“…Literature in the field has emphasized 'organizational framing' (p. 211) in conjunction with theories of agenda setting (Kiousis & Shields, 2008;Knight, 1999;Sallot & Johnson, 2006), and framing has often been approached as a tool for issue management (Darmon et al, 2008;Gallagher, Fontenot, & Boyle, 2007;Kent, 2008) and for constructing relatable messages (Hiebert, 2003;Lundy, 2006;Reber & Berger, 2005). Scholarly interrogations of framing in public relations have employed various forms of frame analysis applied to organization-generated frames (Gallagher et al, 2007;Kiousis & Shields, 2008) or media content frames (Cho & Gower, 2006;Curtin & Rhodenbaugh, 2001;Entman, 2007;Perkins, 2005;Sallot & Johnson, 2006;Zoch & Molleda, 2006).…”