Five earlier studies directly relate to the current research focus: the examination of the use of the term “public relations” and/or related euphemisms by the news media. Previous researchers focused on print, broadcast, or both. Related articles have examined the portrayal of public relations practitioners and other communications professionals in fictional television programming, films, or novels, while others have investigated the perceptions of public relations practitioners by journalists and the public at large. Considering the recent research revealing the negative public opinion held against public relations and its practitioners (Callison, 2001; Callison, 2004; Callison & Zillmann, 2002; Jo, 2003; Sallot, 2002;), how the media present the PR industry and its professionals is of key importance and may help explain the poor perception. An investigation of media portrayal and its influence on audience attitude and opinion necessarily is grounded in research conducted in priming and framing.