The value of agenda-setting in media relations: Examining how the Business Community Anti-Poverty Initiative used agenda-setting to leverage its role as a policy actor in New Brunswick’s 2014 provincial election

Abstract

This case study explores how and to what extent the Business Community Anti‑Poverty Initiative (BCAPI), in Saint John, New Brunswick, used agenda-setting in media relations leading up to the 2014 provincial election. Research, including interviews with three people involved with BCAPI, a literature review, an analysis of media coverage, and a review of BCAPI’s strategy, indicated that BCAPI proactively engaged the provincial daily print newspaper, the Telegraph-Journal, to help influence party platforms and public interest on poverty reduction and ultimately received $300,000 in provincial funding for its initiatives.

Keywords: media relations, agenda-setting, policy actors, framing, elections