Advancing agenda building
Exploring causal relationships
This study tested the three levels of agenda building using an experimental design to identify possible causal relationships. This research contributes to the study and practice of political public relations by examining the process by which an issue is created and transferred to the public. Results indicate various support for agenda building including overall issue salience and issue attribute salience. The study also tested the compelling arguments hypothesis and found strong support for attribute salience contributing to overall issue salience. These findings are important for political public relations practitioners as it demonstrates that contextual issue attributes increase issue salience for the public.
Keywords: political public relations, agenda building, causal relationships, experiment
Published online: 29 March 2018
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