engleski

Implementing Framing in Public Relations: Reporting on Climate Change as an Example

As a theoretical approach, framing is a useful basis for understanding the information acceptance and selection process as well as opinion-making process. In this regard, frames are mental maps that we use for managing a large quantity of information. Framing is widely used in communication sciences, including public relations. As media function as a means of reaching out to the public, the public relations content is often a subject of analysis. This paper explores framing as an approach in the research of public relations and media contents. The authors use reporting on climate change as an example and present an overview of the studies on the subject published so far. They are focused on public relations and lobbying and their role in the creation of the frames used in climate change reports. The paper points at the specific frames that can be found in press releases and explains the role of public relations in the media content creation process. Framing suggests itself as a theoretical basis for analyses of interconnection of press releases and public opinion ; indirectly, it can contribute to understanding the impact that public relations have on targeted segments of the public, resulting from their relations with media.

framing ; media frames ; public relations ; lobbying ; climate change

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