Master of Arts in Communication : Corporate Communication Studies

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Course : Strategic Issues Management (1505SIM14)

Session Topic : What Happens Afterwards

Course: Strategic Issues Management

By Rudi Sukandar, Ph.D

LSPR eLearning Program

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Part 1 Issue Life Cycle & Recovery

Part 2 Post-Issue Review

Part 3 Discourse of Renewal

Content

Part1: Issue Life Cycle & Recovery

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Overview: Today

1. Issue life cycle

2. Issue recovery

3. Post-issue review

4. Discourse of renewal

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Issue Life Cycle: About

Issue life cycles are seldom smooth

1. Normal

No further variables change progress of the issue. This is the ideal, simplistic situation. Mostly the life cycle momentum changes course for a range of

reasons.

2. Changing direction

Stopped - new facts or stakeholder actions stop issue.

Interrupted - same as stopped.

Stages skipped - crisis occurs or new facts galvanise attention.

New stakeholders may enter. Outcomes of other issues push issue along.

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Issue Life Cycle: About (cont.)

3. Repeating

a. Cyclical

New facts cause reinterpretation or reassessment of issue.

Stakeholders entering or exiting cause

issue to move back and forward.

b. Enduring

New facts constantly enter and alter face of issue...

...adding complexity.Bigelow, Fahey & Mahon (1993)

Barbara Bigelow

Professor of Mgt,

Graduate School of

Mgt, Clark Univ.

(2001-present)

Liam Fahey, Ph.D.

Assoc. Professor

Boston Univ.

(Sept1985Aug1991)

John F. Mahon

Chair of Intl Business

Policy & Strategy,

Professor of Mgt,

Univ. of Maine

(2001Present)

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Issue Life Cycle: Example from Student Assignment

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Issue Recovery: The Loss

Issue recovery

consists of the actions and communication undertaken by an organisation

to recover any setbacks caused by a major issue.

The loss can apply to:

a. Image or reputation

b. Goodwill

c. Employee support, engagement

d. Customer loyalty

e. Market share

f. Shareholder value.

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Issue Recovery: Overview

Recovery tends to be put in the background while issues are dealt with.

After a major issue, managers try to return to business as usual. They may try to see an adverse issue outcome as a rare event, and can ignore its lessons.

Whats more, If legal problems arise out of the issue, ...managers try to dodge personal blame.

Often, successful issue management results in no apparent change, e.g. stopping new legislation/regulations. Therefore managers are likely to see IM as merely a cost, ...without understanding the success and importance of the result. Accordingly, the positive outcome needs to be sold to management.

Part2: Post-Issue Review

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Post-Issue Review: Overview

a. Issues tend to be messy, and they may linger for some time. The issue may drag on in one form or

another.

b. Organisations that focus on continuing businessand reputation recovery may lack proper

processes for... ...effective management of longer-term

issues.

c. Depending on, the nature and extent of the issue, ...the post-issue phase should involve a post-issue analysis and improvement plan.

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Post-Issue Review: Evaluation/Modification

Contents of post-issue analysis and improvement plan

a. Executive summary1. Summary of who, what, why, when, where, how and how much2. Major strengths identified3. Primary areas for improvement identified

b. Issue review1. Issue review, providing more depth of above details2. Issue management team - relevant comments3. Other participating organisations, if any

c. Analysis of capabilities (performance of each functional area involved)1. 2. 3. etc

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Post-Issue Review: Evaluation/Modification (cont.)

d. Lessons learnt1. Knowledge and experience, 2. Best practices, 3. Good stories, 4. Procedural notes

e. Conclusion Recommendations

Part3: Discourse of Renewal

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Discourse of Renewal: Overview

a. The recovery phase may offer opportunities for renewal as well.

b. Discourse of renewal addresses the public debate that follows an issue, discourse means written or spoken... ...communication or debate.

c. It applies where wrongdoing is not applicable.

d. Discourse of renewal, helps to generate support for rebuilding and rejuvenating damaged relationships with stakeholders.

e. Relevant to, those affected by the adverse event and also a larger indirect audience who have potential to

provide support.

Seeger & Griffin Padgett (2010)

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Discourse of Renewal: Features

Features of post-issue discourse of renewal

1. Focus on the future.

2. Opportunities created by the issue,i.e. the event might clear the way for long-needed renewal.

3. Ethical communication grounded in core values,e.g. recommitment to core defining values by firms.

Seeger & Griffin Padgett (2010)

Source: https://www.youtube.com/watch?v=

VaRdUHrUnBs

Matthew W. Seeger

Professor & Chair Dept. of

Communication at Wayne

State Univ.

Donayle R. Griffin Padgett

Associate Professor Wayne

State Univ. (2014Present)

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References

1. Bigelow, B., Fahey, L., & Mahon, J. (1993). A typology of issue evolution. Business and Society, 32(1), pp. 18-29.

2. Seeger, M., & Griffin Padgett, D. (2010). From image restoration to renewal: approaches to understanding post crisis communication. Review of Communication, 10(2), pp. 127-141.

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Course : Strategic Issues Management (1505SIM14)