Application of Framing Theory in Public Relations: An Analysis on Rhetorical Perspective

This study seeks to identify drawbacks in framing theory from the perspective of public relations and rhetoric. To explore, this paper resorted to rhetorical theories and tools to make the theory more effective with an intent to contribute to the broader field of public relations and practices. Framing theory is a widely used approach for public relations practitioners in designing successful strategies for public relations endeavors. In other words, framing theory provides a skeleton about how information is shaped and presented before audiences. Although public relations practitioners heavily rely on the theory, one of the pitfalls of the theory is that its use raises important dilemmas about ethical bias for PR practitioners. As a remedy, I draw upon Robert L. Scott’s three ethical guidelines—Toleration, Will, & Responsibility—derived from the claim that “Rhetoric is Epistemic” as a means to address this gap in framing theory.