20-12-2012, 01:15 PM
Issue management in public relations
Abstract :
Issues management is a seductive concept. For those who are talented and tenacious enough to make their careers in public relations, the idea of “managing” contentious issues–taming them, bringing them to heel and making them do our bidding–is illusory, but utterly compelling. For those who have battled for the legitimacy of public relations as a management function, the credibility and senior management access issues management can deliver is something that communication professionals may find only in the midst of crises. A 2007 survey of CEOs revealed their expectation that communications chiefs be equipped to “see around corners” and anticipate how different audiences will react to different events, messages