Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Building on prior agenda building literature conceptualizing the role of public relations in influencing the media agenda, this paper proposes a model of agenda building that explores the determinants of the agenda building process. Dynamics among public relations professionals, journalists, and the media content are discussed. The operationalization of the model is placed in a context of building a media agenda on pro-social causes in general, and health disparities in particular. In addition to theoretical and practical implications, this study offers empirical research designs to test the hypotheses of the agenda building model.