Issues management, of late, seems to be the area of Public Relations that sparks off a lot of debate. Many critics have slammed issues management as allegedly unethical in the view that it is all about spinning and protecting a firm’s reputation in the eyes of its publics. This essay aims to take the stand that issues management is both spin and a genuine long-term commitment to stakeholders by using an illustration of the McDonald’s Animal Welfare Programme.
First and foremost, what can be considered an issue? An issue is when “there is a gap between stakeholder expectations and an organisation’s policies, performance, products or public commitments.” Some traits of an issue are that an issue is usually long-standing, slowly developing, or predictable and it is impactful on an industry or product category, it can be identified, monitored and managed as it emerges and it can be brought into the public arena (or at least fuelled) by protagonists or activists and reported......

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Title: Issues Management: Spin Or Genuine Commitment?
Approximate Word Count: 1915
Approximate Pages: 8 (250 words per double-spaced page)

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