Abstract
Abstract Public relations efforts are directed toward the news media as well as toward different stakeholder groups. In order to draw conclusions on public relations effects, the observed effects have to be related to the corresponding public relations efforts. Media effects research in public relations involves different areas of study: the relationship between journalists and public relations practitioners, the agenda‐building capacity of public relations, and direct effects of public relations messages on publics or key stakeholders. A distinctive feature of public relations effects research is the measurement of relationships. In all areas of study of public relations media effects, researchers now integrate questions on the impact of online media.
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