Why Getting Ahead of Issues Management is Even More Critical Than Ever

As the amount of information available and pace at which it’s made available continually increases through traditional and social media, organizations have gained a greater understanding and appreciation for reputation management. At this point, it is fairly safe to say that in most cases companies have made sincere commitments to the cause. Thus, the collective sigh of relief from the public relations community, the muffled sound of a few curmudgeons murmuring, “I told you so,” under their breath, and the soft rustling that happens when communications experts everywhere begin rolling up their sleeves.

An era of change shifting toward more engaged, aware, and responsible businesses has been a welcome one; not just by frustrated PR pros, but by the public. But, in some ways, reputation management has become such a popular focal point, that a fair balance with issues management fails to be struck.

The definitions of reputation management and issues management may differ drastically, or have little difference at all, depending on who you talk to. However, to ensure that clients are being appropriately educated and aided in both areas, it’s often helpful to treat them separately. Both can be proactive and/or reactive. Both can be preventative initiatives or have a clearly defined objective tied to advancing a business goal. Here’s a simple way to put it in context when they take shape as preventative campaigns to mitigate risks:

1. Reputation management efforts tend to be highly focused on a company’s actions;
2. And issues management efforts tend to be focused on assessing the actions of others around topics that could impact the company.

Without seeming like too much of an alarmist, the current economic and social state presents a great risk – unpredictability, at a level perhaps greater than ever before. A frustrated population during a challenging economic period. An inefficient, ineffective government that operates under intense scrutiny. A rising cynicism by the public toward corporations in general. The result: an incendiary Petri dish that could be sparked by an issue that doesn’t ordinarily seem that damaging.

It’s become tougher to tell what will get traction and what won’t – requiring more preparation, as well as a greater need to truly understand all the issues and pitfalls that a company could face if caught in the crossfire. Even the most reputable names have become overnight pariahs.

By no means should the attention toward reputation management lapse. In fact, keep the gas pedal to the floor if at all possible. However, right now, being ahead of the issues may be equally (if not more) valuable than gaining extra goodwill by touting good deeds.

Written by: Jason Morley