WHAT IS AN ISSUE?
It will come as no surprise to discover that there are many definitions of an issue offered by business communicators and academics on both sides of the Atlantic.
An issue arises, according to US specialists Hainsworth and Meng (1988): as a consequence of some action taken, or proposed to be taken, by one or more parties which may result in private negotiation and adjustment, civil or criminal litigation, or it can become a matter of public policy through legislative or regulatory action. Chase and Jones describe an issue as “an unsettled matter which is ready for decision”. Others suggest that, in its basic form, an issue can be defined as a point of conflict between an organization and one or more of its audiences. A simple definition that we like to use is that an issue represents “a gap between corporate practice and stakeholder expectations”. In other words, an emerging issue is a condition or event, either internal or external to the organization, that if it continues will have a significant effect on the functioning or performance of the organization or on its future interests.
Example triggers for issues management include the potential for new legislation, an opinion or claim advocated through the media or other channels, a competitive development, published research, a change in the performance or behaviour of the organization itself or individuals or groups to whom it is linked.
Regester, Michael. Risk Issues and Crisis Management : A Casebook of Best Practice (3rd Edition). London, , GBR: Kogan Page, Limited, 2005. p 43. http://site.ebrary.com/lib/bckharkiv/Doc?id=10084451&ppg=64
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