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Issues Management

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by

Ruth Hubbard

on 1 November 2012

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Transcript of Issues Management

...a systematic process
to help an organization
identify, assess, and deal with
significant issues that affect
the organization's relationships
with their publics. ISSUES MANAGEMENT Anything that can affect
the ability of an organization
to achieve its goals and objectives. An ISSUE The PROCESS who you ARE
+ who you SAY you are
+ who they THINK you are
= BRAND BRAND Unless the Lord builds the house,
its builders labor in vain.

Unless the Lord watches over the city,
the watchmen stand guard in vain.

In vain you rise early and stay up late,
toiling for food to eat—
for he grants sleep to those he loves. Psalm 127: 1-2 ANALYZE STRATEGIZE ACT MONITOR IDENTIFY PUBLIC (general + key segments)
MEDIA (outlets + communicators)
INTEREST GROUPS (activists + organizations)
GOVERNMENT (politicians + bureaucrats) ENVIRONMENTAL SCANNING Congruency Test EXPECTATIONS PERCEIVED
communication ACTUAL
behavior GAP GAP Issue Assessment Stakeholder Assessment Credibility Intensity HIGH MEDIUM LOW INTENSE DURABLE CREDIBLE Issue Identification 20:60:20 Strategy Framework for Plan Monitoring Tools WHO



WHAT


WHEN


WHERE


HOW WHO ARE WE?
Who is the ISSUE MANAGER/EXPERT?
Who is the likely SPOKESPERSON?

What is our POSITION on the ISSUE?
What is our ACTION PLAN moving forward?

When will we respond?
When will we act?

Where will we do interviews?


How will we get OUR message out? Call the CRISIS
Identify the MANAGER
Identify the SPOKESPERSON
NOTIFY all staff
Activate MEDIA INQUIRY SYSTEM DRAFT NEWS RELEASE
What happened, where, when, who is affected?
Organization's response to the issue/event
Next steps & projected time of resolution
Media update proceedure
Contact name and main number for inquiries MESSAGE DEVELOPMENT
Answer the 5 W's
Prepare Q&A
Develop Key Messages Follow established
APPROVAL protocol INSIDERS
BY-SIDERS
OUTSIDERS

anyone whose opinion of your organization impacts your organization's success PUBLICS CRISIS Any situation that threatens or could threaten to harm people or property, seriously interrupt business, damage reputation or negatively impact share value. NEWS RELEASE
News release (usually with cover letter) to established stakeholder list
Board
Staff
Leaders of partner organizations
Donors
News release to news media via news wire and posted on website
New release directly to any reporters who have made inquiry about the issue/crisis Maintain a log of all media and public inquiries and responses. Continue cycle through downgrade of crisis and beyond Will we be
PROACTIVE or
RESPONSIVE or
REACTIVE? Don't try to
think in
ISOLATION.
Don't try to
establish
full buy-in from all Make plans to
CONTROL
everything you
can CONTROL. Who can be
AVAILABLE
PERSONABLE
QUOTABLE
CERTAIN
FLEXIBLE? without
adequate
communication Operational response will break down
Stakeholders (internal & external) will
not know what is happening
quickly be confused, angry, negatively reactive
The organization will appear inept, at best,
...and criminally negligent, at worst INTEGRITY make these lists NOW make these lists NOW be intentional NOW Insiders By-Siders Outsiders Body Body Body Leaders Board Staff Alliance Church Orgs Issue Assessment Credibility Intensity PUBLICS IF CRISIS... low trust / high concern
+
conflicting positions
on an issue outraged activist
+
controversy
+
public ignorance journalistic "low hanging fruit"
+
over-simplification of situation easy + controversial + emotional audience stakeholders
Full transcript