Issues management works around a framework of structure to govern how best to resolve issues that may occur. There are five main roles and responsibilities :

• Strategic Analysis
• Tactical Programmer
• Opinion Facilitator
• Advocate
• Counselor

Following these methods leads to successful and effective issues management which can increase market share, enhance corporate reputation, save money and build important relationships with stakeholders.

Key IM functions:

• Identify the issues and trends
• Evaluate their impact
• Set priorities
  
• Establish customer position
• Design the corporate action and response to help achieve the position
• Implement the plan

It is possible to assume that Royal Mail have failed to put in place these functions, as currently their stakeholders, in this case the employees are planning to strike later this week despite last minute negotiations with the workers union.

In accessing the seriousness of an issue it is important to recognise the key players and to which coalition they belong to. Another aspect is threat management and who possible trouble makers may be, for example:

• Associates
• Government
• Employee
• SIGs
• Public
  

With the focus remaining on closing the gap. This can be achieved by establishing where 'we', the management team, are and where we want to be and how it is possible for this to be achieved.

P.E.S.T- Political, Economic, Social and Technology
S.W.O.T- Strengths, Weaknesses, Opportunities, Threats

These are two methods of recalling the important aspects to consider and effectively negotiate.

Marketing and Public relations are integrally linked, however their roles do differ. Marketing focuses on bringing a product to market based on it being the right price, placement and time. The other element is promotion, this is the one aspect that P.R is predominately involved with.
Using S.I.V.A ( Solution, Information, Value, Access) P.R is a delivery of a message designed to stimulate awareness and raise interest. Advertising does the same job, however the main difference being that P.R is financially more efficient.