Evaluating media exposure: Applying advertising methods to publicity measurement

Yungwook Kim, Jihye Kim, Jungki Park, Youjin Choi

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


Tests new proposed tools for measuring media exposure in a crisis management situation. A theoretical formula based on a literature review is applied to two crises: the TWA 800 crash and the ValuJet 592 crash. The application of the proposed formula was generally successful. The outcomes showed that diverse comparisons of media exposure are possible through the new methods.

Original languageEnglish
Pages (from-to)136-144
Number of pages9
JournalCorporate Communications: An International Journal
Issue number3
StatePublished - 1 Sep 1999


  • Crisis management
  • Evaluation
  • Exposure
  • Measurement
  • Media
  • Publicity


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