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2008•The International Encyclopedia of CommunicationRequires access

Public Relations: Media Influence

Jan Kleinnijenhuis

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Abstract

Earning public understanding and acceptance through reports in the press is one of the oldest means–ends schemes in public relations (PR). Firms, governments, NGOs, and interest groups alike use the media to convey their message to their publics. Hence, media influence is a two‐step process. Whether PR efforts lead to news items in the media depends on the relations of the company with the media and on the newsworthiness of the publicity efforts (→ Media Relations; News Factors; News Values). Once the media have published the news, PR media influence can be understood through theories about media effects (→ Media Effects; Exposure to Communication Content; Information Processing).

About this research paper

What this paper is about

Earning public understanding and acceptance through reports in the press is one of the oldest means–ends schemes in public relations (PR). Firms, governments, NGOs, and interest groups alike use the media to convey their message to their publics. Hence, media influence is a two‐step process. Whether PR efforts lead to news items in the media depends on the relations of the company with the media and on the newsworthiness of the publicity efforts (→ Media Relations; News Factors; News Values). Once the media have published the news, PR media influence can be understood through theories about media effects (→ Media Effects; Exposure to Communication Content; Information Processing).

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Available abstract

Earning public understanding and acceptance through reports in the press is one of the oldest means–ends schemes in public relations (PR). Firms, governments, NGOs, and interest groups alike use the media to convey their message to their publics. Hence, media influence is a two‐step process. Whether PR efforts lead to news items in the media depends on the relations of the company with the media and on the newsworthiness of the publicity efforts (→ Media Relations; News Factors; News Values). Once the media have published the news, PR media influence can be understood through theories about media effects (→ Media Effects; Exposure to Communication Content; Information Processing).

Key concepts: Media relations, Publicity, News media, Public relations, Advertising, Political science, Media event, Publics

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