The old world, existed upon the foundation of an industrialised economy. This has since replaced by the New world ideology of economies based on intangible assets such as reputation and knowledge. Issues management has become an ever more dynamic and necessary measure in securing brands especially in the unforgiving times of economic recession.

Issues Management has been described as:

"The process used to close the gap"

Businesses invest significantly in manufacturing and maintaining a successful brand. To make it successful, one component is to capture the market with a brand that appears truth worthy and credible.

Regester and Larkin have summarised keys to successful Issues Management:

• Treat Stakeholders respectfully
• Always confront situations, not avoid them
• Listen to your consumers
• Design Clear and Robust management systems
• Create your own code of good behaviour

As a result of the economic downturn the level of issues management cases is steady while the economy is struggling. With the decline in so many businesses and economic scandal, for example Our MP's expenses, consumer confidence is at an all time low. Due to this effective Issues management is believed to be crucial in the survival of companies.

Forces Shaping Issues Management:

• The speed of Global Information
• Politics, economies, social and technological (PEST)
• Influence of broadcast multimedia of the public
• Competition for consumers

Key Concerns within Society that will Shape the Issues Management businesses:

• Economic Security
• Job security
• QSV & VFM issues
• Accountability

These concerns are contributing to a significant increase in consumer activism. A recent case study of this was the media attention caused by Beckie Williams when she challenged M&S for charging £2 more for larger cup sized Bras- Busts for Justice successfully exposed M&S on a national scale causing them to take out full page colour advert in the Newspapers with promotional offers as an expensive apology.

M&S failed to address the needs and requirements of that particular Stakeholder.

Below are four key functions of Issues Management:

• Anticipate and analyse issues
• Develop organisational positions on issues
• Identify key publics whose support is vital to the public policy issue
• Identify desired behaviours of Key Publics

Issues Management is a strategic proactive approach designed to monitor the tipping point and be maintained rationally with significant attention being dedicated to the consumer, stakeholder and general public opinion of the brand, for without that interest the business will not succeed.