Journal #J-07/2002
Issues Management as a Basis for Strategic Orientation
Carl Brønn & Peggy Simic Brønn(1)
Department of Economics & Social Sciences Agricultural University of Norway PO Box 5033, N-1432 Ås, Norway http://www.nlh.no/ior/ e-mail: carl.bronn@ior.nlh.no

(1) Peggy Simic Brønn, Department of Communication, Culture and Languages, The Norwegian School of Management, Sandvika, Norway

Brønn, C. & P. S. Brønn (2002): "Issues Management as a Basis for Strategic Orientation", Journal of Public Affairs, 2(4):247-258.

Abstract:
Organizations are undergoing dramatic changes as stakeholder groups exert more and more influence on organizations' place and responsibilities in society. Important drivers in this process include the environmental movement, the search for total quality management, the concept of sustainable development, ethics and organizational learning. Because the various stakeholders can view these complex issues quite differently than the organization does, it is important that those working with communications are able to understand the underlying complexities of stakeholder relationships. We build on research from the organizational learning field to gain a deeper understanding of the processes that influence our perceptions of stakeholder groups. Three specific communication skills ae identified that enable the communications manager to engage stakeholders in a meaningful dialogue, and thereby enhance the effectiveness of the organization's communication efforts.

Key words: Issues management, strategic thinking, mental models, systems thinking

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