Issues evaluation: The case of Microsoft

Jihye Kim, Yungwook Kim

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

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 languageEnglish
Pages (from-to)76-81
Number of pages6
JournalCorporate Communications: An International Journal
Volume6
Issue number2
DOIs
StatePublished - 1 Jun 2001

Keywords

  • Advertising
  • Issues management
  • Measurement
  • Media
  • Public relations

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