THINKing » issues management http://www.my-creativeteam.com/blog My CreativeTeam Thinks About Creativity, Marketing, PR & Social Media Wed, 16 May 2012 18:53:40 +0000 en hourly 1 What To Expect in A Crisis http://www.my-creativeteam.com/blog/what-to-expect-in-a-crisis/ http://www.my-creativeteam.com/blog/what-to-expect-in-a-crisis/#comments Thu, 05 Apr 2012 13:35:24 +0000 Harry Hoover http://www.my-creativeteam.com/blog/?p=2957 Photo credit: wallyir from morguefile.com Fred Baggs and Bob Dittmer, two seasoned public relations colleagues of mine, have managed many issues and crises over their careers. So the information I share with you isn’t mine exclusively; however, I learned much from these guys. And you will too. The last entries in this crisis and issue [...]]]>


Photo credit: wallyir from morguefile.com

Fred Baggs and Bob Dittmer, two seasoned public relations colleagues of mine, have managed many issues and crises over their careers. So the information I share with you isn’t mine exclusively; however, I learned much from these guys. And you will too.

The last entries in this crisis and issue management series have covered what to do with an issue before it becomes a crisis. You have also learned the life cycle of an issue, the difference between these, and an emergency. And, in our most recent entry, I laid out a plan to manage these things.

But there’s more.

Crises are particularly nasty and unpredictable. Needless to say, they will also change the very fabric of how your organization does business. They are game changers, and because of that, there are several traits of a crisis you should know:

  1. Expect to be surprised, because a crisis is an even that unfolds over time and is triggered by an unexpected event.
  2. Anticipate having insufficient information as the crisis unfolds.
  3. Understand that in the midst of a crisis, the situation will escalate before it recedes, and realize that people in the organization (perhaps, even you) will feel out of control.
  4. Believe and prepare for the public, government and media to increase their scrutiny on your organization and how it is managing the crisis. All eyes will be on you to perform. Hopefully with honor.
  5. Embrace that, as the crisis comes to a close, your organization (perhaps an entire industry’s) reputation and how it does business will be threatened and changed.
  6. Be aware that a crisis will challenge human, physical and financial resources. This is gonna hurt, pal.

    7. A crisis at its onset is beyond the control of everyday management practice. It is urgent. As Fred Bagg would say, “You can’t wait until next week to deal with this.”

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]]> http://www.my-creativeteam.com/blog/what-to-expect-in-a-crisis/feed/ 0 How To Plan For Issue Management And Successfully Engage The Marketplace http://www.my-creativeteam.com/blog/how-to-plan-for-issue-management-and-successfully-engage-the-marketplace/ http://www.my-creativeteam.com/blog/how-to-plan-for-issue-management-and-successfully-engage-the-marketplace/#comments Thu, 29 Mar 2012 02:55:54 +0000 Harry Hoover http://www.my-creativeteam.com/blog/?p=2940 Photo credit: maxstraeten from morguefile.com Earlier in this series we talked about the life cycle of and issue, which moves through four distinct stages.  Additionally, in our previous post, we defined an issue as a trend with the capacity to alter how your company operates as the trend  evolves. Here’s a prime example: Of late [...]]]>


Photo credit: maxstraeten from morguefile.com

Earlier in this series we talked about the life cycle of and issue, which moves through four distinct stages.  Additionally, in our previous post, we defined an issue as a trend with the capacity to alter how your company operates as the trend  evolves. Here’s a prime example:

Of late the “pink slime” issue has been plaguing the beef producers of America, not to mention retailers and eateries that sell or serve ground beef. Primarily, Beef Products, Inc., the maker of “pink slime,” happens to be the whipping boy for this media migraine, which has garnered national media attention. Before pink slime became beef filler edible for human consumption, it was used in dog food. After the maker of this by-product sanitized it with ammonia gas, it began using the substance in the ground beef you and I eat.

When the controversy hit mainstream media, “Two former scientists with the U.S. Department of Agriculture who reviewed the product advised against using it in ground beef and told ABC News that it was not the same as ground beef,” according to Scott Van Camp, writing for PR News.

Now that grocery stores and eateries are beginning to push back, change their buying habit in light of public dissent and the potential of losing business, Beef Products, Inc. is being forced to change its game. This is a prime example of how an organization failed to manage an issue before it changed the course of its operations and tarnish its brand along the way.  But you don’t have to manage issues like this company. Do it differently.

Although managing issues can be hard work, you can’t afford not to, especially with the proliferation of social media. Today, issue cycles move fast, very fast sometimes, and with social media messages move lightening fast. Don’t let this happen to you. Here’s a four-step process to help you manage issues effectively for your business:

  1. Planning. In this stage of issue management, it is important to watch media and government regulators to identify trends that may affect you business or industry. In this stage you will also analyze these to determine which phase they are in, and which engagement strategy is appropriate to address the trend. You will also want to determine a goal and objectives to support the strategy and document the current status of the issue.
  2. Creation. After you have determined the strategy, set goals and objectives, its time to begin developing the messaging behind your strategy. In other words, during the creation stage, its important to understand what you will speak into the issue and to whom you will be engaging.
  3. Execution.  This is the issue action program portion of this four-step process. This where you engage the issue in the marketplace of public opinion. Depending on the strategic approach your company outlined, you may use newspaper editorials like EXXON did in the 70’s to manage the oil embargo crisis. Or, you may use social media to engage a grassroots approach to manage issues through a groundswell. Your strategy should drive the execution.
  4. Evalution. While this is technically the final stage of issue management, it may not be the end of the process. As an issue develops conditions change. This stage is designed to measure the effectiveness of your efforts. The key measurement is to evaluate the conditions now with the conditions at the beginning of the engagement. If change is favorable, but not optimal, you may want to revisit the planning stage and tweak your strategy.

The goal of issue management is the attempt to shape the outcome of the issue before it becomes a crisis, such as the pink slime case. You want to control the issue, if it can be, for the sake of honoring your stakeholders, your company and the community it affects.

Previous posts in our series:

How To Manage Issues Before They Become A Crisis

What Is The Life Cycle Of An Issue?

What’s The Difference Between An Issue, A Crisis & An Emergency?

About The Author: This is the fourth in a series of articles on issues management from our digital colleague, Rodger D. Johnson, who is a social media public relations counselor. He helps global companies, small businesses, and non-profits use public relations and social media strategies to strengthen brand equity. You can learn more about him at Get Social PR. 

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]]> http://www.my-creativeteam.com/blog/how-to-plan-for-issue-management-and-successfully-engage-the-marketplace/feed/ 1 What’s The Difference Between An Issue, A Crisis And An Emergency http://www.my-creativeteam.com/blog/whats-the-difference-between-an-issue-a-crisis-and-an-emergency/ http://www.my-creativeteam.com/blog/whats-the-difference-between-an-issue-a-crisis-and-an-emergency/#comments Wed, 21 Mar 2012 14:33:36 +0000 Harry Hoover http://www.my-creativeteam.com/blog/?p=2912 Photo credit: sideshowmom from morguefile.com In the grand scheme of things knowing the difference between an issue, a crisis and an emergency can help you craft appropriate communication strategies to weather the storms. From our last post, where we defined the life cycle of an issue, but we never really answered the big question: What [...]]]>


Photo credit: sideshowmom from morguefile.com

In the grand scheme of things knowing the difference between an issue, a crisis and an emergency can help you craft appropriate communication strategies to weather the storms.

From our last post, where we defined the life cycle of an issue, but we never really answered the big question: What is an issue?  So, an issue is a trend or condition that, if continued, would have a significant effect on how your company is operated, as one researcher sees it. That is to say, “an issue is a type of problem whose resolution can affect the organization,” says W. Timothy Coombs, a leading crisis communication researcher.

But there are two types of issues: crisis and emergencies. And each of these will affect your company differently.

Crisis: A crisis is an unpredictable event that is a major threat to your company, an entire industry or to stakeholders. Simply, a crisis is a crisis when it is of such magnitude that its occurrence will fundamentally change how you do business.

Emergency: The difference between a crisis and an emergency lies in the details. Yes, an emergency poses a treat to your company. Severe weather would be a good example of this. Yes, an emergency is unpredictable. And, yes, it will impact the company and, perhaps, the stakeholders. But the difference lies in two distinct areas. First an emergency won’t affect a whole industry. Usually emergencies are localized. Secondly, unlike a crisis that alters the fundamentals of an organization’s operations, an emergency temporarily disrupts them. Your company will usually recover fully from an emergency.

Recovery is the sticky part. However, understanding what is an issue, crisis and emergency helps with communication management. More on this later.

Previous posts in our series:

How To Manage Issues Before They Become A Crisis

What Is The Life Cycle Of An Issue?

About The Author: This is the third in a series of articles on issues management from our digital colleague, Rodger D. Johnson, who is a social media public relations counselor. He helps global companies, small businesses, and non-profits use public relations and social media strategies to strengthen brand equity. You can learn more about him at Get Social PR. 

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]]> http://www.my-creativeteam.com/blog/whats-the-difference-between-an-issue-a-crisis-and-an-emergency/feed/ 1 What Is The Life Cycle Of An Issue? http://www.my-creativeteam.com/blog/what-is-the-life-cycle-of-an-issue/ http://www.my-creativeteam.com/blog/what-is-the-life-cycle-of-an-issue/#comments Wed, 14 Mar 2012 12:30:35 +0000 Harry Hoover http://www.my-creativeteam.com/blog/?p=2890 Photo credit: duboix from morguefile.com About The Author: This is the second in a series of articles on issues management from our digital colleague, Rodger D. Johnson, who is a social media public relations counselor. He helps global companies, small businesses, and non-profits use public relations and social media strategies to strengthen brand equity. You can learn more [...]]]>


Photo credit: duboix from morguefile.com

About The Author: This is the second in a series of articles on issues management from our digital colleague, Rodger D. Johnson, who is a social media public relations counselor. He helps global companies, small businesses, and non-profits use public relations and social media strategies to strengthen brand equity. You can learn more about him at Get Social PR. 

Last week I started a series on issue and crisis management and opened with a brief discussion about how to manage issues before they become a crisis. While I explained the importance of issue and crisis management, gave you some tips on what media you should be watching and stressed the importance of collecting information; it’s helpful to know the life cycle of an issue.

Understanding where issues lie in their cycle is important because where they lie will determine how you will engage and manage them.

One of the important points to remember about issue management is that they live in a cycle. Issues will always follow this cycle, so knowing how to detect and respond accordingly will save you enormous amounts of time, energy, manpower, and, perhaps, brand equity.

The life cycle of an issue has four parts:

  1. Potential: At this stage, there is no clear and present issue on the horizon, however the conditions for on to arise is evident. In this stage, there is significant media coverage, however the public, stakeholders, regulators or your industry does not define the issue.
  2. Emerging: At this stage media, the public, your stakeholders or your industry and regulators clearly define and name the issue. Additionally, the issue is applying pressure to your organization. Potential change is on the horizon.
  3. Crisis: When a crisis hits, and they will hit. It’s time to baton down the hatches. A crisis is a crisis when there is a public outcry for change, media scrutiny and regulatory involvement. Stakeholders are well aware of the change, and the organization or industry in crisis is experiencing significant lose in brand equity, as well as profit. While there are several definitions of a crisis offered by researchers, they all converge on this one point. “A crisis is an event that is an unpredictable, major threat that can have negative effect on the organization, industry or stakeholders if handled improperly. “ There is much to say about crises, which we will cover later.
  4. Dormant: After a crisis has subsided, it moves into a dormant stage, which is the end of the cycle of an issue. At this point much ado about the issue ceases in media and with regulators. And, in some way, the organization or industry has fundamentally changed.

Understanding the cycle issues move through help organizations and companies like yours prepare message strategies for each stage of the issue. The point with issue management and knowing its various stage is to control issues before they become crises.

 

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]]> http://www.my-creativeteam.com/blog/what-is-the-life-cycle-of-an-issue/feed/ 4 How To Manage Issues Before They Become A Crisis http://www.my-creativeteam.com/blog/how-to-manage-issues-before-they-become-a-crisis/ http://www.my-creativeteam.com/blog/how-to-manage-issues-before-they-become-a-crisis/#comments Wed, 07 Mar 2012 13:39:59 +0000 Harry Hoover http://www.my-creativeteam.com/blog/?p=2870 Photo credit: chelle from morguefile.com About The Author: This is the first in a series of articles on issues management from our digital colleague, Rodger D. Johnson, who is a social media public relations counselor. He helps global companies, small businesses, and non-profits use public relations and social media strategies to strengthen brand equity. You can [...]]]>


Photo credit: chelle from morguefile.com

About The Author: This is the first in a series of articles on issues management from our digital colleague, Rodger D. Johnson, who is a social media public relations counselor. He helps global companies, small businesses, and non-profits use public relations and social media strategies to strengthen brand equity. You can learn more about him at Get Social PR. 

Organizations large and small, for profit or not, must struggle with issues that affect the way they do business. Learning how to spot, and take part in shaping issues can strengthen brand equity and give you a competitive advantage.

But don’t think for minute your organization is immune from issues. All organization must manage issues on some level. While many never evolve into a full-on crisis, issues can hinder your business. So, managing them well, ensures your business can continue to operate and be profitable as the environment changes.

What is an issue, anyway? Well, it’s a trend or condition developing in your industry that has the capacity to change how you do business. Sometimes this change is good, other times it’s not so good. When trends are good, the strategy is to make them better. When trends seem bad, the strategy is to make the issue as good as it can be. At this stage, you want to weather the storm.

Managing issues requires an organization to create habits of scanning the environment, what I like to call storm tracking. So, you need to watch traditional and online media. Here’s a brief list of both:

Traditional media to watch:

  • Newspaper
  • Business magazines
  • Network news
  • Trade journals
  • Stakeholder opinions
  • Government publications (especially if your company is regulated)

Online media to watch:

  • News and business wires
  • Blogs
  • Professional association, special interest, and government archives
  • Twitter
  • Facebook
  • Other forums connected to your business and customers

Collecting information from these and other sources will do you no good unless a communications professional can spot worrisome trends, track them over time and craft messages that address and influence them early.  To accurately address issues, you need to identify their likelihood of gaining steam and their impact, which is assessing how they will affect profits or how business is done.

The idea behind issue management is to find warning signs that can affect you organization and address them early.

 

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]]> http://www.my-creativeteam.com/blog/how-to-manage-issues-before-they-become-a-crisis/feed/ 5 Netflix’s Corporate Seppuku http://www.my-creativeteam.com/blog/netflixs-corporate-seppuku/ http://www.my-creativeteam.com/blog/netflixs-corporate-seppuku/#comments Mon, 19 Sep 2011 18:55:16 +0000 Harry Hoover http://www.my-creativeteam.com/blog/?p=2574 It’s good that Netflix has a red background on its logo. That way the blood doesn’t show from its self-inflicted wounds. Apparently Netflix doesn’t have PR people to tell them how to communicate service changes. A while back they announced their pricing structure change, saying they knew the almost 60% price increase would lose them [...]]]>

It’s good that Netflix has a red background on its logo. That way the blood doesn’t show from its self-inflicted wounds.

Apparently Netflix doesn’t have PR people to tell them how to communicate service changes. A while back they announced their pricing structure change, saying they knew the almost 60% price increase would lose them some customers but they were doing it anyway. The arrogance of the announcement was palpable. I immediately cancelled my account.

And now the blood is flowing again as they’ve plunged the sword in just a little deeper.

They have announced that they are renaming the DVD by mail portion of their business. The new Qwikster service was also communicated poorly. Netflix CEO Reed Hastings sent out the suicide note this morning detailing the move. Here’s how I read it: “yeah, we screwed up with the price changes and we’re doing it again with this Qwikster move. Do not, however, take this as an apology.”

To make matters worse, it turns out there is a Twitter account named Qwikster, which has a profile photo of Sesame Street’s Elmo smoking a joint. For the win!

I don’t know about you, but I’m heading over to Etrade to short some Netflix stock.

UPDATE 10/10/2011: Apparently, Netflix hired some PR people. Alas, it is too little, too late. Have you seen their latest note to customers about the whoe Qwikster debacle. If not, you can read it below. Perhaps shorting Netflix stock is again the right hting to do.

It is clear that for many of our members two websites would make things more difficult, so we are going to keep Netflix as one place to go for streaming and DVDs.

This means no change: one website, one account, one password…in other words, no Qwikster.

While the July price change was necessary, we are now done with price changes.

We’re constantly improving our streaming selection. We’ve recently added hundreds of movies from Paramount, Sony, Universal, Fox, Warner Bros., Lionsgate, MGM and Miramax. Plus, in the last couple of weeks alone, we’ve added over 3,500 TV episodes from ABC, NBC, FOX, CBS, USA, E!, Nickelodeon, Disney Channel, ABC Family, Discovery Channel, TLC, SyFy, A&E, History, and PBS.

We value you as a member, and we are committed to making Netflix the best place to get your movies & TV shows.


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]]> http://www.my-creativeteam.com/blog/netflixs-corporate-seppuku/feed/ 0 Do You Have Issues? Part 2 http://www.my-creativeteam.com/blog/do-you-have-issues-part-2/ http://www.my-creativeteam.com/blog/do-you-have-issues-part-2/#comments Tue, 12 Jan 2010 15:19:08 +0000 Harry Hoover http://www.my-creativeteam.com/blog/do-you-have-issues-part-2/ We talked in Part 1 about the objectives of issues management. Tactically, there are a number of weapons available for managing organizational issues. First, is a strong, credible image. A proactive program to maintain this image could include: * an issues audit * media monitoring to detect existing or emerging issues of importance * aggressive [...]]]>

We talked in Part 1 about the objectives of issues management.

Tactically, there are a number of weapons available for managing organizational issues. First, is a strong, credible image. A proactive program to maintain this image could include:

* an issues audit

* media monitoring to detect existing or emerging issues of importance

* aggressive media relations on issues of prime importance

* reprints of favorable media coverage for distribution

* a letter to the editor program that involves employees and allies

* development of alliances with natural partners

* writing of editorial/opinion pieces for submission to major media

* development of position papers on key issues and distribution to employees and allies as well as to media

* legislative briefings for state and local officials on key issues

* identification of “neutral” experts who agree with our positions

* identification of other organizations to whom we can “hand-off” some issues

* public opinion research on issues of importance

* speakers bureau

* identification of opponents and initiation of dialogue with them

Got any ideas on how we can use social media for issues management?

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]]> http://www.my-creativeteam.com/blog/do-you-have-issues-part-2/feed/ 1 Do You Have Issues? http://www.my-creativeteam.com/blog/do-you-have-issues/ http://www.my-creativeteam.com/blog/do-you-have-issues/#comments Mon, 11 Jan 2010 21:06:48 +0000 Harry Hoover http://www.my-creativeteam.com/blog/do-you-have-issues/ Every organization has issues that could affect its operation. What are your issues? The following are some thoughts on issues management and some of the tactics available to us in this discipline. First of all, what is the objective of issues management? Typically, it is to proactively and responsibly identify and manage emerging or existing [...]]]>

Every organization has issues that could affect its operation. What are your issues?

The following are some thoughts on issues management and some of the tactics available to us in this discipline.

First of all, what is the objective of issues management? Typically, it is to proactively and responsibly identify and manage emerging or existing issues that can have an impact on our:

* assets

* position

* image

* competitiveness

* performance

Now, some companies become obsessed by issues management and dissect every small problem they foresee. I believe that keeping it simple is best. Identify a few issues that are most likely to materially affect you, determine the key concern each issue holds for you, determine how urgent it is, prepare an action plan, and then mount a focused attack.

Next time, we’ll talk more about how to develop a program.

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]]> http://www.my-creativeteam.com/blog/do-you-have-issues/feed/ 1