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Every organization has issues
that could affect its operation.
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
Harry Hoover is managing principal
of Hoover ink PR, http://www.hoover-ink.com.
He has 26 years of experience
in crafting and delivering bottom
line messages that ensure success
for serious businesses like Brent
Dees Financial Planning, Duke
Energy, Levolor, North Carolina
Tourism, Ty Boyd Executive Learning
Systems, VELUX and Verbatim.
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