By setting and/or framing the agenda, PR professionals seek to direct the public's attention. Not only that, but they can also use these strategies to cement various topics in the public consciousness. In a way, this is how successful PR is measured.

Media facts are highly dependent on several factors. Meanwhile, the topic of agenda-setting is attracting growing interest and is becoming increasingly relevant, with a strong link between the issues that are prominent in the media and how the public rates the importance of the issues facing society.

The Power of the Media

Media content can't necessarily tell the public what to think. However, it can "tell" the public what topics to think about. In addition, the media also has the power to influence what the public thinks about a particular issue. In the right circumstances, this will also affect what they believe should happen about the issue.

Agenda-setting is a process in which PR professionals draw the media's attention to issues through a variety of interaction strategies. It is based on the assumption that frequent media references to certain issues will cause a large segment of the public to perceive those issues as more important than others.

Structuring the Agenda

As far as framing is concerned, PR professionals are not simply providing information to benefit a particular issue, but to win over the public. media attention. They also pay attention to assessing how a particular piece of coverage could best advance their objectives on any given issue. For any PR campaign, the aim is to do more than set the agenda. Because the framing will be the one that shapes public consensus on an issue. It suggests potential actions and/or promotes certain legislation, seeking to ensure that the information is considered relevant and that the media presents it in an engaging way.

In other words, the aim of PR mediation with the media is to frame and prepare information, and PR professionals take extreme care in selecting the words, visuals and medium of the message to be disseminated, which is vital if PR campaigns and their attempts to frame issues are to succeed in highly competitive environments.

However, this is not to say that all organizations will have the same opportunity or resources available to ensure that the media use their framing of an issue. However, with good public relations, the chances grow exponentially.