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Recognising strategic issues

Strategic issues arise out of changing trends and social expectations in some dimension of the total environment in which the organisation exists. They represent both threats and opportunities, but for many organisations, acknowledging opportunity in the complexity created by an issue is very difficult.

Whatever their source, most damage to the organisation occurs through poor anticipation of, and lack of attention to, the public reaction and policy consequences of an issue.

Many issues have the potential to become crises, crippling large or small organisations, if they are not identified early and managed successfully. A strategic Issue Risk Management program can avoid corporate crises by effective and early involvement in the issue.

At its most successful, strategic Issue Risk Management offers a powerful tool for corporate involvement in the public policy process, creating both a positive future and a sustainable organisation which fits into that future.

More information can be found in Kerrie Mullins-Gunst's Secrets of Successful Issue Risk Management audio cassette, available from the Shop, or call us on 03-9859 3924 for assistance managing the risks from issues facing your company.

© Kerrie Mullins-Gunst
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