Communication Tools
Issues Management
How does an idea become a movement? A concept a reality? A new theory accepted common knowledge?
Issues management resolves crises, wins lawsuits, enhances reputation, or increases market share in situations where larger events in the world are decisive. Issues management marries a legislative, legal, or market strategy to a communications campaign that assumes the most challenging task – changing opinions.
For a corporation, there may be a political agenda to advance because, by doing so, a new market is secured or an existing market expanded. Here, issues management can involve grassroots campaigns that ferret out public support, highlight that support, and use it as a basis to grow more support.
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