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Issues Management is an intrinsic part of corporate public
relations - managing the expectations and information flows to the
media.
This is particularly relevant in respect of sensitive corporate
news, smoothing the path for controversial decisions and sometimes
crises and disasters. It requires:
- Careful planning, often on a contingency basis in
anticipation.
- A clear understanding of the issues and the
resulting messages.
- Anticipating and managing the responses of the
various parties concerned.
- At all times the aim is to keep the issue in
perspective and the news flow under control.
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