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International Agenda-Building and Agenda-Setting: Exploring the Influence of Public Relations Counsel on News Media and Public Perceptions of Foreign Nations
Unformatted Document Text:  International Agenda-Building and Agenda-Setting International Agenda-Building and Agenda-Setting: Exploring the Influence of Public Relations Counsel on News Media and Public Perceptions of Foreign Nations Running Head: International Agenda-Building and Agenda-Setting Abstract To explore the influence of international public relations on U.S. news media and public perceptions of foreign nations, this study used a triangulation of methods by comparing public relations counsel for foreign nations, media content, and public opinion data in 1998 and 2002. The results indicate that while the relationship between public relations counsel and media coverage was minimal at the level of object and substantive attribute salience, linkages were observed with affective attribute salience. In general, public relations counsel was associated with a decrease in the amount of negative news coverage. At the level of individual news stories, it was connected to increased positive valence in media content. For the dimensions of news coverage associated with public relations, media salience was related to public salience and attitudes regarding foreign nations. Theoretical and practical implications of the findings are discussed. Keywords: international public relations, agenda-building, agenda-setting, framing Manuscript submitted to the Public Relations Division for the annual International Communication Association conference in New York, NY, to be held on May 26-30, 2005

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International Agenda-Building and Agenda-Setting
International Agenda-Building and Agenda-Setting: Exploring the Influence of Public
Relations Counsel on News Media and Public Perceptions of Foreign Nations
Running Head: International Agenda-Building and Agenda-Setting
Abstract
To explore the influence of international public relations on U.S. news media and public
perceptions of foreign nations, this study used a triangulation of methods by comparing public
relations counsel for foreign nations, media content, and public opinion data in 1998 and 2002.
The results indicate that while the relationship between public relations counsel and media
coverage was minimal at the level of object and substantive attribute salience, linkages were
observed with affective attribute salience. In general, public relations counsel was associated
with a decrease in the amount of negative news coverage. At the level of individual news stories,
it was connected to increased positive valence in media content. For the dimensions of news
coverage associated with public relations, media salience was related to public salience and
attitudes regarding foreign nations. Theoretical and practical implications of the findings are
discussed.
Keywords: international public relations, agenda-building, agenda-setting, framing
Manuscript submitted to the Public Relations Division for the annual International
Communication Association conference in New York, NY, to be held on May 26-30, 2005


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