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International Communication Gazette
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International Agenda-Building and Agenda-Setting

Exploring the Influence of Public Relations Counsel on US News Media and Public Perceptions of Foreign Nations

Spiro Kiousis

2087 Weimer Hall, Department of Public Relations, College of Journalism and Communications, University of Florida, PO Box 118400, Gainesville, FL 32611-8400, USA, skiousis{at}jou.ufl.edu

Xu Wu

Walter Cronkite School of Journalism and Mass Communication, Arizona State University, PO Box 871305, Tempe, AZ 85287-1305, USA, xu.wu{at}asu.edu

To explore the influence of international public relations on US news media and public perceptions of foreign nations, this study used a triangulation of methods by comparing public relations counsel for foreign nations, media content and public opinion data in 1998 and 2002. The results indicate that while the relationship between public relations counsel and media coverage was minimal at the level of object and substantive attribute salience, noteworthy linkages were observed with affective attribute salience. In general, public relations counsel was associated with a decrease in the amount of negative news coverage. At the level of individual news stories, it was connected to increased positive valence in media content. For the dimensions of news coverage associated with public relations, media salience was related to public salience and attitudes regarding foreign nations. Theoretical and practical implications of the findings are discussed.

Key Words: agenda-building • agenda-setting • attributes • framing • international public relations

International Communication Gazette, Vol. 70, No. 1, 58-75 (2008)
DOI: 10.1177/1748048507084578
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