Descriptive Modeling for Public Relations Environmental Scanning: A Practitioner's Perspective

Abstract

This article operationalizes an agenda-setting model for research in public relations issue monitoring. Using adaptations of Manheim's (1987) content dimensions of the media agenda, content analysis strategies are developed for each of the 3 main variables of: (a) agenda issue salience (audience perceived issue importance), (b) valence (positive, negative, or neutral media portrayal), and (c) visibility (amount of media coverage). Using a mathematical model and valuing each variable judgmentally or empirically as +1, 0, or -1 and based on suggested operationalizations of each of the 3 media agenda variables. 27 media agenda situations are developed (a 3 x 3 x 3 factorial design). The interaction of the 3 media agenda variables yields a weighted media agenda value of +3 to -3 describing a range of 7 possible media agenda content states (MACS). The 27 descriptive scenarios and the 7 MACS could assist public relations practitioners in diagnosing media agenda content and managing strategy and tactics based on those findings.