comm 339: media and public policy

Public Interest Communication (PIC)

A science-driven, strategic communication approach that creates lasting social change for the greater good.

PIC difference from Public Relations

PR serves a client or brand; PIC serves the public interest and focuses on social impact, not profit.

Five Essential Elements of Effective PIC (Christiano & Bradbery, 2025) 

Clear goal/theory of change

Understand audiences and messengers

Resonant storytelling and value-based messaging

Use effective channels and spheres

Evaluate and adjust

Six Spheres of Influence (Christiano & Bradbery, 2025)

Policy, Activism, Media, Market/Industry, Social Norms, Communities of Influence.

Transformational Advocacy (Daley-Harris)

Mobilizing citizens to pressure leaders for systemic, democratic social change.

Media Policy Literacy (Lentz)

Understanding how laws, rules, and systems shape media and public communication.

Challenges in Studying Media Policy (Lentz)

Constant tech change, interdisciplinary confusion, fragmented knowledge, unclear terms.

Media Literacy vs. Media Policy Literacy

Media literacy teaches critical consumption; media policy literacy teaches civic engagement to change media systems.

Shade’s Model of Media Policy Literacy

Analyze policy problems by asking who benefits, who decides, and who holds power.

Technological Affordances

The possibilities a technology allows users; built-in design rules that guide or limit behavior.

Control-by-Design (Twitter/X Example)

Platforms control user behavior by design decisions (e.g., paid verification, algorithmic visibility).

Media Law

Rules enforced by courts to regulate rights and actions (passed by legislatures).

Media Policy

Government strategies to achieve social/economic goals and shape media markets.

Media Regulation

Specific binding rules to implement policy goals (e.g., FCC ownership limits).

Media Governance

Collaborative process involving governments, private sector, and civil society to guide communication systems.

Media as Public Goods

Information can be shared infinitely and benefits all; doesn’t “run out” when consumed.

Market Failure

When free markets fail to protect the public good, justify state intervention.

Reasons for Regulating Media

Protect public interest, prevent monopolies, ensure competition, diversity, and localism.

Media Policy (Napoli, 2025)

Government action ensuring media systems meet society’s information needs and minimize harm while respecting free speech.

Main Challenge (Napoli)

Defining “public interest” in the digital age.

Content Regulation

Rules on what can be broadcast (e.g., obscenity, children’s programming).

Structural Regulation

Rules on who owns what to maintain competition and diversity.

Infrastructure Regulation

Oversight of networks, broadband, and access systems.

Public Policy (Rinfrent)

What government chooses to do or not do about social problems; goal-oriented decisions.

Stages of Policy-Making (Rinfrent)

Problem Identification

Agenda Setting

Policy Formulation

Policy Legitimation

Policy Implementation

Policy Evaluation

Institutional Actors

Congress, President, Courts, Bureaucracy

Non-Institutional Actors

Interest groups, media, and the public.

Agenda Setting

The process of getting an issue recognized as a policy priority.

Policy Legitimation

Approval through formal debate and voting.

Policy Implementation

Putting policies into action through government agencies (like the FCC).

Policy Evaluation

Assessing policy outcomes and suggesting improvements.

Freedman (Politics in Media Policy)

Policy-making is a political act driven by power, values, and debate — not purely evidence-based.

Media Institutions’ Role in Policy-Making

Shape public opinion, influence policy agendas, and frame policy debates.