Did you get my message? Transferring public relations messages to broadcast media discourse

How well do public relations practitioners place their dominant frames in media discourse?This research is an exploratory examination of this issue through a comparison of public relations and broadcast frames during a televised sport event. The research confirms that practitioners do influence media discourse; however, their influence is qualified predominately by receiver needs. This analysis found that dominant public relations frames do not automatically transfer to broadcast frames, and if transferred, public relations frames are often modified in the process. Based on these findings, a refined conceptualisation of power in frames is presented that suggests practitioners should develop frames from a receiver-based perspective in order to better guide and control a frame’s transfer into media discourse.