Corporate Communication Question:

Key role of PR specialist is to make company better known for traits and attributes that build company's perceived distinctiveness and competitiveness with public. In recent years, PR specialists have become increasingly involved in helping companies manage strategic issues - public concerns about their activities that are frequently magnified by special interest groups and NGOs. Role of PR specialist therefore also consists of issues management, namely "set of organizational procedures, routines, personnel, and issues". A strategic issue is one that compels a company to deal with it because there is " a conflict between two or more identifiable groups over procedural or substantive matters relating to distribution of positions or resources".