Gatekeeping Applied to Public Relations - UFDC Image Array 2

121 Pages·2011·0.41 MB·English

by  Cassiano Polesi

GATEKEEPING APPLIED TO PUBLIC RELATIONS:
HOW A NEWSROOM BEHAVIOR
IMPROVES KNOWLEDGE MANAGEMENT

By

CASSIANO POLESI

A THESIS PRESENTED TO THE GRADUATE SCHOOL
OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT
OF THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF ARTS IN MASS COMMUNICATION

UNIVERSITY OF FLORIDA
2011
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© 2011 Cassiano Polesi

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To my family, with special care to my wife, Denise

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ACKNOWLEDGMENTS
I thank the 17 professionals who invested their time to share experiences about their
practices—they are informal coauthors of this work; Dr. Juan-Carlos Molleda, for his support;
Dr. Spiro Kiousis and Dr. Ronald Rodgers, for keeping me focused; Rosana Dias, João
Cumerlato, and Miriam Sanger, for their networking; Donald Cook, for his comments; Ariel
Gunn and Charlie Meyer, for helping me organize the thousands of words ahead.

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TABLE OF CONTENTS

page
ACKNOWLEDGMENTS ...............................................................................................................4
ABSTRACT .....................................................................................................................................8
CHAPTER
1 FROM JOURNALISM TO PUBLIC RELATIONS ................................................................9
Seeking Information in Journalism and in Public Relations ....................................................9
How is Gatekeeping Defined in Journalism and in Public Relations? ...................................11
A Tool to Improve Attention ..................................................................................................13
Are Public Relations Theories Blind to Important Journalism Practices? .............................14
2 LITERATURE REVIEW .......................................................................................................17
Gatekeeping in Journalism Studies .........................................................................................17
An Idea Grounded on Decades of Research ......................................................................19
Gatekeeping, a Management Task, a Filter, or Both .........................................................22
Levels of analysis on gatekeeping .....................................................................................23
Research questions .............................................................................................................28
Gatekeeping in Public Relations Studies ................................................................................30
Information Management Skills in Public Relations .........................................................33
Issues Management ............................................................................................................34
Environmental Scanning ....................................................................................................35
Boundary Spanning ............................................................................................................36
Modern and Contemporaneous Views of the Three Topics ..............................................37
3 METHODOLOGY .................................................................................................................41
Research Strategies: Method, Procedures, Sampling, and Recruitment .................................41
The Field Procedure ...........................................................................................................43
The Sampling Process and Recruitment ............................................................................44
The Research Instrument and Protocol ...................................................................................45
4 FINDINGS ..............................................................................................................................47
Sample Summary ....................................................................................................................47
RQ1: Selecting Information ....................................................................................................49
Criteria Follow Strategy .....................................................................................................49
Internal Culture Defines the Value of Communication .....................................................50
Systematic Searching of Information .................................................................................53
Criteria Follow the Client ..................................................................................................55
Criteria Follow the Market .................................................................................................56
Criteria Follow the Society ................................................................................................57
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Defensive/Offensive Strategies and New Contexts Also Set Criteria ...............................57
Gathering Information With News Providers ....................................................................59
RQ2: Evaluating the Selected Information .............................................................................61
Experience, Subjectivity ....................................................................................................61
Journalistic Flair, Sensibility .............................................................................................63
Criteria for Evaluating Information ...................................................................................65
Knowledge as a Social Activity .........................................................................................65
Other Perceptions Enhance Evaluations ............................................................................66
RQ3: Sharing Knowledge .......................................................................................................67
Informal Sharing of Knowledge ........................................................................................67
Systematic Ways of Sharing Knowledge ...........................................................................69
Unexpected Findings ..............................................................................................................74
Marketing ...........................................................................................................................74
Human Resources ..............................................................................................................75
Public Relations .................................................................................................................76
Research and Relationship Building ..................................................................................76
Low Profile Communication..............................................................................................76
Outline Disguised the Purpose of the Interview ................................................................77
5 DISCUSSION AND CONCLUSION ....................................................................................78
Implications of Gatekeeping in Corporate Communication ...................................................79
Gatekeeping and Management Efficiency .........................................................................80
Gatekeeping, Structure and Agency ..................................................................................81
Corporate Opinion or Positioning ......................................................................................83
Systematic Information ......................................................................................................84
The Communications and Public Relations Functions ......................................................85
Marketing, Human Resources, Policies .............................................................................86
Gatekeeping and Research .................................................................................................86
Limitations and Future Research ............................................................................................87
Nonbusiness Organizations ................................................................................................87
Differences Among Countries ...........................................................................................87
Internal Culture ..................................................................................................................88
Decision Making ................................................................................................................89
Conclusion... ...........................................................................................................................90

APPENDIX
A INTERVIEW REQUESTING ................................................................................................91
B INTERVIEW OUTLINE ........................................................................................................92
C RESEARCH INSTRUMENT .................................................................................................93
D INTERVIEW #1 .....................................................................................................................94
E INTERVIEW #2 .....................................................................................................................95
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F INTERVIEW #3 .....................................................................................................................96
G INTERVIEW #4 .....................................................................................................................97
H INTERVIEW #5 .....................................................................................................................99
I INTERVIEW #6 ...................................................................................................................100
J INTERVIEW #7 ...................................................................................................................101
K INTERVIEW #8 ...................................................................................................................102
L INTERVIEW #9 ...................................................................................................................103
M INTERVIEW #10 .................................................................................................................104
N INTERVIEW #11 .................................................................................................................105
O INTERVIEW #12 .................................................................................................................106
P INTERVIEW #13 .................................................................................................................107
Q INTERVIEW #14 (WRITTEN) ...........................................................................................109
R INTERVIEW #15 .................................................................................................................110
S INTERVIEW #16 .................................................................................................................111
T INTERVIEW #17 .................................................................................................................113
U NUMERIC SUMMARY OF FINDINGS ............................................................................114
LIST OF REFERENCES .............................................................................................................116
BIOGRAPHICAL SKETCH .......................................................................................................121
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Abstract of Thesis Presented to the Graduate School
of the University of Florida in Partial Fulfillment of the
Requirements for the Degree of Master of Arts in Mass Communication

GATEKEEPING APPLIED TO PUBLIC RELATIONS:
HOW A NEWSROOM BEHAVIOR
IMPROVES KNOWLEDGE MANAGEMENT

By

Cassiano Polesi

May 2011

Chair: Juan-Carlos Molleda
Major: Mass Communication

Gatekeeping is the idea behind the making of news and is a well-known behavior in
newsrooms worldwide. The leading purpose of this thesis is to analyze whether the gatekeeping
process applies to non-news organizations. The goal is to help public relations practitioners
manage strategic information by discussing ways to improve their ability to gather and share
knowledge. Journalism studies has embraced gatekeeping since the 1950s, but the idea has so far
not been used in public relations theories as a management model. This thesis brings together
several views on gatekeeping from journalism, compares the ways it is analyzed in the public
relations field, and looks for analogies in three other branches of discussion in public relations:
issues management, environmental scanning, and boundary spanning. The fieldwork consists of
16 in-depth phone interviews with top managers and middle managers involved in handling
information for their communication areas or business units. The interviews question how
participants select, evaluate, and share strategic information. The work assumes that gatekeeping
exists in corporations, but that it is not as clear or as valued in corporations as it is in newsrooms.
Nevertheless, the gatekeeping role has the potential to strengthen corporate knowledge and
public relations management.
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CHAPTER 1
FROM JOURNALISM TO PUBLIC RELATIONS
This study aims to explore how the journalism practice of gatekeeping applies to public
relations. Gatekeeping is a newsroom working feature that journalists and journalism scholars
use to define and name the judgment behind the act of gathering, filtering, and evaluating
information in order to hold it back, or move it forward to others in a decision chain. Hence, this
study seeks to apply the newsroom gatekeeping metaphor within non-news organizations,
meaning companies handling any markets other than journalism.
Seeking Information in Journalism and in Public Relations
Gatekeeping is the function behind news making, so it is a model well known to journalists
and publishers. In fact, it is the basis of daily work in news outlets worldwide, no matter the
medium used as output. The gatekeeping idea is inherent not only to journalism but to any
decision-making action, which is dependent on information gathering, selecting, and analyzing.
Indeed, the concept is viewed in the social sciences as a metaphor for any turning point decision,
made by anyone, who is then the gatekeeper of that message or piece of information. Thus, this
thesis extrapolates from these sources—journalism and social sciences—the understanding of
gatekeeping as the fundamental act responsible for building awareness and meaning, concepts
related to what is labeled by business scholars as knowledge management. Knowledge means
understanding information, the ability to learn about or be aware of something. So the goal here
is to explore gatekeeping as the basis of a knowledge management model for public relations,
despite remaining linked to how the idea is exercised in journalism, and by journalists.
This analysis advances by comparing arguments from the fields of journalism and public
relations. Journalism studies contribute to the development of gatekeeping by embracing this
concept originally conceived in a social science setting. This thesis then applies the current
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journalistic rationale of gatekeeping to three topics commonly discussed in public relations
studies, topics referred by the following terms: boundary spanning, environmental scanning, and
issues management. Among other ideas in the field, these three constructs share some likenesses
and compatibilities with gatekeeping because they are also used to seek, select, and work to
understand information. However, it should be observed that public relations theories do not
address gatekeeping from a management angle, that is, the hunting for information and the effort
to interpret its meanings as journalism implicitly does. Rather, public relations scholars usually
cite the idea to describe the role of journalists or news outlets as a filter between corporate
information and its external publics. This work aims to discuss these contrasting views of
gatekeeping, assuming the approach has a significant impact on both public relations theories
and practices. By incorporating a wide understanding of gatekeeping, public relations theories
could offer better support to communication methods and routines in organizations.
About communication concepts. To avoid the misunderstanding of equal concepts named
differently, this study embraces and adapts the definitions suggested by Shoemaker and Vos (2009):
The stuff being moved about in the gatekeeping process is to be called information.
Occasionally we refer to units, bits, or even items of information, but our purpose is
to describe the flow of information in general terms. The information is generally
about events. When the mass media aggregate information for presentation to the
audience, we call these messages. Messages can include news, opinion, features,
video, and more. Messages that actually become news are news items. (Shoemaker
& Vos, 2009, p. 5, italics in the original)
In addition, Shoemaker and Vos describe mass media as "organizations that transmit information
to many people" (2009, p. 5), a definition too broad for the purposes of this study, because all
non-media organizations also transmit information to people. Thus, this thesis makes a marketing
distinction between news organizations and non-news organizations based on the messages they
handle, which attend to distinct publics needs: news messages and corporate messages. The
former are produced in environments driven by a journalistic mind set focusing on a consumer
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