Differentiate between gatekeeping, agenda setting, and framing. Why are these concepts relevant to the practice of media relations?
What will be an ideal response?
Gatekeeping is a process where a person of authority decides what information should move forward to a group or individual and what information should not. In a media setting, the editor or producer decides which news items will be published, broadcast or posted on social media and what will not. For PR professionals seeking news coverage or visibility, it is important to identify the gatekeepers and appeal to them specifically and convincingly to get a positive response. The agenda-setting theory asserts that the news media have an agenda; they tell audiences what “news” to consider important. Framing affects how people think about a news event. Thus, the way the story is told by the media (without any altering of actual facts)--the “frame” surrounding an issue--may influence readers’ or viewers’ perceptions. The media influence the way people perceive PR messages, so PR practitioners need to be aware of the media’s role and consider how to deal with it.
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