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A Longitudinal Time Series Analysis of the Foreign Affairs Issue: Agendas of the President, the Media, the Public
Unformatted Document Text:  Presidential PR efforts and Foreign Policy 14 Presidential Public Relations Activities Regarding the Foreign Policy Issue This section examines the second research question, namely, how did the presidents, specifically through public relations efforts (as noted in the Public Papers of the Presidents), structure interpretations and presentations of issue and event information over time? Furthermore, this section examines the third research question, how did the relationships of these agendas differ during the two administrations included in the study? As with the media’s structuring of issues and events, the presidential public relations efforts analysis examines and integrates three aspects information restructuring of the foreign policy issue from 1989 to 1996 to determine how new information and changing public relations interpretations of foreign policy information defined and drove the issue through time. Presidential public relations content. From January 1989 to December 1992, as documented in the Public Papers of the Presidents, President Bush engaged in 1,066 public relations activities, or 46% of the reported total for the period of the study (96 months). President Clinton engaged in 1,233 public relations activities, or 54% of the total for the period of the study, thus indicating a close split in amount of foreign policy related public relations efforts between the two presidents. This makes for a total of 2,299 foreign policy public relations activities for the combined administrations analyzed in this study. Issues of foreign policy. The major public relations issues are efforts dealing with general foreign policy, which account for 38.66% of all coverage, followed by efforts regarding trade, which account for 12.20%, and terrorism, accounting for 10.19%. These issues, combined with arms control (8.89%), peace keeping (7.64%), military/defense (6.48%), and Mid East peace (3.88%), account for over eighty-eight percent of the coverage, and the top ten issues account for 95% of total foreign policy public relations efforts. Table 6 shows the percentage of public relations activities for each of the top 15 issues.

Authors: Mitrook, Michael.
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Presidential PR efforts and Foreign Policy
14
Presidential Public Relations Activities Regarding the Foreign Policy Issue
This section examines the second research question, namely, how did the
presidents, specifically through public relations efforts (as noted in the Public Papers of
the Presidents), structure interpretations and presentations of issue and event information
over time? Furthermore, this section examines the third research question, how did the
relationships of these agendas differ during the two administrations included in the study?
As with the media’s structuring of issues and events, the presidential public relations
efforts analysis examines and integrates three aspects information restructuring of the
foreign policy issue from 1989 to 1996 to determine how new information and changing
public relations interpretations of foreign policy information defined and drove the issue
through time.
Presidential public relations content. From January 1989 to December 1992, as
documented in the Public Papers of the Presidents, President Bush engaged in 1,066
public relations activities, or 46% of the reported total for the period of the study (96
months). President Clinton engaged in 1,233 public relations activities, or 54% of the
total for the period of the study, thus indicating a close split in amount of foreign policy
related public relations efforts between the two presidents. This makes for a total of
2,299 foreign policy public relations activities for the combined administrations analyzed
in this study.
Issues of foreign policy. The major public relations issues are efforts dealing with
general foreign policy, which account for 38.66% of all coverage, followed by efforts
regarding trade, which account for 12.20%, and terrorism, accounting for 10.19%. These
issues, combined with arms control (8.89%), peace keeping (7.64%), military/defense
(6.48%), and Mid East peace (3.88%), account for over eighty-eight percent of the
coverage, and the top ten issues account for 95% of total foreign policy public relations
efforts. Table 6 shows the percentage of public relations activities for each of the top 15
issues.


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