Investigating the relationship between three religious organisations' media relations outputs and news media reports through two propaganda model filters

Investigating the relationship between three religious organisations' media relations outputs and news media reports through two propaganda model filters

This research project investigates the effect of media relations as a public relations tactic undertaken over a 12-month period by three faith-based organisations in Australia: Hillsong Church, Australian Federation of Islamic Councils, and Australian Christian Lobby. The aim is to determine the effectiveness of media relations as a strategic management function to help enhance these organisations' image or deflect criticism, through the lens of two filters from Herman and Chomsky's Propaganda Model: flak and official sources. The research utilises a qualitative approach within an interpretivist paradigm to compare the media output of the three organisations via a sentiment analysis, and in turn report the findings through an embedded multiple case study. This involves coding and categorising the media releases and corresponding news reports based on predetermined criteria, with sentiment analysis techniques applied to assess the tone and sentiment of the news coverage. This analysis aims to uncover any potential biases or influences exerted by the two filters on the news media's portrayal of each religious organisation. This research project contributes to the relatively unexplored area of public relations in the context of religious organisations, with the application of Herman and Chomsky's Propaganda Model filters as a novel approach. While previous studies have examined the use of public relations by religious groups, this study is unique in its focus on the specific tactic of media relations and its effectiveness as a strategic management function. The potential implications of this research provide a framework with which to measure the effectiveness of an organisation’s media relations output and its subsequent news media reporting, as part of a strategic management function. For organisations engaging in media relations as a strategic management function, the research demonstrates that proactive engagement with the media can externally and independently result in news reporting, although the sentiment of any such reporting cannot be controlled. The findings of this study will be of value to public relations practitioners and communication scholars alike and contribute to a broader understanding of the role of media relations in shaping public discourse and perceptions, particularly in the context of religious and ideological narratives.

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