Act ahead of the crisis
The former U.S. Secretary of State Henry Kissinger said it quite simply: “An issue ignored is a crisis invited”. Companies therefore need to be aware of uncertainties and unforeseeable events in their environment at an early stage.
Issues management means early recognition of political, economic, or social risks that will affect companies in the medium term and possibly affect their business activities. The resulting communication and/or correspondingly adapted business policy are a central part of this process.
Forward-looking management of communications must start in advance of opinion formation issues when it wants to actively manage sensitive issues. W. Howard Chase, an American PR specialist, developed the concept of Issues Management in the early 1980s. He recognized early on the damage that public debates can do to companies if they are not appropriately seen in advance and handled in terms of communication.
Issues are topics of public interest with enormous potential for conflict; they arise whenever a group or organization identifies a problem and decides to act.
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Typical issues are:
Information-
management
delivers the success
Issues management needs an information system that identifies risks and conflicts early on, analyzes them, evaluates them, and makes options for action clear, so that issues become calculable facts.