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Crisis Communications: The Definitive Guide to Managing the Message by Steven Fink

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22

Issues Management

Many companies have issues that they are advocating, one way or the other. This advocacy may be in the guise of civic involvement, but you actually may have a deeper, vested interest in the outcome of the public debate or the city council vote. To further your interests, your public relations department or outside firm has developed an “issues management” campaign designed to enlist support for your way of thinking. Perhaps you have a lobbyist on retainer.

There’s nothing new here; it happens all the time.

But “issues” have a nasty way of turning into full-blown crises if they are not managed properly. Prepare yourself.

Almost by definition, if an issue exists, chances are that there are two sides to it. That means that ...

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