Introduction

Heath and Ni (2014) define issues management as “the systematic process of identifying,
assessing, and responding to emerging concerns or potential challenges” Issues management is a
proactive and strategic process undertaken by organizations to identify, analyze, and respond to
emerging concerns, challenges, or opportunities that may impact their reputation, operations, or
stakeholder relationships. It involves the systematic assessment of potential issues and the
development of strategies to address them in a way that maintains or enhances the organization's
credibility and trustworthiness.
The role of public relations (PR) is a pivotal function within organizations, particularly when it
comes to issue management. It serves as the strategic element or process that guides an
organization's response to challenges, controversies, and conflicts both internally and externally.
They serve as the middleman between the organization's staff, stakeholders and the public in
achieving the organization's goals and objectives.
The main role of public relations in an organization is to build a positive public image and use
different issue management strategies like Proactive Issue Identification, Strategic Risk
Assessment, Tailored Communication Plans, Engagement with Stakeholders and
Interdepartmental Collaboration to sustain a positive public image.
Issues
The term issues was described by Chase and Jones (1984, as cited in Regester-Larkin, 2005) as
“an unsettled matter which is ready for decision” Others suggest that, in its basic form, an issue
can be defined as a point of conflict between an organization and one or more of its audiences.
Another definition of issue states that “a gap between corporate practice and stakeholders'
expectations. In other words, an emerging issue is a condition or event, either internal or external
to the organization and if it continues will have a significant effect on the functioning or
performance of the organization or on its future interests.
Examples of issues in an organization include the potential for new legislation, an opinion or
claim advocated through the media or other channels, a change in trend, a competitive
development, and a change in the performance or behaviour of the organization itself or
individuals or groups to whom it is linked.
Issues management is a crucial component of effective public relations, as it enables
organizations to stay ahead of potential problems and adapt to an ever-changing environment. It
involves several key steps identified by Regester and Larkin (2005):
 Issue Identification: This is the initial phase where organizations actively monitor their
environment for signs of emerging issues. These can include shifts in public opinion,
changes in regulations, technological advancements, or events within the industry.
 Issue Analysis: Once identified, issues are thoroughly analyzed to understand their
potential impact on the organization. This involves assessing their scope, significance,
and relevance to stakeholders.

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  Stakeholder Mapping: Organizations need to identify and understand the various
stakeholders who may be affected by the issue. This includes internal stakeholders (such
as employees) and external stakeholders (such as customers, regulators, and the general
public).
 Developing Strategies and Tactics: Based on the analysis and stakeholder mapping,
organizations formulate strategies to address the issue. These strategies may involve
communication plans, policy changes, or other proactive measures.
 Execution and Communication: The chosen strategies and tactics are implemented, often
involving communication efforts to inform and engage stakeholders. Transparent and
timely communication is key to maintaining trust.
 Monitoring and Evaluation: The organization continues to monitor the issue to ensure
that the strategies are effective and to make any necessary adjustments. Evaluation also
includes assessing the impact on the organization's reputation.
 Feedback Loop: Feedback from stakeholders is essential in understanding their
perceptions and concerns. This information can inform further adjustments to the
strategies and tactics.
It is important to note that managing issues should not be considered a defensive activity but
rather a proactive process of identifying issues before they become public knowledge and
managing them effectively before they become a crisis. The creation of new issues or
gathering and management of information and opinions relating to an issue can be harnessed
by an organization for social advantage.
Types of Issues Management
In public relations, issue management involves identifying, addressing, and resolving potential
issues that can harm an organization's reputation or stakeholder relations. Here are some types of
issue management strategies used in public relations:
1) Reactive Issue Management: This type of issue management focuses on responding to
issues that have already occurred. It involves monitoring the media and public opinion,
evaluating the impact, and developing appropriate responses to address the issue.
2) Proactive Issue Management: With proactive issue management, organizations anticipate
and address potential issues before they arise. This strategy involves environmental
scanning, risk assessment, and developing proactive communication plans to minimize
the impact of potential issues.
3) Crisis Communication: Crisis communication is a specialized form of issue management
that deals with high-stakes, immediate threats to an organization's reputation. A crisis
communication plan outlines the steps to manage and communicate during a crisis,
aiming to mitigate damage, maintain stakeholder trust, and restore normalcy.
4) Reputation Management: Reputation management focuses on improving and protecting
an organization's image. It involves consistently monitoring and managing public
perception, addressing negative feedback, and building positive relationships with
stakeholders through various communication channels.

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 5) Stakeholder Engagement: Effective issue management also involves engaging with
stakeholders by seeking their input, addressing their concerns, and adapting strategies
based on their feedback. Maintaining open lines of communication fosters trust and helps
prevent escalations into serious issues.
6) Social Media Management: Social media plays a significant role in issue management
due to its immediate and wide-reaching impact. Organizations need to monitor social
media platforms, respond to customer complaints or negative comments promptly, and
engage in proactive social media campaigns to address potential issues and maintain a
positive online presence.
Identified issues in Nigeria's organization and Solution
1. Negative media coverage and public perception:
Example: Nigeria Television Authority (NTA) released a video on their channels and X a
popular social media platform on an attempted theft of train coaches in Maiduguri, this portrays
the Nigeria Railway Corporation negatively. Leading to a tarnished public image.
Solution: In such situations, public relations professionals must proactively engage with the
media and stakeholders to present accurate information and clarify any misconceptions. They
can organize press conferences or exclusive interviews to provide the Nigeria Railway
Authority's perspective and address concerns. Implementing a comprehensive media monitoring
strategy can help identify negative coverage early, allowing public relations professionals to
respond promptly with a well-crafted message to salvage the athlete's reputation.
2. Social media crises and online reputation management:
Chioma Egodi posted a review about Erico Food Limited's product “Nagiko Tomato Paste” on
her Facebook page (Chioma Egodi Jnr) on September 17 2023. “I went to buy tin tomatoes
yesterday that I will use to make stew. I didn’t see Gino and Sonia. “So, I decided to buy this one
opened it, I decided to taste it. Omo! Sugar was just too much.” The said post attracted over
3,900 comments since publication. The company in their response wrote a petition that got
Chioma arrested and led to public outcry and the negative representation of the company's public
image. Not only did they make an illegal arrest the organization also breached Section 39 of the
1999 Constitution, the Federal Republic of Nigeria provides that “every person shall be entitled
to freedom of expression, including freedom to hold opinions and to receive and impart
information without interference.
Solution: public relations professionals should closely monitor social media platforms to identify
potential crises early on. When a crisis does arise, they must act swiftly and transparently by
acknowledging the issue, apologizing (if necessary), and providing explanations or resolutions
publicly. It is essential to use authentic and empathetic language while engaging in constructive
dialogue with affected customers and the wider online community. Providing timely updates and
demonstrating a commitment to addressing the concerns raised can help rebuild trust and
mitigate reputational damage.
Conclusion

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Regester and Larkin (2005) stated that “effective issues management response is based on two
key principles: early identification and organized response to influence the public policy
process”. Issues management is a proactive, anticipatory and planned process designed to
influence the development of an issue before it evolves to a stage which requires crisis
management.
Issues management is an ongoing process and should be integrated into your organization's
overall public relations and reputation management efforts. By proactively managing issues, you
can minimize the impact on your organization's reputation and build stronger relationships with
stakeholders.

References
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Challenges. SAGE Publications.
Regester, M. and Larkin, J. (2005). Risk issues and crisis management: a casebook of best
practice of best practice (3rd ed.). Kogan Page Limited. London.
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