Public Relations in a Hyper-Connected World

 Written by Grace McGregor

30/05/25

The public relations profession, often misunderstood and at times maligned, stands at a crucial juncture in the 21st century. As the world continues to grow and evolve, contemporary PR practitioners navigate a complex landscape shaped by rapid technological advancements, evolving media consumption habits, and an increasingly discerning global public. This blog post will critically analyse five core concepts within public relations through a theoretical lens, demonstrating their practical application in today's hyper-connected world.

Figure 1: Produsage Diagram (Produsage.org, 2002)

Jürgen Habermas's concept of the public sphere envisioned a space for debate, ideally fostering informed public opinion (Habermas, 1989). Historically, this sphere was largely mediated by traditional institutions like newspapers and town halls. In the modern era, the digital age has caused the public sphere to become fragmented and disconnected (Papacharissi, 2002). Connecting to produsage, a theory coined by Axel Bruns - where production and consumption merge - Social media platforms, citizen journalism, and independent online communities where the community both produces and consumes available media have democratised content creation and dissemination, yet they also present challenges of misinformation, echo chambers, and the erosion of trust in established institutions (Bruns, 2018).

 

For instance, consider the impact of X (formerly Twitter) during a major news event. While it can facilitate immediate information sharing and foster collective action, it also becomes a breeding ground for rumour and unverified claims (Tandoc, Lim, & Ling, 2018). Public relations professionals must now engage with a multitude of digital public spheres, understanding their unique dynamics and the varying levels of scrutiny applied to information. For example, PR campaign launching a new eco-friendly product needs to anticipate and address discussions not just from traditional media outlets but also from environmentally conscious online forums, TikTok influencers, and Facebook groups, each with its own "public" and communication norms. The challenge lies in fostering genuine dialogue and managing reputation across these diverse digital spaces (Chadwick, 2013).

 

The agenda-setting theory, posited by Maxwell McCombs and Donald Shaw, suggests that the media doesn't tell us what to think, but rather what to think about (McCombs, 1972). Traditionally, this power rested with established news organisations acting as gatekeepers, determining which issues gained prominence. However, the rise of algorithmic curation on platform like Facebook, Google, and YouTube has significantly altered this dynamic (Napoli, 2014). While traditional media still holds sway, these algorithms now play a powerful role in shaping individual and collective agendas.

 

Take, for instance, the spread of health information during a pandemic. While reputable news organisations report on official guidelines, algorithms on social media might inadvertently amplify misinformation or alternative viewpoints, based on user engagement metrics rather than factual accuracy (Tufekci, 2015). For PR, this means understanding that a press release picked up by a major newspaper is no longer the sole determinant of an issue's prominence. Strategists must consider how their messaging will be perceived and amplified (or suppressed) by algorithms. This includes optimising content for search engines, engaging with influencers who have algorithmic reach, and actively monitoring online discussions to identify and address potential misinterpretations before they gain algorithmic traction (Gillespie, 2014). Public relations is no longer just about getting into the news; it's about navigating the complex, often opaque, mechanisms that decide what is news for individual users.

 

George Gerbner's cultivation theory argues that prolonged exposure to media, particularly television, shapes our perceptions of reality (Gerbner, 2002). Heavy viewers, he contended, tend to adopt beliefs and attitudes that align with the dominant narratives presented by media. In an era of streaming services, pervasive social media, and 24/7 news cycles, the cultivation effect is potentially more potent than ever, though perhaps more fragmented (Morgan, 2015). Consider the ongoing global discourse around climate change. Media narratives, whether through documentaries, news reports, or even fictional shows, can cultivate a sense of urgency and concern, or conversely, downplay its severity or promote denialist views. A corporation seeking to demonstrate its commitment to sustainability must understand these cultivated perceptions. Their public relations efforts cannot simply state facts; they must actively contribute to and shape the prevailing media narrative. This might involve sponsoring educational content, partnering with environmental organisations for documentaries, or showcasing tangible actions that align with a positive, proactive stance on climate issues (Anderson, 2009). The goal is to cultivate a public perception that aligns with the organisation's values and actions, moving beyond mere information dissemination to shaping deeper societal understandings.

 

Framing theory, as explored by scholars like Erving Goffman and Robert Entman, suggests that the way information is presented, or "framed," significantly influences how it is interpreted by an audience (Entman, 1993). Frames highlight certain aspects of an issue while downplaying others, thereby shaping public understanding and opinion. In public relations, framing is a deliberate and crucial strategy for managing perceptions and guiding public discourse (Goffman, 1974).

 

Think about the differing frames used to describe economic policies. One political party might frame a tax cut as "stimulating the economy and creating jobs," while an opposing party might frame it as "benefiting the wealthy at the expense of public services." Both might be factually accurate in their descriptions, but the chosen frame elicits distinct emotional and cognitive responses. In public relations, this means carefully selecting language, metaphors, and visual cues to present an organisation or issue in a desired light (Matthes, 2009). When a pharmaceutical company announces a new drug, for instance, the PR team will meticulously frame the announcement to emphasise its benefits to patients and scientific innovation, rather than focusing solely on its cost or potential side effects (Chong, 2007). This deliberate crafting of narrative is essential for shaping favourable public opinion and navigating complex ethical considerations.

 

Figure 2: Framing Theory in Action (MacLeod, 2020)

Everett Rogers's diffusion of innovations theory explains how new ideas, practices, and products spread through social systems (Rogers, 2003). It identifies different adopter categories, from "innovators" to "laggards," and outlines factors influencing the rate of adoption, such as relative advantage, compatibility, complexity, trialability, and observability (Dearing, 2018). In contemporary public relations, especially in the context of technological advancements and social change, understanding diffusion is paramount.

 

Consider the rapid adoption of contactless payment systems or electric vehicles. Public relations campaigns for such innovations don't just target a broad audience; they strategically aim to influence different adopter categories (Greenhalgh, 2004). Early campaigns might focus on innovators and early adopters by highlighting cutting edge features and environmental benefits, often leveraging tech influencers and niche publications. As the innovation gains traction, PR shifts to demonstrate compatibility with existing lifestyles and ease of use for the early majority, often through mainstream media and testimonials from everyday users. For electric vehicles, this means showcasing not just their environmental credentials but also their growing charging infrastructure and improving battery life (Wejnert, 2002). Public relations play a critical role in accelerating the diffusion process by addressing perceived barriers and amplifying the advantages of the innovation at each stage of its adoption cycle.

 

The public relations profession in the global media landscape is undeniably dynamic and multifaceted. As demonstrated through the critical analysis of the public sphere, agenda-setting, cultivation, framing, and diffusion of innovations, PR practitioners must possess a sophisticated understanding of communication theories to effectively navigate the complexities of contemporary global media and communication. Beyond publicity, successful public relations in the 21^st century demands a theoretical grounding that informs strategic engagement, fosters genuine dialogue, and contributes to shaping a more informed and engaged public.

 

References

Anderson, A. (2009). Media, politics and climate change: Towards a new research agenda. Sociology Compass.

Bruns, A. (2018). Gatewatching and News Curation: Journalism, Social Media, and the Public Sphere.

Chadwick, A. (2013). The Hybrid Media System: Politics and Power. Oxford University Press.

Chong, D. &. (2007). Framing theory. Annual Review of Political Science.

Dearing, J. W. (2018). Diffusion of Innovations Theory, Principles, and Practice. Health Affairs.

Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication.

Gerbner, G. G. (2002). Growing up with television: Cultivation processes. Media Effects: Advances in Theory and Research.

Gillespie, T. (2014). The relevance of algorithms. Media Technologies: Essays on Communication, Materiality, and Society: MIT Press.

Goffman, E. (1974). Frame Analysis: An Essay on the Organization of Experience. Harvard University Press.

Greenhalgh, T. e. (2004). Diffusion of innovations in service organizations: Systematic review and recommendations. The Milbank Quarterly.

Habermas, J. (1989). The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society. MIT Press.

MacLeod, A. (2020, September 3). Great example of how powerful media framing can be. Retrieved from X: https://x.com/AlanRMacLeod/status/1301275702755504129

Matthes, J. (2009). What's in a frame? A content analysis of media framing studies in the world's leading communication journals. Journalism & Mass Communication Quarterly.

McCombs, M. E. (1972). The agenda-setting function of mass media. Public Opinion Quarterly.

Morgan, M. S. (2015). Yesterday’s new cultivation, tomorrow. Mass Communication and Society.

Napoli, P. M. (2014). Automated media: Algorithmic media production and the case of the narrative science. Digital Journalism.

Papacharissi, Z. (2002). The virtual sphere: The internet as a public sphere. New Media & Society.

Produsage.org. (2002, January 2). Picturing Produsage. Retrieved from Produsage.org: https://produsage.org/node/13

Rogers, E. M. (2003). Diffusion of Innovations. Free Press.

Tandoc, E. C., Lim, Z. W., & Ling, R. (2018). Defining ‘Fake News’: A typology of scholarly definitions. Digital Journalism.

Tufekci, Z. (2015). Algorithmic harms beyond Facebook and Google: Emergent challenges of computational agency. Colorado Technology Law Journal.

Wejnert, B. (2002). Integrating models of diffusion of innovations: A conceptual framework. Annual Review of Sociology.