分析媒体价值转变：美国公关公司的参与与肯尼亚在美国媒体中的形象之间的关联

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review Pub Date : 2024-07-09 DOI:10.1016/j.pubrev.2024.102485

Dane Kiambi , Spiro Kiousis , Phillip Arceneaux

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引用次数: 0

摘要

本研究探讨了肯尼亚政府聘请美国公关公司与美国四大媒体新闻报道基调随之变化之间的关联。通过定量内容分析，研究发现在公关公司介入期间，对肯尼亚的报道出现了明显的积极转变。本研究在不断言直接因果关系的情况下，仔细划分了公关参与与媒体描述变化之间的关联，从而强调了战略性公关活动在影响媒体叙述方面的重要性。研究结果表明了国际公共关系实践与媒体框架之间错综复杂的动态关系，有助于深入了解公关活动在全球背景下对国家形象塑造的潜在影响。

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Analyzing media valence shifts: The association between a U.S. PR firm's engagement and Kenya's portrayal in U.S. media

This study examines the association between the engagement of a U.S.-based PR firm by the Kenyan government and subsequent shifts in the tone of news coverage in four major U.S. media outlets. Through quantitative content analysis, the study identifies discernible shifts toward more positive reporting about Kenya during the period of PR firm involvement. By carefully delineating the association between PR engagement and changes in media portrayal without asserting direct causality, this research underscores the significance of strategic PR activities in influencing media narratives. The findings illustrate the intricate dynamics between international public relations practices and media framing, contributing valuable insights into the potential impact of PR efforts on national image cultivation in a global context.

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来源期刊

Public Relations Review Multiple-

CiteScore

8.00

自引率

19.00%

发文量

期刊介绍： The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.