Strategic issue management in public relations a research for Generic Medicine subject

Issue Management is a management process that estimates and takes actiontoward the problems which are related to developing trends that will affect firmstakeholders with great probability. Issue management in public policy is themanagement of corporate and social resources towards the aim of increasing thecorporate benefits and rights with the stakeholders in mutual balance. PRpractitioners must evaluate the issue in public policy for filling the gaps betweencorporation and stakeholders by determining the needs of the stakeholders. Issuemanagement covers identifying the issue, analyzing the issue, setting priorities,choosing the strategies, operating the action and communication programs andevaluating the productivity. For these reasons, in the first chapter it was explained thebasic strategic issue management with the subjects such as what is strategic issuemanagement? How is it formulated as a element of strategic corporate planning? Andwhy do corporations need issue management?The foundation of the strategic issue management is to determine andformulate the public policy or manage the corporation strategically in the direction ofpublic policy. In the second chapter it was explained what the public policy is andhow is it formulated. Besides it was observed the place of public opinion in theformulation of public policy and the importance of the determination, formulation andmanaging of the public policy by the corporations. Strategic issue managementprocess are giving support to the corporations in the understanding and controlling ofthe public policy. In this chapter it was revealed the importance of the strategic issuemanagement towards public relations by explaining the effective strategic issuemanagement communication. Because issue management is not just a form ofcommunication or the analysis of public policy trends or corporate planning, it is aimportant management process. By the integration of all these activities in theadministrative level the corporation can adapt it self to the politic and socialenvironment that changes rapidly and continues its existence as a part of thisenvironment. For these reasons public relations takes much more responsibility andtasks then the past times.In the third chapter, it was observed all the strategic issue managementmodels in the literature. The aim is to find out best pattern for managing the ?GenericMedicine Issue? by analyzing these models and observe the form of managing aissue in TurkeyIn the last chapter of the thesis, in-depth interviews were carried out, andGeneric Medicine issue was evaluated and it was made certain suggestions foreffective management.