Researchers conducted a content analysis to measure framing of the public relations industry in 354 English language broadcast transcripts from the United States, Canada, and Australia from Sept. 1, 2009 to Aug. 31, 2010.
The overall tone toward public relations was strongly negative. Mentions reflected one-way forms of communication and mentions of the pejorative term \"PR\" appeared more frequently than mentions of \"public relations\". The profession was almost always mentioned within the body of the broadcast, as opposed to the headline or the lead paragraph.
Exploratory research showed 15 shows that included negative mentions 100% of the time. Additionally, 27 shows included zero positive mentions of either term. Of 251 speakers recorded during data analysis, 126 spoke of the industry negatively 100% of the time. American shows were most often negative. Stories about the public relations industry were most likely to reflect public relations as a two-way form of communication.
","abstract_html":"<p>Researchers conducted a content analysis to measure framing of the public relations industry in 354 English language broadcast transcripts from the United States, Canada, and Australia from Sept. 1, 2009 to Aug. 31, 2010.</p><p>The overall tone toward public relations was strongly negative. Mentions reflected one-way forms of communication and mentions of the pejorative term "PR" appeared more frequently than mentions of "public relations". The profession was almost always mentioned within the body of the broadcast, as opposed to the headline or the lead paragraph.</p><p>Exploratory research showed 15 shows that included negative mentions 100% of the time. Additionally, 27 shows included zero positive mentions of either term. Of 251 speakers recorded during data analysis, 126 spoke of the industry negatively 100% of the time. American shows were most often negative. Stories about the public relations industry were most likely to reflect public relations as a two-way form of communication.</p>","abstract_has_math":false,"creators":["Litvack, Samara Rose"],"institution":null,"degree_name":"MA (Master of Arts)","degree_level":"Thesis - unrestricted","degree_discipline":"Communication, Professional","degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2011,"date_issued":"2011-12-17T08:00:00Z","date_published":"2011-12-17T08:00:00Z","updated_at":"2026-07-24T02:20:31Z","subjects":["public relations","PR","framing theory","content analysis","broadcast","media","Communication","Public Relations and Advertising","Social and Behavioral Sciences"],"languages":[],"rights":["Copyright by the authors."],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://dc.etsu.edu/etd/1396","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Litvack, Samara Rose"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["1990-01-01T08:00:00Z"]},{"key":"dc:date.issued","label":"Date","values":["2011-12-17T08:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Communication, Professional"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis - unrestricted"]},{"key":"thesis:degree_name","label":"Degree Name","values":["MA (Master of Arts)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["public relations","PR","framing theory","content analysis","broadcast","media","Communication","Public Relations and Advertising","Social and Behavioral Sciences"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["Copyright by the authors."]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://dc.etsu.edu/context/etd/article/2587/viewcontent/LitvackS120911f.pdf","https://dc.etsu.edu/etd/1396"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["Researchers conducted a content analysis to measure framing of the public relations industry in 354 English language broadcast transcripts from the United States, Canada, and Australia from Sept. 1, 2009 to Aug. 31, 2010.
The overall tone toward public relations was strongly negative. Mentions reflected one-way forms of communication and mentions of the pejorative term \"PR\" appeared more frequently than mentions of \"public relations\". The profession was almost always mentioned within the body of the broadcast, as opposed to the headline or the lead paragraph.
Exploratory research showed 15 shows that included negative mentions 100% of the time. Additionally, 27 shows included zero positive mentions of either term. Of 251 speakers recorded during data analysis, 126 spoke of the industry negatively 100% of the time. American shows were most often negative. Stories about the public relations industry were most likely to reflect public relations as a two-way form of communication.
"]},{"key":"dc:title","label":"Title","values":["Talking Heads: How Broadcast Media Frame the Public Relations Industry."]}]}],"canonical_facts":{"dc:creator":["Litvack, Samara Rose"],"dc:date.available":["1990-01-01T08:00:00Z"],"dc:date.issued":["2011-12-17T08:00:00Z"],"dc:description.abstract":["Researchers conducted a content analysis to measure framing of the public relations industry in 354 English language broadcast transcripts from the United States, Canada, and Australia from Sept. 1, 2009 to Aug. 31, 2010.
The overall tone toward public relations was strongly negative. Mentions reflected one-way forms of communication and mentions of the pejorative term \"PR\" appeared more frequently than mentions of \"public relations\". The profession was almost always mentioned within the body of the broadcast, as opposed to the headline or the lead paragraph.
Exploratory research showed 15 shows that included negative mentions 100% of the time. Additionally, 27 shows included zero positive mentions of either term. Of 251 speakers recorded during data analysis, 126 spoke of the industry negatively 100% of the time. American shows were most often negative. Stories about the public relations industry were most likely to reflect public relations as a two-way form of communication.
"],"dc:identifier":["https://dc.etsu.edu/context/etd/article/2587/viewcontent/LitvackS120911f.pdf","https://dc.etsu.edu/etd/1396"],"dc:rights":["Copyright by the authors."],"dc:subject":["public relations","PR","framing theory","content analysis","broadcast","media","Communication","Public Relations and Advertising","Social and Behavioral Sciences"],"dc:title":["Talking Heads: How Broadcast Media Frame the Public Relations Industry."],"thesis:degree_discipline":["Communication, Professional"],"thesis:degree_level":["Thesis - unrestricted"],"thesis:degree_name":["MA (Master of Arts)"]},"updated_at":"2026-07-24T02:20:31Z"}