The Value of Issue Management Groups
I recently suggested a simple, six-question framework for developing actionable and effective public affairs strategies. This framework begs the question, “Then what?” In other words, how do you implement and manage a strategy once you have it?
One of the most effective ways to implement and manage a public affairs strategy is through Issue Management Groups (IMGs). These groups, as the name suggests, are cross-functional teams of internal subject matter experts and stakeholders. They are brought together to oversee and, in many cases, implement a public affairs strategy.
An IMG can be formed around a core issue, such as data security in the case of a fintech, or it can be more ad hoc in nature. For instance, it can guide public affairs associated with entering a new market or launching a new product feature. IMGs can also be leveraged for very specific public affairs activities or goals, such as representation at the World Economic Forum or increasing public trust in an organization’s brand.
The advantages of using IMGs instead of relying solely on public affairs professionals to carry out all the necessary work include:
Ongoing coordination across the organization. IMGs facilitate regular communication and alignment between different departments, ensuring a more holistic approach to public affairs and incorporation of public affairs thinking into business decisions.
More efficient use of resources. By tapping into expertise (and time) from various departments, IMGs allow public affairs professionals to leverage their own time and expertise across more issues and campaigns.
More agile management of issues. Regular communication across departments facilitated by IMGs means teams can pivot more quickly as emerging issues arise or the external landscape changes.
Development of surrogates for public affairs tasks. Ongoing coordination and regular communication allow non-public affairs IMG members to represent the company more effectively in various forums, trade associations, and meetings with policy-makers.
Better buy-in from the business for Public Affairs in general. Involving various stakeholders in IMGs increases understanding and support for public affairs initiatives across the organization.
Who should be included in each IMG? The key is to include all (but only) representatives from each relevant internal function. Usually, core members include representatives from:
Public Affairs, to act as “secretariat” and manage the implementation of IMG-led decisions;
Corporate Communications, to develop key messages and ensure consistency between public affairs initiatives and broader corporate communications;
Product Management, to provide insights on current and future development roadmaps and ensure public affairs activities remain supportive of the company’s core business objectives;
Market/Country Management, to lend local insights and cultural context and help tailor strategies to specific geographic regions or markets. Since these managers often overlap with key sales teams, they can also provide insights from customers and clients;
Legal, to offer insights on relevant regulations and review activities for compliance with all relevant laws and regulations.
Other helpful functions (depending on the industry, issue, or specific campaign objective) might include Risk, Strategy and Corporate Development, Executive Leadership, Finance, and Engineering.
Ok, but what exactly should an IMG focus on? What does it accomplish that cannot be done the “normal way?” A few key objectives that the collaborative and cross-functional nature of IMGs are particularly well-suited to address include:
Determining key third-party stakeholders and influencers. The broad composition of IMGs helps identify and prioritize external parties who can impact or be impacted by the organization's activities and strategies. Each team member will bring a unique perspective informed by their role and professional environment.
Developing key messages aligned with the organization's general marketing and communications strategies. IMGs craft consistent, targeted messaging that supports both public affairs objectives and broader organizational goals.
Informing product roadmaps. IMGs are a two-way street. Yes, they support public affairs, but they also provide valuable insights into regulatory, reputational, and market considerations that can inform decisions such as product development and timing.
Adjusting the organization's public affairs strategy in real-time. IMGs continuously evaluate the effectiveness of current strategies and make data-driven adjustments based on a holistic view of the organization to improve outcomes.
Issue Management Groups are simple yet powerful tools for implementing and managing public affairs strategies. By bringing together diverse expertise and perspectives, IMGs enable organizations to navigate complex issues more effectively, respond to challenges swiftly, and align public affairs efforts with broader business objectives.
As the policy-making and public affairs landscapes continue to evolve, IMGs' collaborative and agile nature makes them an invaluable asset for any organization looking to have a strong and positive public impact.
