Abstract
The purpose of this study was to achieve objective information about how media delivered messages to cover an issue. Through the discussion of issues and issue management, the relationship between media exposure and issue handling by media was investigated and then the issue life cycle was applied to the Microsoft antitrust trial case. A new formula for measuring media exposure was also introduced for the next step of applications.
| Original language | English |
|---|---|
| Pages (from-to) | 76-81 |
| Number of pages | 6 |
| Journal | Corporate Communications: An International Journal |
| Volume | 6 |
| Issue number | 2 |
| DOIs | |
| State | Published - 1 Jun 2001 |
Keywords
- Advertising
- Issues management
- Measurement
- Media
- Public relations