Effective public relations isn’t just about securing media coverage; it’s about helping organisations navigate challenges with clarity, credibility and confidence. That’s where issues management comes in.
From navigating public scrutiny to managing sensitive announcements, issues management ensures that reputational risks are addressed before they become full-scale crises. At Pure Public Relations, we’ve helped organisations across sectors stay in control of the narrative with measured, media-savvy responses backed by real expertise.
Here, we explore several real-world examples of issues management done well, and what businesses, charities, and industry bodies can learn from them.
What is issues management in public relations?
Issues management is a strategic communication process that identifies and addresses concerns before they escalate into crises. While crisis communication responds to events after they happen, issues management focuses on early intervention.
The aim isn’t just to limit damage; it’s to protect your credibility, maintain stakeholder trust, and provide clear, proactive messaging in the face of reputational challenges.
Examples of issues management in action
1. Johnson & Johnson: Responding to product tampering
When Tylenol capsules were found to be laced with cyanide in 1982, Johnson & Johnson acted quickly. The company halted sales, recalled products nationwide, and introduced tamper-proof packaging, setting a new standard in the industry.
Lesson: Transparency and decisive action, backed by ongoing communication, are key. Rebuilding trust begins with showing leadership in the moments that matter.
2. Airbnb: Addressing discrimination claims
After widespread reports of hosts discriminating against guests, Airbnb launched a company-wide review, engaged civil rights experts, and implemented mandatory anti-discrimination training.
Lesson: Taking responsibility and demonstrating action through policy change shows your commitment to improvement, not just image management.
3. Woolworths Australia: Managing food safety concerns
In 2018, customers discovered sewing needles hidden in strawberries. Woolworths responded by removing products from shelves, communicating clearly in-store and via media, and continuing to support affected farmers.
Lesson: Issues management isn’t only about responding to problems; it’s about supporting your wider network of stakeholders and demonstrating social responsibility.
4. Australian universities: Navigating COVID-19 travel restrictions
As international borders closed in early 2020, universities had to address widespread concern from overseas students. Many proactively communicated changes, offered flexible arrangements, and set up dedicated support teams.
Lesson: Even when the situation is outside your control, timely communication and visible support make all the difference in how your brand is perceived.
How Pure Public Relations supports effective issues management
How you respond to an issue is your reputation. Whether you’re navigating community scrutiny, stakeholder pushback, or emerging public concern, Pure Public Relations helps you prepare, respond and communicate with care.
We don’t rely on vague promises or superficial spin. Instead, we offer practical communication strategies tailored to your audience, grounded in experience, not jargon.
One key advantage of working with Pure is our Guaranteed Media Coverage model. While issues management doesn’t always aim to generate publicity, when appropriate, we help ensure your message is heard in the right way, by the right people, and in the right channels. Our results are measurable, ethical, and delivered with complete transparency.
Preparedness beats panic
Strong reputations are built during calm and tested and proven during challenge. The organisations that come through difficult times with their credibility intact aren’t lucky. They’re prepared.
If your organisation needs strategic support in identifying reputational risks, planning communication responses, or staying ahead of potential issues, we’re here to help.
Get in touch with Pure Public Relations to explore how our senior consultants can support your communications strategy.
