The Issue Management In The Enterprise's Public Relations

Issue management is a new thing in the field of public relations, at the same time it is one big concept that you may find in the disciplines of Public Relations, Public Policy, and Enterprise Management, etc. This text fuscous on the issue management in the enterprise's Public Relations emphatically, it is a management of information resource in the course of Public Policy forming in enterprises. It can tell enterprises how to face the rapid changes of external environment, let enterprises know what Public Issues may cause influence, and mobilize enterprise resources rapidly, form the tactics, to respond to these issues or influence the development of these issues. At present, the research about issue management in the enterprise's Public Relations is still at preliminary stage in China, this text uses the research approaches of such multi-disciplines as Public Relation,Communication ,Marketing,Management ,Sociology,Political, etc. Based on the genesis foundation of issue management, establish a system of theoretical foundation of issue management, this text have explained the function and the meaning of issue management in the enterprise's Public Relations. Actually, the multi-disciplinary research approach is one of the innovations of the research field of issue management. At the same time, the options about theoretical foundation and functions of enterprise's issue management are also kinds of innovations. The innovation and break-through of this text also embody: Have redesigned the procedure of enterprise's issue management, made it turn from a simple,one-way course into a relatively high-efficient and cyclical procedure; Have described the most important eight issues for modern enterprise exhaustively. These two points are very important for implementing enterprise's issue management systematically in Chinese enterprises. On the other hand, I would still like to define this text as An Exploration Study, As the research about issue management in China are too weak, even in foreign countries, the theoretical research and practice about issue management is still far from reaching ripe stage, especially lacking systematic, integrated thinking about enterprise's issue management. This make me face enormous challenge, therefore "An Exploration Study" is qualified to a certain extent, but it also impel author collect materials more carefully, more overall, and think about enterprise's issue management more deeply.