International public relations’ influence on media coverage and public perceptions of foreign countries

The purpose of this study is to examine the influence of international public relations on a target country's news coverage and public perceptions toward other countries. This study proposed a public relations influence model of national image formation and tested its relationships based on 27 countries’ public relations effort targeting the U.S. news coverage and publics. This study found that (1) public relations of other countries in the U.S. had a direct impact on how significantly the U.S. public perceived those countries; (2) the more prominently and favorably foreign countries were covered by the U.S. news media, the more significantly and favorably the U.S. public perceived and felt toward those countries.     

Effects of government public relations on international news coverage

Using content analysis of an international newspaper and a government publication, this study examines the influence of newsworthiness and public relations efforts on international news coverage, one of the key sources for understanding other countries. Grounded in gatekeeping theory, this study hypothesizes strong relations between three variables (newsworthiness, public relations involvement, and international news coverage) in the context of several South Korean news stories.     

Printing press without copyright: a historical analysis of printing and publishing in Song,China

This study looks at the effect of China's political freedom, economic development and public relations efforts on the US media's coverage of China, and on Americans' opinions of China in the past 30 years. China's political freedom was found to be significant in predicting US media coverage of China and Americans' opinion of China, with more freedom leading to more positive coverage and more favorable opinions. More positive news coverage is related to more favorable American opinions of China when controlling for political and economic development and for public relations efforts. The number of public relations contracts China has signed with the US is also related to the increase in positive US media coverage of China.     

Agenda-Building role of state-owned media around the world: 2014 Hong Kong protest case

ABSTRACT

This study aimed to advance theoretical and practical knowledge of political public relations and mediated public diplomacy through analyzing the agenda-building relationships between state-owned media and foreign news coverage in 16 countries during the 2014 Hong Kong protest. The results indicated significant correlations of issues and stakeholders between the Chinese state-owned media and the English language media outlets of 16 foreign countries, thereby supporting the international agenda-building role of Chinese state-owned media. An exploratory analysis was conducted to test the role of intercultural or international relations variables in the agenda-building process.     

Korean practitioners and journalists: Relational influences in news selection

This study investigates how source–media relationships influence perceptions toward news selection from the public relations practitioners’ viewpoint in Korea. The results show that Korean public relations practitioners who perform formal media relations believed that journalists would select news stories based on journalists’ media routine principles, such as using government sources. In contrast, Korean public relations practitioners who perform informal or monetary media relations believed that journalists would select news stories based on journalists’ extra-media factors, such as personal relationships with public relations practitioners.     

A use of second-order co-orientation model in international public relations

This paper is an extension of a line of research that questions the possibility of applying the co-orientation theory in researching the communication behavior between “general” publics of nations. Here we included three nations, Slovenia, Croatia and Serbia and questioned publics’ opinions on investment policies between mentioned nations. We extended the notion of co-orientation in international relations to include not only evaluations of two countries’ attitudes towards a third country, but also evaluations of opinions the two countries have between themselves (and to which the first is only an observer). We called it the second-order co-orientation. So far accuracy has been seen as the right objective for public relations using co-orientation. Our results question centrality of accuracy as the key performance indicator of effectiveness of public relations programs in the context of co-orientation model.     

Third gatekeeping in Korea: the screening of first-edition newspapers by public relations practitioners

This study introduces the concept of “third gatekeeping,” a process where Korean public relations practitioners review the early editions of the country’s main daily newspapers and provide feedback to journalists about possible revisions to coverage of their organizations. Data came from 21 depth interviews with Korean public relations practitioners in the corporate and government sectors. Fifteen case studies published in Korea’s Media Today were also analyzed to add context to the practice. First-edition screening was found to have three distinct dimensions based on practitioners’ level of concern about a news item. An earlier version of this study was presented at the 2003 International Communication Association convention.     

Generic frame building in the 2008 Austrian elections

Media critics repeatedly refer to the adversarial and trivializing nature of contemporary political journalism, whereas the role of political public relations in the formation of these aspects of public political discourse is widely neglected. To gain empirical insight into the formation of negativity, dramatization, game- and conflict-centeredness in campaign communication in the 2008 Austrian elections, this study introduces a biaxial matrix localizing levels of confrontation (negativity and conflict) and entertainment (game and drama). The analysis rests on the comparative investigation of generic frames in political parties’ PR and the media, and the examination of underlying frame building processes. The role of journalism and political public relations in shaping campaign communication is investigated by utilizing concerted content analyses of newspaper and TV news coverage and party press releases. The study finds that Austrian party and media communication can be predominantly categorized as antagonistic substance, characterized by high levels of confrontation (negativity and conflict) and lower levels of entertainment (game and drama). The empirical investigation outlines that conflict and negativity are prevalent features of the electoral communication of Austrian parties and the media likewise, whereby party press releases are even more marked by confrontation and entertainment framing than the subsequent media coverage. In addition, the media are not the principal and exclusive sponsors of confrontation and entertainment in electoral communication; rather, they even moderately decrease conflict and drama as compared to the impulses set by political PR.     

How cultural difference affects international tourism public relations websites: A comparative analysis using Hofstede's cultural dimensions

This research aims to employ Hofstede's cultural dimensions as a frame to identify valid explanatory factors that account for differences in countries’ tourism websites. The study results support that Hofstede's cultural dimensions can be a valuable tool for developing public relations strategies conducive to building and maintaining relationships with multicultural audiences.     

Soft power and public diplomacy: The new frontier for public relations and international communication between the US and China

The underlying assumption is that a gradual change in economic and financial power will also lead to changes in ‘soft power’ like media communication, public relations, public opinion, public diplomacy and (new and old) media consumption. In other words, culture and mass communication play a significant role in shaping the dialogue between organizations and publics in different countries in general, and between the US and China in particular.     

Framing political public relations: Measuring success of political communication strategies in Germany

The main goal of political public relations is the use of media outlets to communicate specific political interpretations of issues in the hope of garnering public support for political policies. This study elaborates on the question how successful political PR is at bringing its specific perspectives into the media. It uses the ‘framing’ concept to analyse the meanings and contexts of media coverage and political PR during the national debate on immigration in Germany between May 2000 and March 2002. The results show a high level of correlation between the preferred thematic and position frames of the political players and those in the press coverage. Yet, the media examined clearly did not have a passive relationship to PR. The findings indicate that journalists tend to use their power to alter PR messages when the communications from political players do not have a distinct focus and/or when the PR focuses were not among the (mainstream) aspects dominating the general political debate.     

Comparative study of American and Korean practitioners’ dissent with perceived unethical management decisions

This study examined how similarly or differently American and Korean public relations practitioners use dissent tactics. The results showed that assertive confrontation was the most frequently adopted tactic among practitioners in both countries. However, Korean practitioners were more likely to work to sabotage implementation of unethical decision, and to leak information to external stakeholders than the US counterparts. This study will shed light on the impact of cultural difference on public relations practitioners’ dissent selection on unethical management decisions.     

The Giffords shootings in Tucson: Exploring citizen-generated versus news media content in crisis management

This study expands on previously published research into the role citizen generated content plays in the coverage of crisis situations and discusses implications for public relations practitioners who must respond to this type of coverage. Using a content analysis of newspapers and the websites of cable and broadcast news networks, the authors explored the use of both official versus non-official sources and the use of citizen generated content during coverage of the January 2011 shootings in Tucson that injured Rep. Gabrielle Giffords (D-Ariz.) and 12 others, and killed six people. Results revealed reporters were more likely to use non-official sources. Reporters also were more likely to use non-official technology sources, or citizen generated content, than official technology sources such as web-based news releases and statements. This study finds additional support for the concept that crisis managers must learn to deal with reporters’ use of citizen generated content while also leveraging social media to control their organization's message during a crisis.     

Three Korean perspectives on U.S. internet public diplomacy

This study identifies perspectives of relationships publics have about countries other than their own and examines whether publics engaged through social media-based public diplomacy programs demonstrate different relationship perspectives. Q methodology and survey research were used to investigate these issues. Data come from South Korean adult internet users, including members of Café USA, an online community run by the U.S. Embassy in Seoul. Three relationship perspectives were identified: outcome-based, sincerity-based, and access-based. Compared with other groups, Café USA members put more emphasis on sincerity in their relationships with the United States. The results of this study indicate that individuals’ subjectivity should be considered as far more contextualized and nuanced than has been the case in previous research on national image or country reputation.     

A comparative analysis of the perception of public relations in Chinese and South Korean newspapers

The study analyzes the major newspapers of China and South Korea to explore how the journalists perceive public relations term which is equivalent to Xuan Chuan in China and Hong-Bo in South Korea. Chinese news considered the primary function of Xuan Chuan to be persuasion, whereas Korean news considered the primary functions of Hong-Bo to be public information and image (reputation) management. Xuan Chuan was more likely to be associated with the government and persuasion, whereas Hong Bo was closely associated with for-profit organizations and image management.     

PR goes to the movies: The image of public relations improves from 1996 to 2008

This qualitative analysis of public relations in popular Hollywood films from 1996 to 2008 looks at three questions: first, how is the PR practitioner portrayed in recent films? Second, what kind of public relations activities and models of public relations are depicted? Third, how do other scholars’ results in prior studies apply to the portrayal of public relations in current films? Results show that for major films from Mars Attacks! (1996) to Hancock (2008), public relations practitioners are more credible, respected and influential, and PR work is more varied and complex than found in studies of films through 1995.     

He who pays the piper,calls the tune? Examining Russia’s and Poland’s public diplomacy efforts to shape the international coverage of the Smolensk crash

The study explores Polish and Russian governments’ communication efforts to shape international news coverage of the 2010 airplane crash near Smolensk, Russia, which killed the Polish President Lech Kaczynski and most of his Cabinet. More specifically, the study attempts to assess the role of government communication in shaping the international agenda regarding the crash vis-à-vis the role of Polish and Russian media outlets which also served as information sources for international media. In addition, it examines politico-cultural proximity and economic relatedness as the factors influencing the outcomes of mediated public diplomacy efforts. The findings suggest that, in addition to the governments’ public relations messages, Polish and Russian news outlets played a significant role as their countries’ advocates in determining the international media agenda. Moreover, we found that it was economic relatedness rather than the similarity of culture or political systems that contributed to the success of governments in shaping the international agenda about the crash. Theoretical and practical implications for public relations and public diplomacy are discussed.     

The saga of the Crown Pilot: framing,reframing, and reconsideration

In 1996, Nabisco discontinued production of its longest running product, the Crown Pilot cracker. This move prompted public protest and subsequently garnered widespread media attention. Based on the sustained news coverage and a barrage of telephone calls, e-mails, and letters, Nabisco eventually relented and resumed production of the Crown Pilot.This case study focuses upon the “frames” used in the media coverage to help audiences interpret news stories about the Crown Pilot situation. The research attempts to explain how the public relations efforts of both the protesters and Nabisco influenced the framing. Because framing choices are among the most critical strategic decisions in the public relations process, the study has ramifications for public relations researchers interested in the concept and practitioners concerned with publicizing a variety of issues.     

Predicting Indonesian Journalists' Use of Public Relations-Generated News Material

Abstract

The news media are the main channel for public relations practitioners to get messages across to their publics. In recent years, little research was conducted on predicting journalists' use of public relations news material. As the largest Southeast Asian and the world's most populous Muslim nation, Indonesia presents a complex media and public relations environment. This study found fundamental tenets in journalism, however, which remain the most important factors in predicting the use and acceptance of public relations-generated news materials. At the same time, however, business interests have highly significant effect on journalists. Informal relations can also influence their use.