenda setting , framing , or cultivation. Choose one theory with a brief explanation and analyze how the selected theory is applied to actual PR campaign , not advertising or tv programs? The text discusses severa media theories that are relevant to public relations such as agenda setting , framing , or cultivation. Choose one theory with a brief explanation and analyze how the selected theory is applied to actual PR campaign , not advertising or tv programs?

Explanation / Answer

Agenda setting theory is based on the assumption that it is media which decides the agenda to be discussed among the public. The issues that receive the most attention from media become the issues that the public discusses, debates, and demands action on. When the media fails to address a particular issue, it becomes marginalized in the minds of the public. In case of natural disasters, it is being discussed only till it is prominent in news, as news coverage wanes, so does the general public’s interest. Public relations professionals have the ability to influence public interest on behalf of their clients by utilizing the concepts of agenda setting. Since gatekeepers decide what the media puts on the agenda, it is beneficial for public relations professionals to have good business relationships with a variety of editors and journalists

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