Académique Documents
Professionnel Documents
Culture Documents
Little acknowledgement of external environment Produce goods Provide employment Pay dividends Success measured in economic terms
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1960s - economic growth producing detrimental side effects Emphasis on protecting human health, not environment per se
Example
The energy crisis
Medicaid reimbursement that results in cost shifting Hazardous waste disposal that can be characterized as creation of an environmental threat
ISSUES MANAGEMENT
Coined in 1977 New Type of Corporate Communications Response to Increasing Criticism of Big Business Method of Monitoring the Environment Managing New Challenges and Change Mid-1970s, Issues Became Strategic Issues Organizations Became Proactive
Location of IM Programs
Public/Government Affairs Corporate Planning Corporate Communications
Issues Management
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Results Program Design Implementation Policy Options Policy and Strategy Selection
Issue Priority
Assess impact of issue on Closely monitor issue. objectives, current strategies Actively seek additional and operational plans for information. immediate action.
Low
Evaluate impact of issue and Monitor issue. identify nature of response, if Drop, if unimportant. any.
Clear
J.C. Camillus and D.K. Datta, Managing strategic issues in a turbulent environment, Long Range Planning 24, April 1991
Fuzzy
Issue Clarity
Four functions:
Sharpening planning for responsible adapting the organization Knowing and exceeding standards Monitoring issues Communicating to build beneficial relationships
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13
Increasing
Education reform Global warming Day care Shorter work week Comparable worth Road congestion
Groundwater protection Acid rain Clean Air Act Amendments Energy taxes Health care reform Hazardous waste treatment
Environmental Protection Agency Motor Vehicle Safety and Health Admin. Energy Policy and Conservation Act Safety belt use laws
Emission standards Environmental permits Gas guzzler taxes Product recalls Plant inspections/fines Fuel economy standards
Social Expectation
Political
Legislative
Social Control
T.G. Marx,Strategic planning for public affairs, Long Range Planning, 23(1), 1990.
IM now includes fostering and maintaining corporate image Tied to behavior of organization and communication management Integrity of the organizational identity
Environmental Scanning
A methodology for collecting and analyzing information about every sector of the external environment that can help management to plan for the organizations future. Chun Wei Choo
. . . A radar-like vigilance used to spot potential or actual issues at their earliest point of development. (Heath)
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Organizational environment
Does the company accept new ideas, concepts and processes? Are there open communications channels? Is the company capturing environmental information that is readily available`?
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Organizational environment
Are the linkages of change to the companys operations properly assessed? Is environmental intelligence integrated into strategic planning?
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Operational
Governments Economies Control Productivity Capacity Resources
Approaches to Scanning
Scientific -- social scientific measures of stakeholders to determine whats going on out there
Tree Diagrams, Trend Impact Analysis Flow Charting, Morphological Models
Informal -- individualistic, subjective techniques, nonrepresentative samples of publics, and key contacts
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External Media-related Sources Business-related Bankers General Customers Business & Financial Suppliers Trade Consultants Technical/Academic Unrelated Regular associations Other Sources Friend Purchased research reports Professional peers Technical conferences Periodic encounters Trade shows Adjoining seat occupant Educational seminars Neighbor Direct observation
Internal
Line Relationships Superiors Subordinates Staff Relationships Peer Relationships Counterpart Relationships (cross-divisional) Other (motivated by personal relationships, mutual interest) Reports Progress Performance Projection Activity Meetings Scheduled Issue-motivated
3 4 5 6
Best Practices Planning and manage scanning as a strategic activity Implement scanning as a formal system Partner with domain experts and IT specialists in designing system Manage information as the core of the scanning function
Two cases
Playtex Company and the Sippy Cup Intel