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This study aims to advance the theoretical and practical knowledge of political public relations, and influence that political profile of the media can have on the agenda-building process. The influences of agenda indexing are also discussed with regard to different media profiles. A quantitative content analysis was conducted to examine the influence of Polish and Russian government messages from presidents and prime ministers regarding the Smolensk plane crash on media coverage in both counties. Newspapers were categorized by political profile representing pro-government, mainstream, or opposition profile. Nearly all of the hypotheses were fully supported for the first, second, and third level of agenda building. Results of this study demonstrate that political public relations’ success and agenda indexing can be affected by a medium’s political profile, particularly in the case of opposition media. Theoretical and practical implications are discussed along with areas of future research.

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This study explores relationships between agenda building, agenda indexing (reflected through share of voice as the key variable), and agenda-setting effects, measured through the combination of public opinion survey data and quantitative content analysis. It conceptually distinguishes between the three metrics often used interchangeably in the professional discourse by advertising and media practitioners – share of voice, share of influence, and share of conversation – and explores how they could be applied in political communication research to become useful tools for agenda-setting researchers. The results of the study indicate that an increased level of nationalism serves as a significant predictor for EU policy support through the pathway of decreased pro-EU sentiment, which, on the agenda level, is reflective of pro-nationals being less supportive of the EU policies and the idea of European integration.