If an issue develops into a crisis – often when that anticipation breaks down – then key messages, trained spokespeople with a clear statement and an eye on the moving goal posts are just as important.
Issues management is usually about reputation and a big chunk of its effectiveness is down to trusted relationships and anticipation. Good issue papers have a simple structure, key messages that are straightforward, stand-by statements that sound reliable and human, and FAQs that tackle the real questions from a range of possible audiences. Then it’s all about a clear process so that everyone who needs to know about the background and position has the up-to-date paper.