Issues Management |
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Issues management is prioritizing and proactively addressing public policy and reputation issues that can affect an organization's success. Many large companies use issues management techniques to keep their external relations activities focused on high-priority challenges and opportunities.
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In July 2007, when Mattel learned of toxic lead paint in some of its toys sold in Europe, there was concern at the company but little panic. The maker of Barbie, Hot Wheels, Fisher-Price and Disney products already had a 114-page plan in the event of such a crisis, which it successfully followed. 
