Summary
Contents
Subject index
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.
Features
- Includes a NEW chapter on brand equity, updated examples, theories and cases throughout, new information on activists and activism, and increased attention to the role that technology plays in issues management
- Explores ways public relations, risk communication, and crisis communication can be used to address crucial public policy options
- Advises managers on ways to lessen the chance of a crisis becoming an issue through an examination of crisis preparation and responses
- Addresses the topic of reputation management by exploring the connection between issues management and brand equity using examples from McDonald's and Wal-Mart
- Challenges managers to engage in collaborative decision making with community leaders and residents to reduce the chance that undue fear will translate into unnecessary regulation or legislation
- Opens each chapter with case study vignettes and closes with summary questions and issues management challenges
Strategic Issues Management is appropriate for courses in Corporate/Strategic Communications, Public Relations Management, Crisis/Risk Communication, Strategic Management, Public Relations Management, Organizational Communication, and Public Policy and Administration.
Brand Equity and Organizational Reputation: Marketing and SIM
Brand Equity and Organizational Reputation: Marketing and SIM
Vignettes: Proactive versus Reactive
The connection between brand equity and strategic issues management (SIM) can be illustrated both as an offensive and defensive strategic process. The following vignettes illustrate a variety of options. Unlike previous chapters, several vignettes are offered here to help establish and illustrate the relationship between brand equity and SIM. Organizational reputation is a lynchpin in this relationship. Stressing the relevance of brand equity and SIM, Knight and Greenberg (2002) pointed to the success that Nike Corporation had in using product promotion by emphasizing Nike's stance on social issues to define its brand equity. It was a sports apparel company with a heart. Because it had demonstrated a ...
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