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Grounded in first- and second-level agenda building, this study examined the role of political public relations in contributing to the news media agenda during the 2010 Florida Senate Election. Object salience was explored in terms of the salience of issue and stakeholder groups in communication messages, and attribute salience was explored in terms of issue frames and candidate attributes in multiple information subsidies and news content. Ten different types of public relations messages (traditional and online/social media messages) were collected to study the agenda-building role of political public relations. A total of 1,503 public relations messages and 709 state newspaper stories were analyzed. The findings offered support for agenda building with both object and attribute levels of salience between candidate information subsidies and news coverage. Some notable differences were observed across the different types of information subsidies. The findings confirm the key role of public relations in agenda building for object and attribute salience in political campaigns. [ABSTRACT FROM AUTHOR]