Issues evaluation: the case of Microsoft

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.

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Year of publication:	2001
Authors:	Kim, Jihye ; Kim, Yungwook
Published in:	Corporate Communications: An International Journal. - MCB UP Ltd, ISSN 1758-6046, ZDB-ID 2029376-8. - Vol. 6.2001, 2, p. 76-81
Publisher:	MCB UP Ltd
Subject:	Media \| Issues management \| Public relations \| Measurement \| Advertising

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Type of publication:	Article
Type of publication (narrower categories):	conceptual-paper
Language:	English
Other identifiers:	10.1108/13563280110391304 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014691512