Strategic Issues Management: Organizations and Public Policy Challenges » (2nd Edition)

Robert L. Heath is professor emeritus at the School of Communication University of Houston and Academic Consultant in the College of Commerce, Faculty of Management and Marketing at the University of Wollongong in Australia. Heath is one of the academic pioneers in examining the history and theoretical foundations of strategic issues management. He is author or editor of 12 books (and 2 second editions) and 100 articles in major journals and leading edited books. In addition to strategic issues management, he has written on rhetorical theory, social movements, communication theory, public relations, organizational communication, crisis communication, risk communication, terrorism, and reputation management. He edited the Encyclopedia of Public Relations and the Handbook of Public Relations. He has lectured in many countries, to business and non-profit groups, and for various professional organizations. In May 2007, he was saluted by the Issue Management Council for his leadership over three decades to foster mutual interests between the corporation and all stakeholders and stakeseekers.

By exploring the communication options that organizations can employ in their stewardship to address crucial public policy options and engage in collaborative decision making, Strategic Issues Management gives students practical, actionable guidance. Issues management is vital to an organization's strategic management. It entails understanding and achieving high standards of corporate responsibility by listening to the opinions of key members of the public.

Ch. 1 A Foundation of Community 1

Vignette: British Petroleum - Enlightened Leader or Lightning Rod? 1

Ch. 2 Historical Foundations 45

Vignette: Westinghouse Versus Edison

Ch. 3 Scouting the Terrain 87

Vignette: The Greening of Nuclear Power

Ch. 4 Corporate Social Responsibility (CSR) Vignette: Wal-Mart's Makeover? 125

Ch. 5 Special Interest Activities as Foes or Allies 157

Vignette: Fast Food - A Lightning Rod for Big Food Protest

Ch. 6 Issues Communication 199

Vignettes: Activists Speak with Many Tools

Ch. 7 Obligations and Constraints on Issues Communication 245

Vignette: Corporate Speech-Free, Free for Some, or Not at All? Chapter Goals

Ch. 8 Issues Management and Crisis Communication 273

Vignette: It Takes Two to Tango

Ch. 9 Issues Management and Risk Communication 309

Vignette: Risk, Risk Everywhere

Ch. 10 Brand Equity and Organizational Reputation 349

Vignettes: Proactive Versus Reactive

References 373

Index 405

About the Authors 411