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Issues Management

  • Issues Management
    • Skilled balance of four functions
      • Strategic planning, mindful of public policy trends
      • Scanning, monitoring and analyzing issues
        • Scan environment for arising issues
        • Identify and understand progressing issues
        • Monitor their development and trends
        • Learn what course of action is best
      • Communicating for good offense and tough defense
      • Being sensitive and adapting to changing standards of organizational responsibility.

      • Two goals
        • One for long-range goals
        • One for crises
          • Must consider the total array of activities in context of publics’ expectations and viewpoints
          • Must imagine events that could become crises and then plan for them
  • Issues
    • A contestable point, a difference of opinion regarding fact, value or policy
      • For organization, issues that concern the self-interests of key stakeholders to support or oppose its actions or policies
    • Importance to organization is its potential to impact future operations

  • Scanning for issues
    • Constantly watching for issues to emerge and become salient
      • Reports, scientific conclusions and discoveries, concerns
        • News reports, social media, reports of scholarly research, opinion publications, books, trade publications, etc.
        • Advocates, governmental agencies, industry leaders, offending organizations, community leaders, etc.
      • Gather data for benchmarks to extrapolate opinion shifts

  • Issue Tracking
    • Once approved, begin tracking your issue
      • Google Alerts