Issue
management
Gruing andGruing (1998) defined issue management as the
systematic identification and action regarding public policy matters of the
concerning to an organization. Issue management involves sevenprocess according
to Gruing and Gruing which are issue monitoring, the identification of
important issue, prioritize of the key issues, selection and analysis of key
issues, decision on strategy, program implementation, program evaluation.
Also W. Howard Chase(1976), who defined issue management as
the capacity to understand, mobilize, coordinate and direct all strategic and
policy planning functions and all public affair or public relations skills,
toward achievement of one objectives meaningful participation in creation of
public policy that affect personal and institutional destiny. As Chase
management process model managing issues
related to an organization in practices in practices of public relations in
international level five steps must be followed including ,identifies issues
with which the organization must be concerning, analyzes and delimits each
issues with respect to its impact on constituent publics, display the various strategic options available to
the organization, implement an action program to communicate an organization
views and influence perception on issues, evaluates its program in terms of
organization goal.
Therefore research and issue management are important for
public relation practitioner in the practice of public relations activities in
international level.
Importance
of Research in international public relations
L. Gruing, J. Gruing and Dozier (2002) Public relations
practitioners through research can be able to identify best practices for
public relations activities in international level related to crisis communication,
issue management, environmental scanning, and media relations and then diffused
those best practices to practitioners. Other has developed theoretical ideas
such as symmetrical communication or a strategic managerial role. These best
practices and theoretical ideas then can be used and evaluate in practice of
the public relations in international level.
Importance
of issue management in practice of international public relations
Instrument for obtain information
Bronn and Bronn (2002) featured issues management as
essential instrument by which organizations can obtain information about
emerging problems and opportunities in the environment its occur. Therefore with issue management
PROs use it as major instrument for identifies problems and opportunities
likely to face an organization in relation to the practice of public relations
in international level. Public relations practitioner focus on strategic
business planning and being proactive.
It is important and strategic for organizations operating international
level to rely on the functions of issue management
functions of issue management
Bardhan and Patwarhan(2004) public relations practitioners
should consider functional issue management in practice of public relations in
international level which includes strategic planning, environmental scanning
and corporate social responsibility. Since issues management likely to affect
an organization in next few years and developing awider and positive range of
responses toward that future. Therefore in practice of public relations I
international issue management helps PROs to be aware with issues like economy,
technology and politics.
Crisis management
Regester and larkin (1997) said that issue management is
important in image or reputation
management. Therefore issue management is important to public relations
practitioner when its comes to dealing or managing image of an organization in
international level. Image management initiated by organization to enable them
to maintain public trust in the face of potential external threats or to take
an advantage of emerging opportunities in global context.
Therefore for the effectiveness practice of public relations
in international level public relations practitioner has to consider research
and issue management as essential element in their public relations activities.
No comments:
Post a Comment