Mass media has four theories that affect the relevance for public relations. These theories are known as the Agenda Setting, Media Dependency, Framing, and Cultivation Theories.

The Agenda Setting theory is media, by the selection of stories and headlines. It is the process of telling the public what to think about, but not exactly what to think. In accordance to a social scientist, Joseph Klapper, this is labeled the “limited effects” model of mass media. According to his model, “Mass media does not serve as a necessary and sufficient cause for audience effects, but rather functions among and through a nexus of mediating factors and influence.”

Media Dependency is in effect the formation of opinions and/or attitudes to a subject without prior information and attitude disposition regarding the subject. This is where the Mass Media plays an integral role in telling the public what to think. The effects of this are also increased when the public has no personal experience to base the subject at hand on. This makes them highly dependent on the Mass M

Persuasion is a useful tool in PR. There are three objectives in persuasion, these are, change or neutralize hostile opinions, crystallize latent opinions and positive attitudes, and conserve favorable opinions. The most difficult objective to accomplish is turning hostile opinions into favorable ones. Once someone’s mind has been made up and clouded with irreversible logic it is hard the turn them on their standpoint. However, there are certain factors used in persuasive communication to help with the problem. These are known as audience analysis, source credibility, appeal to self interest, clarity of message, timing and context, audience participation, suggestions for action, content and structure of messages, and persuasive thinking. (p. 184)

Your public relations firm has volunteered to organize a public information campaign. Explain what you would do in each of the following categories that relate to the structure and content of persuasive messages: drama, statistics, examples, testimonials, endorsements, and emotional appeals.

Some topics in this essay:
Media Theory, SEC Insider, Lake City, Public Relations, Mass Media, Trade Commission, FTC SEC, , Joseph Klapper, Framing Theory, public relations, mass media, press releases, press kit, public relations people, newspapers usually, people regulations, federal trade, objectives persuasion, information timely matter, telling public, relations people regulations, securities exchange, securities exchange commission, relevance public relations,