This chapter mention again the useful theories of communication. Those theories are very important to us, who are usually work with media such as Agenda-setting theory, Spiral of silence theory, Two-step flow theory, and the most vital is Framing theory. The definition of framing theory is "explain that the way something is presented influences how the audience perceives the topic" (Tversky &Khaneman 1981). Moreover, I am able to understand about the process of the media. First of all, the publishers, editors, or chiefs are the media gatekeeper. They have to give their decision on whether to accept or reject the story from journalist.
I am really wonder that why is bad news more attracted than the newsworthy? Is it bad news always rouse the majority of people to get to know it. That is also the reason why the media usually frame up everything to the new story and obviously it is different from original story. Nowadays, the audience become more confused in front a lot of news story from the magazines or from television. They wonder that is it the true story, can we trust this news or not? Today, there are three types of main media such as: Print, broadcast, and internet. All of those types are very popular and strong with many perspective includes public relation.
The keys's successfulness in public relation are: we must built relationships with journalists and editors because newspaper and magazine are very popular around the world. If you get the relationship with journalist who you really needs to promote your organization. Moreover, you should always give them a good quality of materials. The most important element is behavior to help you to keep in touch with journalists and this is the best source ever.
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