The media battle between Celebrex and Vioxx: influencing media coverage but not content

This study examined newspaper coverage of the battle between two pharmaceutical companies in the arthritis painkiller market and the impact that the companies’ public relations activities had on the way the story was presented. A framing analysis was used to determine the relationship between the companies’ messages and press content. Frames consistent with the companies’ objectives occurred, but most stories were rated as neutral, with an almost equal number of favorable and unfavorable stories. This suggested that the companies may have influenced the press on what to cover but not necessarily what to say.