Issues Management
Proactive identification and management of potential reputation threats before they become crises.
Definition
Issues management is the proactive discipline of identifying, monitoring, and managing potential reputation threats before they escalate into full crises. This includes tracking emerging issues, assessing organizational vulnerability, and developing response strategies.
Effective issues management gives organizations time to prepare—developing positions, engaging stakeholders, and potentially influencing issue trajectory—rather than being caught off-guard when issues become public.
Why It Matters
Many crises are foreseeable for those paying attention. Issues management provides early warning and preparation time that can prevent crises or significantly improve response.
For communications teams, issues management is the proactive complement to reactive crisis response.
Examples in Practice
Issues monitoring identifies growing social media discussion about an ingredient concern, enabling proactive response before mainstream coverage.
An issues management process tracks regulatory developments, preparing responses before new rules are announced.
Quarterly issues assessment identifies emerging topics requiring position development, keeping leadership prepared.