Building the news media agenda on the environment: a comparison of public relations and journalistic sources

Abstract

Critics have accused public relations practitioners of providing materials to journalists that promote an environmental backlash agenda and lack news value. This content analysis study compares two types of information subsidies provided to members of the Society of Environmental Journalists: public relations materials mailed to members and news tipsheets put together by SEJ for the use of their members. Results suggest that although the critics’ charges have some merit, the preponderance of materials promoting a backlash agenda stem from just a few public relations sources. Additionally, although the news tipsheets possessed more overall news value, the public relations materials possessed more overall news utility for journalists.