Analyzing media valence shifts: The association between a U.S. PR firm's engagement and Kenya's portrayal in U.S. media

This study examines the association between the engagement of a U.S.-based PR firm by the Kenyan government and subsequent shifts in the tone of news coverage in four major U.S. media outlets. Through quantitative content analysis, the study identifies discernible shifts toward more positive reporting about Kenya during the period of PR firm involvement. By carefully delineating the association between PR engagement and changes in media portrayal without asserting direct causality, this research underscores the significance of strategic PR activities in influencing media narratives. The findings illustrate the intricate dynamics between international public relations practices and media framing, contributing valuable insights into the potential impact of PR efforts on national image cultivation in a global context.