Summer reflections, pt. 2
That same mindset followed me into my Master’s dissertation – which looked at financial issue management, and how organisations can more effectively navigate and mitigate risks, especially during periods of uncertainty. I studied this through the lens of the 2008 financial crisis, interviewing more than a dozen senior communications leaders active at the time.
What I found was revealing. Most organisations were still operating with issue management models rooted in frameworks from the 60s, 70s, or perhaps the 90s at best. These models, while foundational, were often poorly suited to the information environment we live in now – especially the pace, volume, and volatility introduced by digital media.
So I developed something new. A more holistic system. One that accounts for the dynamics of the digital ecosystem – its speed, its unpredictability, and the way issues can emerge from anywhere. Unlike traditional frameworks, this approach enables real-time issue mapping across sectors, politics, competitors, and wider societal trends. It doesn’t just help you respond; it helps you anticipate, adjust, and ultimately shape the narrative.
And today, I still believe in that model. It’s evolved, but the principles are the same. That digital-first context isn’t just a feature – it’s fundamental. Most agencies and organisations still struggle to navigate it properly. They may claim to be digital, but few truly understand the triggers, signals, and nuances of the online space. We do.
Issue management is foundational. It helps you read the room before you enter it. It allows your comms strategy – whether in marketing, PR, or public affairs – to align more closely with your environment and stakeholders. It helps you not just manage risk, but recognise opportunity.
This thinking is also shaping what we’re building now: a platform called EnTool. It’s designed to make modern issue management accessible, intuitive, and actually useful. It’s still in development, but it’s coming. If you're curious, just drop me a message – I’m always happy to chat.
Because ultimately, issue management today isn’t about just defending a brand – it’s about building one. With intention. With intelligence. And with real-time context that only a digital-first mindset can deliver.
