Lesson 2: Media Framing and Ethics

Overview

• Focus on the role of media scanning in public relations (PR) practice.
• PR practitioners are tasked with seeing the whole picture and understanding how issues affect stakeholders.
• Media scanning helps PR practitioners serve as the ethical conscience of their organization.

Key Concepts

Media Scanning

• Core task for new PR practitioners: scan and report on media coverage.
• Reading and analyzing news is essential for understanding the broader environment.
• PR serves as the organization's "environmental scanner."

Role in Ethical Guidance

• PR practitioners provide ethical counsel to their organizations.
• Media scanning offers cues for ethical guidance.

Importance of Understanding Media Coverage

• Media Covers Organizational and Industry News

  • Yesterday's stories inform today's coverage, today's stories inform tomorrow's.
  • Example: Volkswagen's emissions scandal context in new stories.

• Beyond Immediate Issues

  • Identify emerging issues that could affect the organization.
  • Determine when to join, lead, or steer a conversation.

Responding to Social Climate

• Organizations must be aware of and respond to the social climate.
• Businesses are often asked to take a stance on social issues.
  • Example: North Carolina's bathroom bill and business responses.

Principles of Agenda Setting and Media Framing

• Agenda setting and media framing are tools for understanding media's influence.
• Aid in the role of PR as environmental scanners and ethical guides.

Summary

• Media scanning is central to PR practice and ethical guidance.
• It ensures organizations are informed and responsive to both current and potential future issues.
• Understanding media dynamics is critical for effective public relations and maintaining the organization's ethical standards.