Abstract This study was designed to investigate the effectiveness of public relation companies in changing or building the public’s impression of media figures through media portrayals. The primary hypothesis of study stated that participants would form impression of the presented media figure in accordance to the focus of the media description they receive. A total of 26 undergraduate students recruited from the Psychology 201 course at Simon Fraser University participated in this study. Participants were asked to complete one questionnaire that asked them to indicate their familiarity of the media figures, read short descriptions and indicate their impressions of the media figures. As expected, it was found participants that received positive media descriptions indicated positive impressions of the media figure, and those who received negative media descriptions indicated negative impressions of the media figure. Given these findings it is conceivable that public relation companies achieve their success by harnessing the power of the various outlets of the mass media. Effectiveness of Public Relation Companies: The Effects of Media Descriptions on Impressions of Media Figures Public relation companies attempt to get the attention of the public and shape public opinion by placing stories in the media. Interestingly, the public relations business has grown in to a multi-billion dollar industry that has become an integral part of modern business and political life (Corporate Watch UK, 2003). Given the ramifications of public relations industry, this research investigated the ways in which public relations companies build or change the public’s impression of their client through the mass media. The mass medi... ... middle of paper ... ...ratewatch.org/?lid=1570 Graber, D. A. (1988). Processing the news: How people tame the information tide (2nd ed.). New York: Longman. Hubbard, C. J., DeFleur, M. L., & DeFleur, L. B. (1975). Mass media influences on public conceptions of social problems. Social Problems, 23(1), 22-34. Kiousis, S. (2003). Job approval and favourability: The impact of media attention to the Monica Lewinsky scandal on public opinion of President Bill Clinton. Mass Communication and Society, 6(4), 435-451. Kiousis, S., Bantimaroudis, P., & Ban, H. (1999). Candidate image attributes: Experiments on the substantive dimension of second level agenda setting. Communication Research, 24(4), 414-428. Verser, R., & Wicks, R. H. (2006). Managing voter impressions: The use of images on presidential candidate web sites during the 2000 campaign. Journal of Communications, 56, 178-197.
In the book, Propaganda, author Edward L Bernays, who is nephew of Sigmund Freud, transcends the public relation industry. This short, 13-part instructional manual delves deep into the intricacies and usage of propaganda. Bernays claims that the public is in a constant state of manipulation. He argues that in order for a society to be highly functioning and stable, public opinion must be manipulated and swayed. While I find his claims disturbing, it was refreshing to read something so blunt. Bernays’ use of psychological techniques to work the mechanics of public opinion truly classifies him as the “father of public relations.”
398).It is also stated that news divisions reduced their costs, and raised the entertainment factor of the broadcasts put on air. (p. 400). Secondly, the media determines its sources for stories by putting the best journalists on the case and assign them to areas where news worthy stories just emanates. (p.400). Third, the media decides how to present the news by taking the most controversial or relevant events and compressing them into 30 second sound-bites. (p.402). finally, the authors also explain how the media affects the general public. The authors’ state “The effect of one news story on public opinion may be trivial but the cumulative effect of dozens of news stories may be important. This shows a direct correlation between public opinions and what the media may find “relevant”. (Edwards, Wattenberg, Lineberry, 2015, p.
The media is a powerful and influential agent; it wields so much power and they are capable of meandering the thoughts and opinions of the public. The following paper discusses the media, which includes news coverage, movies, television, and commercials. The purpose of this paper is to discuss how the media adds to racism and stereotypes. The media has an impact on the public. Many stereotypes and negativity towards certain groups of people are seen throughout the media. Journal articles have been utilized in order to discuss the findings of the negativity that the media has on stereotypes and prejudice.
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
An example would be a politician who managed to get a major bridge built in their district let the bridge be named after themselves. It would be also a congressmen’s desire to be seen as the cause of benefitting constituents mutually helpful. For candidates who are trying to win an election, the “image” or impression they give has been very important in politics. And through credit claiming, the image of the candidate would definitely give an impact to the people to vote for them. First impressions are extremely important as it is the factor of success or rejection. It shows the personality and how it can come across to voters. Politicians are aware of how the public views them and take years to build trust, make connections, and establish a vision for a community. However, one negative comment or distrustful action can destroy the foundation. There has to be an image of confidence, in order for citizens to trust politicians. As body language plays a significant role in public communications, it delivers a level of comfort leading the public and the standings of their ideas. Politicians must also keep calm in high- pressure situations, such as debates. Strong images must be kept whenever the public’s attention is on them, as every word and movement matters. Since public politicians are constantly in the public eye, image has been important as to how they appear
The media, including television programming, cartoons, film, the news, as well as literature and magazines, is a very powerful and pervasive medium for expression. It can reach a large number of people and convey ideas, cultural norms, stereotypic roles, power relationships, ethics, and values. Through these messages, the mass media may have a strong influence on individual behavior, views, and values, as well as in shaping national character and culture. Although there is a great potential for the media to have a positive and affirming effect on the public and society at large, there may be important negative consequences when the messages conveyed are harmful, destructive, or violent.
What is Public Relations (PR)? PR is difficult to define because it encompasses so many areas and today has developed into a multi-million dollar industry influencing all aspects of our lives (Adams et al, 1999). However, it is important to be able to compare and contrast the various definitions in order to have a complete understanding of what public relations is and how it is used. The public is a large population to consider, making it easier to understand why it is so difficult to define PR. Along with a large population come many perceptions, beliefs, ideas, and opinions, all influences on PR. I define public relations as the act/s used by individuals, corporations, and groups to influence ones opinions and/or decisions about a product, idea, person/s, company/s, etc. and the public. Robert L. Heath defines PR as functions of management/supervisors that foster an organization's ability to strategically listen to, appreciate, and respond to those persons who's mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values (Health, 2007)'.
The main aim of this report is to analyze the impacts of changes in the media concerning the societal and individual view of politics and politicians. The report also describes significant milestones in mass media since the year 1960 and examines the impact of mass media on how people think politically. The report then considers the effect of technological advancements in mass media and the effect on the results of elections. The use of mass media has increased over the last fifty years in that it is a primary medium through which supporters of various campaigners share their ideas and views concerning politicians and different political parties. Through social media, behaviors and performance of several activists have brought
Salwen, M. B. (1987). Mass Media Issue Dependency and Agenda Setting. Communication Research Reports, 4(1), 26-31.
The main goal of PR is to affect individuals or groups to help organizations reach more successful by building relationships with them through organization’s activities. PR people’s functions and key tasks can be varied. In simple terms, the role of public relations in an organization is immense and wide scope and it can be divided into the following categories:
Agenda setting occurs when the media is selective in how they report news. There are so many different news outlets and each one is always making choices about what t...
In our democratic society, mass media is the driving force of public opinion. Media sources such as Internet, newspaper, news-broadcasts, etc, play significant roles in shaping a person’s understanding and perception about the events occurred in our daily lives. As long as the newspapers, internet, network television, etc, continued to be easily accessible to the public, the media will continue to have an influence in shaping its opinions. Factors such as agenda-setting, framing and priming help shape the public opinions. Agenda-setting is when the media focuses their attention on selected issues on which the public will form opinion on, whereas framing allows the media to select certain aspects about the problem and then make them appear more salient. Similarly, priming works by repeatedly exposing certain issues to public. As the issues get more exposure, the individual will be more likely to recall or retain the information in their minds. This paper will discuss these three factors played out systemically by media and how our opinions are constantly being influence and shape by them.
According to Dearing and Rogers (1996) agenda-setting is driven by “issue proponents,” (e.g., public relations practitioners, media representatives) aiming to direct public attention to a social problem (e.g., climate change, gun control) (p. 2). To advance their intended agenda, public relations professionals must consider three key elements impacting issue selection: media influence, organizations/individuals with competing messages, and current events affecting public life (Zoch & Molleda, 2006). When incentivizing media coverage of an organization’s issue(s), research suggests practitioners should offer access to high profile
The two major changes in media over the last century have been in Public relations
Throughout the previous years, the effect of mass media has produced exponentially with the innovation of technology. Initially there were books, tabloids, journals, photography, movies, broadcast, TV, New Media of the Internet, and now mass media. Nowadays, each individual are most depended on the news media and gossips to preserve their lives moving within everyday accomplishments. We trust the mass media for the existing newscast and evidences concerning anything that is significant and what we must be conscious of. We rely on the media as a consultant for gossip, info, and amusement. The amount of authority varies on the obtainability of media. All of the customary mass media partake excessive impact throughout our existence. For example the 20th century port...