Thoughts on Issues Management
		The following are some thoughts on issues management and some of the tactics available to us in this discipline. First of all, what is the objective of issues management? Typically, it is to proactively and responsibly identify and manage emerging or existing issues that can have an impact on our: assets position image competitiveness performance Now, some companies become obsessed by issues management and dissect every small problem they foresee. We believe that keeping it simple is best. Identify a few issues that are most likely to materially affect you, determine the key concern each issue holds for you, determine how urgent it is, prepare an action plan, and then mount a focused attack. Tactically, there are a number of weapons available. First, is a strong, credible image. A proactive program to maintain this image could include: an issues audit media monitoring to detect existing or emerging issues of importance aggressive media relations on issues of prime importance reprints of favorable media coverage for distribution a letter to the editor program that involves employees and allies development of alliances with natural partners writing of editorial/opinion pieces for submission to major media development of position papers on key issues and distribution to employees and allies as well as to media legislative briefings for state and local officials on key issues identification of "neutral" experts who agree with our positions identification of other organizations to whom we can "hand-off" some issues public opinion research on issues of importance speakers bureau identification of opponents and initiation of dialogue with them Now, let's look at how we might develop an issues management program. I. Form Issues Team   Company staff   PR counsel   Key allies II. Conduct Vulnerability Audit   Determine main issues   How might crisis develop/escalate?   Define environmental and safety concerns   What are financial implications?   What are legislative implications?   What impact on perceptions of us?   How much will the media be interested in issue? III. Identify Potential Crises   Investigative journalism attack   Government agency investigation   Regulatory changes   Activists/protesters IV. Determine Vulnerability and Priority for Each Potential Crisis Crisis Type Vulnerability Priority Action e.g., Urban sprawl 1. High 1. High / Immediate Full Attention   2. Significant 2. Serious / Current Maintain Awareness   3. Low 3. Unlikely, but Possible Monitor   4. Remote 4. Remote None   5. None 5. None V. Develop Strategy for Each Potential Crisis   What strengths do we have vis-a-vis the issue?   How do we minimize the issue?   What coalitions can we form to attack the issue or crisis?   Identify potential allies   Who gains from our misfortune? How should this be handled?   Develop issues material     speech, awareness     information/research     backgrounders on prioritized subjects VI. Identify Key Publics   Media   Community leaders   State/local agencies   Governor/legislature   Employees   State/local government   Industry leaders VII. Develop Key Messages VIII. Develop Procedures for Each Potential Issue/Crisis IX. Form Smaller Taskforces for Each Potential Crisis   One spokesperson with backups   Team coordinator   Preparation of statements/writing releases   Legal/legislative counsel X. Disseminate Plan(s) Back To My Creative Team >>