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Descriptive Modeling for Public Relations Environmental Scanning: A Practitioner's Perspective

Descriptive Modeling for Public Relations Environmental Scanning: A Practitioner's Perspective This article operationalizes an agenda-setting model for research in public relations issue monitoring. Using adaptations of Manheim's (1987) content dimensions of the media agenda, content analysis strategies are developed for each of the 3 main variables of: (a) agenda issue salience (audience perceived issue importance), (b) valence (positive, negative, or neutral media portrayal), and (c) visibility (amount of media coverage). Using a mathematical model and valuing each variable judgmentally or empirically as +1, 0, or -1 and based on suggested operationalizations of each of the 3 media agenda variables. 27 media agenda situations are developed (a 3 x 3 x 3 factorial design). The interaction of the 3 media agenda variables yields a weighted media agenda value of +3 to -3 describing a range of 7 possible media agenda content states (MACS). The 27 descriptive scenarios and the 7 MACS could assist public relations practitioners in diagnosing media agenda content and managing strategy and tactics based on those findings. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Descriptive Modeling for Public Relations Environmental Scanning: A Practitioner's Perspective

Journal of Public Relations Research , Volume 8 (3): 14 – Jul 1, 1996

Descriptive Modeling for Public Relations Environmental Scanning: A Practitioner's Perspective

Abstract

This article operationalizes an agenda-setting model for research in public relations issue monitoring. Using adaptations of Manheim's (1987) content dimensions of the media agenda, content analysis strategies are developed for each of the 3 main variables of: (a) agenda issue salience (audience perceived issue importance), (b) valence (positive, negative, or neutral media portrayal), and (c) visibility (amount of media coverage). Using a mathematical model and valuing each variable...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1207/s1532754xjprr0803_01
Publisher site
See Article on Publisher Site

Abstract

This article operationalizes an agenda-setting model for research in public relations issue monitoring. Using adaptations of Manheim's (1987) content dimensions of the media agenda, content analysis strategies are developed for each of the 3 main variables of: (a) agenda issue salience (audience perceived issue importance), (b) valence (positive, negative, or neutral media portrayal), and (c) visibility (amount of media coverage). Using a mathematical model and valuing each variable judgmentally or empirically as +1, 0, or -1 and based on suggested operationalizations of each of the 3 media agenda variables. 27 media agenda situations are developed (a 3 x 3 x 3 factorial design). The interaction of the 3 media agenda variables yields a weighted media agenda value of +3 to -3 describing a range of 7 possible media agenda content states (MACS). The 27 descriptive scenarios and the 7 MACS could assist public relations practitioners in diagnosing media agenda content and managing strategy and tactics based on those findings.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Jul 1, 1996

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