ABSTRACT

This chapter examines how media— particularly social media— can represent part of the problem in issues and crises. differ. In Public relations (PR) and professional communication terms, an issue is defined as ‘an identified event or trend which could have a significant impact on an organization’. When facing an issue, potential cost is an important consideration. However, it is recognised that if an issue deteriorates, the potential costs will tend to increase. Issue management is a normal executive activity in PR and communication, carried out as part of ongoing strategic management, in office hours while normal business continues. A crisis, by definition, is outside normal experience, and causes senior management to drop all other priorities. An issue is an identified event or trend that could have a significant impact on the organisation. The difference between an issue and a crisis is most stark when considering outcomes.