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Issues evaluation: The case of Microsoft

Title
Issues evaluation: The case of Microsoft
Authors
Kim J.Kim Y.
Ewha Authors
김영욱
SCOPUS Author ID
김영욱scopus
Issue Date
2001
Journal Title
Corporate Communications: An International Journal
ISSN
1356-3289JCR Link
Citation
vol. 6, no. 2, pp. 76 - 81
Keywords
AdvertisingIssues managementMeasurementMediaPublic relations
Indexed
SCOPUS scopus
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. © 2001, MCB UP Limited
DOI
10.1108/13563280110391304
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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