A new study has found that media framing, influenced by public relations efforts, can potentially alter international perceptions of nations.

The findings by Spiro Kiousis, University of Florida College of Journalism and Communications Public Relations professor and executive associate dean, Miami University Assistant Professor Phillip Arceneaux, Ph.D. 2019, and University of Nebraska Associate Professor Dane Kiambi are featured in “Analyzing Media Valence Shifts: The Association Between a U.S. PR Firm’s Engagement and Kenya’s Portrayal in U.S. Media” to be published in Public Relations Review, Vol. 50, Issue 4, Nov. 2024.

The authors examined the association between the engagement of a U.S.-based PR firm by the Kenyan government and subsequent shifts in the tone of news coverage in four major U.S. media outlets. Through quantitative content analysis, their study identified discernible shifts toward more positive reporting about Kenya during the period of PR firm involvement.

According to the authors, “The findings of this study underscore the significant implications for international public relations and public diplomacy, particularly for nations in post-conflict reconstruction aiming to restore their global standing. The observed shifts in media valence, from negative to less negative coverage, highlight the pivotal role of public relations in reshaping a country’s international image.”

They add, “Such transformations in media portrayal can have profound effects on foreign policy decisions, international aid, and investment flows into Kenya. This underscores the power of media framing in influencing international perceptions and the consequential political and economic engagements that shape a nation’s recovery and growth on the global stage.”

Posted: July 15, 2024
Category: Alumni News, College News
Tagged as: International Research, Phillip Arceneaux, Public Relations Review, Spiro Kiousis