Many organizations actively engage in ‘Issues Management.’ For most, this involves scanning the news, developing communications strategies around relevant issues and trends, and then communicating their messages back through the media.
However, effective communications is more than just managing issues through the media. Companies and organizations must also be aware of their external publics the people and groups outside of an organization’s sphere that affect, or are affected by, what that organization does.
This is known as ‘Relationship Management.’ It is the discipline of identifying key publics and establishing strategies for building and maintaining mutually beneficial relationships with those publics.
Identifying External Publics
Like most organizations, there is a good chance you are already using media monitoring to track the issues that affect your organization. This is Communications 101.
You may even be taking it one step further and conducting some kind of media analysis, including assigning tones like positive, negative or neutral to news stories. And if you’re not, you...
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