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.
efficient cleaning crew Northbrook ..Created properly, an extremely effective marketing tool.It's a great concept,... Read More
In the 'Age of Scepticism' gaining media coverage is one... Read More
When, as a business, non-profit or association manager, you are... Read More
UNDER FIREA friend whose organization is often in the media... Read More
Can your PR do something positive about the behaviors of... Read More
Leaders in the business world need public relations big time,... Read More
The media live by the calendar. Your story pitch might... Read More
Business, non-profit and association managers are in a stronger position... Read More
As if making sure your company runs smoothly on an... Read More
Although, as a business, non-profit or association manager, you may... Read More
In an ideal world, your business would be overflowing withnewsworthy... Read More
A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More
Although it seems less common these days, there are still... Read More
Product/service publicity is the superhighway to business success everyone dreams.... Read More
As a mobile detailing company it is important to have... Read More
When I talk with business people, they tend to believe... Read More
I say to business, non-profit and association managers, a key... Read More
Really? You mean there are NO perceptions and behaviors peculiar... Read More
Non-news professionals often have a hard time understanding why their... Read More
The words are pop culture heroes.Movies such as "The Insider,"... Read More
Say, from tactics like special events, brochures and press releases... Read More
To survive in business, you've got to focus your attention... Read More
HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More
Public relations is a very important part of the marketing... Read More
The fast changing dynamics of the world economy is forcing... Read More
cleaning lady near Wilmette ..Most small businesses have logo'ed shirts, usually polo shirts with... Read More
Publicity seekers know that Christmas can provide a bonanza of... Read More
Getting a press release published in a newspaper or magazines... Read More
If, as is often the case, you are preoccupied with... Read More
Public relations is a very important part of the marketing... Read More
In last year's animated film Shrek II, a giant gingerbread... Read More
Because PR can be difficult to control, it is often... Read More
Do it by restructuring your business, non-profit or association public... Read More
Got a huge need for publicity and a tiny publicity... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
If you have had any experience in public relations or... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
For business, non-profit or association managers like yourself, survival pretty... Read More
Reporters, by nature, are curious people.If you can get them... Read More
A term you'll hear in newsrooms, in editing meetings, in... Read More
They can when they invest in the basics. The best... Read More
Public relations is all about credibility and trustworthiness. If you... Read More
One of the greatest ways to promote your product or... Read More
Why, public relations that stays true to its fundamental premise,... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
Media relations, simply put, is the business of building and... Read More
When it comes to launching a new business or product,... Read More
Most small businesses do little to no public relations (PR)... Read More
Would you advise clients to buy a stock based on... Read More
Here are two to-the-point questions recently posed by several association... Read More
Public Relations |