Building a Theoretical Model of Media Relations Using Framing, Information Subsidies, and Agenda-Building

This chapter focuses on an area of public relations that many nonpractitioners see as the only function of public relations-that of media or press relations. The vision of the practitioner as the press agent, the “mouthpiece” who tells the organization’s good-news-only story or the TV-camera-blinded company spokesperson, has a long history.