Strategic Issues Management

Strategic Issues Management

Strategic Issues Management explores the strategic planning options that organizations can employ to address crucial public policy issues, engage in collaborative decision making, get the organization's "house" in order, engage in tough defense and smart offense, and monitor opinion changes that affect public policy. In this fully updated Second Edition, authors Robert L. Heath and Michael J. Palenchar offer practical, actionable guidance that readers can apply to organizations from large Fortune 500 companies to nongovernmental organizations and start-up high-tech companies.
Robert L. Heath (978-1-4129-5211-8) Paperback, 412 pages, 2009 2nd Edition

TABLE OF CONTENTS

Preface

Chapter 1: A Foundation of Community

Vignette: British Petroleum–Enlightened Leader or Lightning Rod? 
Chapter Goals
Historical Evolution
SIM: Strategic Issues Management Defined
IM: Stakeholders/Stakeseekers
SIM: Bringing More Than Communication
SIM: Cornerstone of Strategic Business Planning
SIM: Advocacy, Dialogue, and Collaborative Decision Making
Conclusion
SIM Challenge: CSR and Long-Term Planning
Summary Questions

Chapter 2: Historical Foundations

Vignette: Westinghouse Versus Edison
Chapter Goals
Opinions Shape Operating Environments
Argument Structure in Public Policy Debate
Robber Barons and the Making of Mass Production Society
The Great Depression and the Redemption of Capitalism
Dissent Flowers in the 1960s
The Present and the Future
Conclusion
SIM Challenge: Science or Sham?
Summary Questions

Chapter 3: Scouting the Terrain

Vignette: The Greening of Nuclear Power
Chapter Goals
Things Go Bump in the Dark
Logics of Issues Monitoring
The Systematic Stages of Issues Monitoring
Creating an Issues Monitoring and Analysis Team
Issue Content: Basis for Issues Analysis
Conclusion
SIM Challenge: NAACP and Issues Monitoring
Summary Questions

Chapter 4: Corporate Responsibility (CSR)

Vignette: Wal-Mart's Makeover?
Chapter Goals
Mutual Interests: The Basis of Corporate Responsibility
Standards of Corporate Responsibility: A Rhetorical Rationale
Changing Organizational Policies: Getting the House in Order
Corporate Responsibility Partnerships: Communicating Ethical Performance
Conclusion
SIM Challenge: Global Warming
Summary Questions

Chapter 5: Special Interest Activists as Foes or Allies

Vignette: Fast Food–A Lightening Rod for Big Food Protest
Chapter Goals
Moral Outrage
Power Resource Management
Strain: Nexus of Issues, Risk, and Crisis
Stages of Activism
Incremental Erosion
Fostering Mutual Interests Instead of Antagonism
Conclusion
SIM Challenge: Is Clean Energy an Oxymoron?
Summary Questions

Chapter 6: Issues Communication

Vignettes: Activists Speak with Many Tools
Chapter Goals
The Issue of Issues Communication
Narrative Theory
The Good Organization Communicating Well
Images and Issues: Complements and Counterparts
Framing: Giving Issues Argumentative Context
Media Effects in a Multitiered Society
Communication Technology and Issues Communication
Issues Communication as Argument
Conclusion
SIM Challenge: Voice of a Trade Association
Summary Questions

Chapter 7: Obligations and Constraints on Issues Communication

Vignette: Corporate Speech–Free, Free for Some, or Not at All?
Chapter Goals
Legislative, Judicial, and Regulatory Constraints on Issues Communication
The Rationale for Organizations Speaking as Citizens
Federal Constraint
Conclusion
SIM Challenge: Looking to the Future
Summary Questions

Chapter 8: Issues Management and Crisis Communication

Vignette: It Takes Two to Tango
Chapter Goals
Crisis Management: The Search for Control
Prevent a Crisis From Becoming an Issue
Conclusion
SIM Challenge: Can a crisis Be Prevented From Exploding Into an Issue?
Summary Questions

Chapter 9: Issues Management and Risk Communication

Vignette: Risk, Risk Everywhere
Chapter Goals
Community Right to Know
The Difficulties of Risk Assessment
Risk Management and Communication Approaches
SIM's Approach to Risk Communication
Risk and Crisis Communication Working Together
Conclusion
SIM Challenge: Reality List
Summary Questions

Chaper 10: Brand Equity and Organizational Reputation

Vignette: Proactive Versus Reactive
Chapter Goals
Corporate Branding
Brand Equity: Many Faces and Definitions
Brand Attributes and Attitude Theory
Logics of Brand Equity
Brand Equity and Crisis
Brand Equity and Risk
SIM Challenge: Corporate Responsibility and Long-Term Planning
A Brand Equity Case Study: Coors Boycott in the 1970s
Summary Questions

References

Index

About the Authors


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