Chapter 18: Issues Management

The widely used term issues management is a misnomer. It does not imply the ability of a firm to "manage" the course of a national policy issue. the development of public policy often goes through a readily identifiable cycle. Great variations occur in the manner in which individual companies set up and operate issues- management systems.

Refers to a far more modest and relevant undertaking: managing the company's responses to key public-policy issues affecting its markets, sales, profitability, and internal operations. The first stage of the public-policy process is the latent or developmental phase - Developmental Stage

The opinion-formation or politicizaition phase is the sceond stage of the public-policy process. - Politicization Stage

It is within the developmental and politicization stages that the basic dimensions of a public-policy issue are established. The third stage of the public-policy process is the institutional action phase, when statutes are enacted and regulations are promulgated. - Legislative Stage

The final phase of the public-policy process begins after the enabling legislation has been passed and the rules and procedures have been formulated by the appropriate executive branch agency. - Implementation Stage. The potential for influencing the result is greatest during the early phases of the public-issue development process, before the issue has been framed and attitudes have become entrenched.

Five basic elements provide the framework for the typical corporate issuesmanagement program:

• Identifying public-policy issues and trends.
• Evaluating their impact and ranking them by priority to the company.
• Establishing a company position on the high-priority issues.
• Designing company actions and responses to help achieve the desired outcome.
• Carrying out the planned actions.

 Identifiying and responding to specific public-policy issues that strongly affect private business is a difficult and challenging assignment.

Source: Business and Government in the Global Marketplace (7 edition Murray L. Weidenbaum)