Evaluating the public information: Shaping news coverage of the silicone implant controversy

Public information officers work to develop and transmit policy actors' frames through the media to the public. We examined their effectiveness during the 1991-92 silicone breast implant controversy, which involved a major corporation, the medical community, and citizens' activist groups. After determining policy actor frames via press releases, we analyzed their occurrence in six major newspapers. This study used a computer-assisted content analysis program that allowed the authors to examine the relationship among the policy actors' and media frames rather than merely counting occurrences of key terms. The medical community's frame occurred most frequently and centrally in news coverage, while activists remained on the margin of discourse. The findings suggest that news media tend to rely on frames that the most influential policy actors provide, which will often render large institutions the most influential policy actors. Public information officers should seek innovative ways to transmit frames regarding health and policy issues in order to enhance the public's understanding. Julie Andsager is an assistant professor in the Edward R. Murrow School of Communication at Washington State University. Leiott Smiley recently completed a master's degree in the College of Mass Communication at Middle Tennessee State University.