Running Head Agenda Setting And The Public Relations...

Agenda Setting Theory Running head: AGENDA SETTING AND THE PUBLIC RELATIONS INDUSTRY An Examination of Agenda Setting Theory and Its Importance in the Public Relations Industry Jamie Baird Pennsylvania State University Abstract This paper assesses how the media influences what issues are most prevalent on the public agenda through the examination of the agenda setting theory. The history and development of agenda setting are discussed, as well as why this theory is important in the public relations industry today. An Examination of Agenda Setting Theory and Its Importance in the Public Relations Industry Introduction When attempting to gage issues of public interest, it is best to first examine the issues that are repeatedly covered in the mass media. The media effectively decides which issues will be on the agenda, and then brings them to attention of the public through recurring news coverage. This concept is formally known as the agenda setting theory; a term first coined by professors Maxwell McCombs and Donald Shaw in 1972. Agenda setting continues to evolve into a key theory in the communications field today. In order to be a successful public relations professional, it is crucial to understand and incorporate this theory. This paper aims to examine the development and details of the agenda setting theory in order to validate its importance to public relations professionals. Theory Description Although it is McCombs and Shaw whoShow MoreRelatedDiscuss the Relationship Between Public Relations and News Sources. How Does the Relationship Impact on the News Product?2572 Words   |  11 PagesDiscuss the relationship between Public Relations and news sources. How does the relationship impact on the news product? 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