The reason why many of crises occurs is that we are not paying enough attention to existing or emerging issues. In this case issues are controversial matters that people argue over and that often lead to confron¬tations and political battles. Every organization should scan and monitor environment for such issues and this activity is also known as issues management.it also involves relations with stakeholders. So first of all it is very important for the organization to list and analyze stakeholders and relationships with them. Life cycle of an issue consists of three phases:
• Emerging Issue Phase-there – there are some signals from different channels like magazines, journals and local accidents or disasters.
• Public involvement phase - The mass media serve as the major channel through which the public becomes aware of an idea, gains more understanding about it, and perhaps becomes con¬cerned and aroused to take action.Newspapers and television differ in their impact. Newspapers are more influential in the long term but television has a greater short-term effect in determining general agreement on what the top stories are-what most people will talk about with each other.
• Legislative Phase - At this point there is a struggle between various interest groups to influence public policy intensifies and is reflected in heightened mass media coverage.
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