Issues management & Public Affairs

Issues management & Public Affairs

This part of the MSc in Corporate Communications programme is a three-day course in issues management and public affairs; these are two closely related disciplines.

Issues management

Communication professionals deal with the interface of business and society according to the premise that a company’s long-term ‘license to operate’ in society depends on the way in which it manages its operations and implements its strategy.

We will explore a multidisciplinary perspective because some issues affect numerous stakeholders simultaneously. They can be managed only when all the corporate disciplines co-operate.

As a set of tools, issues management involves:

1.       Scanning the organisation’s environment and tracing emerging issues;

2.       Positioning the corporation's issues with regard to its stakeholders and their interests;

3.       Managing issues such as communication strategies and establishing a profile through media channels.

Public affairs

Communication professionals and their departments integrate the techniques for managing market and non-market environments. They place particular emphasis on influencing processes of policies and regulations from government and other regulatory organisations.

Public affairs departments deal with political and regulatory issues that arise in business operations. They can create threats and opportunities, so it’s important to incorporate this ‘non-market’ component into marketing strategy.

Core objective

The core objective of this course is to stimulate your learning about these two closely related disciplines.