Defining Issues Management a purposeful sustained collaborative effort

Defining Issues Management “… a purposeful, sustained collaborative effort among an institution’s administrators, communicators and other decision-makers to identify impending issues that could potentially affect the organization or its strategic partners and determine how to respond most effectively. ”

Role Clarification • What is the difference between: – Issues Management – Crisis Management – Reputation and Brand Management

Introduction to Issue Management J. Faith Peppers, University of Georgia Chris Sigurdson, University of Arizona

“Issues Happen” • No longer spontaneous eruption – Issues don’t just happen • People attach significance to a concept • “Marketplace of Ideas” has replaced “Court of Public Opinion”

Origin of issue management

Jones & Chase • First to name Issue Management • System approach • “Dynamic” Model – “Poor corporations”

Jones and Chase

Outcome of Jones & Chase • No longer at the mercy of activist groups • Elevated status of public relations practitioners “…from that of a technician to that of a corporate strategist — a giant leap. ” -Howard Chase

Corporate America • • • Lawsuit crisis Mc. Donalds United Egg Producers

Corporate models

Practical Issue Management J. Faith Peppers, University of Georgia Chris Sigurdson, University of Arizona

Jones and Chase

Crable & Vibbert • Chase and Jones’ Dynamic theory: “Not good enough. ” • “Catalytic” model “Make something happen!” • Beyond policy

“Catalytic” model

Insights • Proactive —can create and develop issues • Based on issue status • Movement and momentum

Potential • One person defines – Forms the question – Delineates boundaries – Proposes solution • Gather arguments, advocates

Framing • The first to define the issue often gets to define the solution

Gather advocates

Imminent • Validation – Do people believe? • Endorsement – Who do you trust? – Who does your stakeholders trust? Justin and Friend

Endorsement

Current • Currency – Topical – Trades like money • Media • Out of control

Current

Critical • Polarization • Crisis — Fix it immediately • Resolution Something must be done now!

Resolution

Dormant • An issue can go dormant at any time • Failure to advance • Issue fatigue

Issue Re-Resolution • Emerging, submerging, dormant • Never truly over • “Re-solved”

WWW and issue management • Literally minutes to the news cycle • Coherent response is near impossible, proactive beats reactive • Social media – Monitor – Momentum-maker • Vampire issues: “Issues that never die”

Vampire Issues • KFC & GM Chickens • “Meat in a Lab”

Activity • Draw two columns on a piece of paper • Label one column “Issues we we face (or soon will)” • Label the other “Issues we could champion” • Quickly enter as many issues in each as you can in 5 minutes

The Perfect Storm in Florida • Nutrient loading in Florida waterways – Activist groups – Sierra Club, Earth Justice, Earth Watch, Wildlife Federation, Riverkeepers – Citizen advocates demanded ban county commissioners ban the sale of fertilizer from May to October yearly – Turf industry, crop protection companies, golf course industry, state agencies ask LGU for help – Issue exploded like an algae bloom on phosphorus

Florida Case – Multi-state Issue Response • Developed strategic response to issue, groups • Clarified independent role of research and Extension • Engaged surrounding states with a comprehensive education effort

Florida Case – Multi-state Issue Response • Constant monitoring, response preparation across the region • Continued follow-up with program leaders, LGU deans and directors • Oil spill bought time, issue not going away