Critical Issues Management PR
The golden rule of Critical Issues Management (CIM) is to prepare for a problem, even a disaster, before it actually happens, so when it does happen, the Crisis Management techniques and systems are there to cope with it immediately and without hesitation. In Crisis Management hesitation escalates the problem.
So many things in life are a hazard - unpredictable and irrational. A 'risk' is the mathematical likelihood of that hazard happening. The media has a tendency to report any hazard as a risk without any qualification of the likelihood of that hazard having any impact on the public. Critical issues management often involves identifying risk and weighing it against benefits in order to develop key messages.
The first stage is a
Critical Issues Audit which involves researching with senior staff members and outside opinion leaders the possible (not necessarily probable) disasters and issues that may affect the company or organisation or entire industry in the immediate and mid term future - 1-5 years. Every industry is different and every company's position in that industry is unique so differences are important to identify and positions understood. So firstly, analysis of issues, planning a response system, design of the structure of responsibility (who does what, who is in charge and who handles it when they are away?), communications routes and controls. You have to consider internal and external audiences (including suppliers and distributors), Government, regulatory and media as target communications groups. Finally you create the Critical Issues Management Manual - in which all the key information resides and which an appointed person updates regularly - at least once a quarter.
Critical Issues Management PR Case Studies
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British Lion Quality |
| Nexus team responded to report from European Food Safety Authority on salmonella in eggs across the EU... |
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British Soft Drinks Association |
| Address the balance of negative media attitudes towards and poor press attitude coverage of soft drinks... |
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The Federation of Bakers |
| Conveying the results of the salt reduction programme across the plant bakery industry to meet FSA guidelines... |
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Product Recall |
| Nexus was called in to work with the board of directors of a top 20 UK food company to handle and control a product recall of a promotional product which was considered to be a danger to the very children at which the product was aimed... |
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Bird Flu - Epidemic Media Scare |
| Bird flu threatened epidemic: How to keep out of the news... |
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