Agenda Setting Theory Paper
Posted on February 11, 2014
Abstract
Abstract: The agenda setting theory has played a major role in the development and communication of important issues. The theory focuses on what the general public values as important and attempts to influence the way they think by providing specific new coverage catered to their needs. Ultimately, the agenda setting theory places great value on specific issues in comparison to others, making it an essential element of any public relations practitioner’s job. Public relations professionals rely on the agenda setting, as a means for communicating their position on specific issues that their target publics believe are important.
The agenda setting theory, a communications principle …show more content…
They dictate what news makes up the media agenda and are responsible for determining what information the public wants to know more about. In order to effectively analyze their viewing audience, media gatekeepers must specifically measure the “time frames for the phenomenon they wish to add to the agenda,” as well the “real-world indicators,” that provide significance and relevance to their issues being reported on,” (McQuail & Windahl, 1993). When considering these two factors, a media agenda is established that aligns with both what the public is concerned about and what specific individuals and/or organizations want to share. Most importantly, this theory, based on the model, indicates that people will ultimately have the biggest influence on what the “mass media wants to promote,” (media agenda), “issues of relative importance to the general public,” (public agenda), and governmental “policy issues,” (Miles 2012). News gatekeepers must be able to understand what the public wants to know in order to effectively influence their thought processes. A major facet of the agenda setting theory is that it effectively evaluates what the public cares about and provides stories that reflect their wants, needs, and concerns, either in a positive or negative manner. Therefore, it is clear, that public relations professionals utilize this theory in an …show more content…
To begin, any public relations efforts “set the media agenda,” by providing it with the information to report on. More specifically, public relations help people make specific decisions “based on the structured informative environment in which people act,” (Lachlan, 2012). It is the goal of any public relations professional to successfully integrate their client’s or organizations “positive news,” into the daily media agenda (Lachlan, 2012). Successful entry into the media agenda will allow public relations experts to “shift the focus” of the general public on their client (Lachlan, 2012). However, in order to do so, as indicated by the Agenda Setting Theory Model, a public relations professional must know the best method, time, and manner to implement their clients coverage into the media agenda. This strategic planning will result in the most “coverage, leverage, prominence, impact, and acceptance,” (Lachlan, 2012). Applying this theory to ones campaign will allow a practitioner to influence what their “public may think.” When working for a public relations firm, one must understand what the public wants to know in order to successfully influence their opinion. It is essential that any public relations professional research every characteristic of their target market to ensure that their message is most effectively delivered. The agenda setting theory provides public relations
Posted on February 11, 2014
Abstract
Abstract: The agenda setting theory has played a major role in the development and communication of important issues. The theory focuses on what the general public values as important and attempts to influence the way they think by providing specific new coverage catered to their needs. Ultimately, the agenda setting theory places great value on specific issues in comparison to others, making it an essential element of any public relations practitioner’s job. Public relations professionals rely on the agenda setting, as a means for communicating their position on specific issues that their target publics believe are important.
The agenda setting theory, a communications principle …show more content…
They dictate what news makes up the media agenda and are responsible for determining what information the public wants to know more about. In order to effectively analyze their viewing audience, media gatekeepers must specifically measure the “time frames for the phenomenon they wish to add to the agenda,” as well the “real-world indicators,” that provide significance and relevance to their issues being reported on,” (McQuail & Windahl, 1993). When considering these two factors, a media agenda is established that aligns with both what the public is concerned about and what specific individuals and/or organizations want to share. Most importantly, this theory, based on the model, indicates that people will ultimately have the biggest influence on what the “mass media wants to promote,” (media agenda), “issues of relative importance to the general public,” (public agenda), and governmental “policy issues,” (Miles 2012). News gatekeepers must be able to understand what the public wants to know in order to effectively influence their thought processes. A major facet of the agenda setting theory is that it effectively evaluates what the public cares about and provides stories that reflect their wants, needs, and concerns, either in a positive or negative manner. Therefore, it is clear, that public relations professionals utilize this theory in an …show more content…
To begin, any public relations efforts “set the media agenda,” by providing it with the information to report on. More specifically, public relations help people make specific decisions “based on the structured informative environment in which people act,” (Lachlan, 2012). It is the goal of any public relations professional to successfully integrate their client’s or organizations “positive news,” into the daily media agenda (Lachlan, 2012). Successful entry into the media agenda will allow public relations experts to “shift the focus” of the general public on their client (Lachlan, 2012). However, in order to do so, as indicated by the Agenda Setting Theory Model, a public relations professional must know the best method, time, and manner to implement their clients coverage into the media agenda. This strategic planning will result in the most “coverage, leverage, prominence, impact, and acceptance,” (Lachlan, 2012). Applying this theory to ones campaign will allow a practitioner to influence what their “public may think.” When working for a public relations firm, one must understand what the public wants to know in order to successfully influence their opinion. It is essential that any public relations professional research every characteristic of their target market to ensure that their message is most effectively delivered. The agenda setting theory provides public relations