{"id":305,"date":"2021-11-17T15:01:10","date_gmt":"2021-11-17T15:01:10","guid":{"rendered":"https:\/\/jjwpr.com\/blog\/?p=305"},"modified":"2023-12-05T20:22:05","modified_gmt":"2023-12-05T20:22:05","slug":"beyond-covid-19-issue-anticipation-for-2022","status":"publish","type":"post","link":"https:\/\/jjwpr.com\/blog\/2021\/11\/17\/beyond-covid-19-issue-anticipation-for-2022\/","title":{"rendered":"Beyond COVID-19:  Issue Anticipation For 2022"},"content":{"rendered":"\n<p>If we can force ourselves to peek beyond COVID and see what issues\/crises might be coming in 2022, we may be able to prepare ahead of them.&nbsp;<\/p>\n\n\n\n<p>That was the topic of the panel presented prior to the Yankee Chapter of PRSA (Public Relations Society of America) annual meeting, moderated by Robin Schell, APR, Fellow PRSA and Stacey Smith, APR, Fellow PRSA, partners at the behavioral public relations firm Jackson Jackson &amp; Wagner (JJ&amp;W). Panelists Vanessa Stafford, VP of Communications for the NH Hospital Association, Roz Whitaker-Heck, APR, Associate Provost for Academic Affairs for Champlain College and Jayme Simoes, President of Louis Karno &amp; Co. provided perspectives from the healthcare, education, and nonprofit sectors.<\/p>\n\n\n\n<p>JJ&amp;W began by sharing this 3-step model for issues anticipation<\/p>\n\n\n\n<p><strong>First Step: Issue Identification<\/strong>.\u00a0 Identify the top 5-10 issues that keep your organization\u2019s leadership team up at night. Scan the media environment for industry issues; pick the brains of your fellow industry and PR professionals and create an \u201cissues anticipation team\u201d that monitors those issues and communicates regularly with each other.\u00a0\u00a0 Note:\u00a0 put together a cross-section of volunteer employees from different departments; they will offer different perspectives (note: this has the added benefit of creating cross-departmental relationships).<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>HEALTHCARE, like others, is dealing with a severe staffing shortage \u2013 hospitals have had to transfer patients to other states because even if they have the beds, they don\u2019t have enough staff to provide care. The hotly debated vaccine requirement adds insult to injury.<\/li><li>EDUCATION has been impacted on every level, from daycare at pre-schools to remote learning programs for colleges. COVID-19 has forced changes that were bound to occur, from re-imagining how educational content is delivered, acquired &amp; taught to creating work-life balance for faculty &amp; staff \u2013 all while facing new financial realities that include large deficits.<\/li><li>NON-PROFITS\/TRAVEL\u2019S new challenges include finding a way to stay relevant; COVID-19 has stimulated systemic change and \u201cthere is no going back \u2013 there is only finding a way to adapt to the new normal.\u201d<\/li><\/ul>\n\n\n\n<p><strong>Second Step: <u>Issue Analysis<\/u><\/strong>.\u00a0 Brainstorm issues that could impact your organization in a variety of categories, not just the obvious \u201chot\u201d issues:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong><u>Latent<\/u><\/strong>:\u00a0 back-burner issues that could becoming emerging or hot, with time<\/li><li><strong><u>Emerging<\/u><\/strong>:\u00a0 10% of the population is aware of and is dealing with this issue, but it\u2019s not yet hot<\/li><li><strong><u>Hot<\/u><\/strong>:\u00a0 All-consuming issues you are dealing with at the moment<\/li><li><strong><u>Fallout<\/u><\/strong>: Issues that result from or spin off from a hot issue<\/li><li><strong><u>Association<\/u><\/strong>:\u00a0 An issue that happened at another organization in your industry, but could happen at your outfit<\/li><\/ul>\n\n\n\n<p><strong>Third Step: <u>Issue Response Strate<\/u>gy<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\"><li>Brainstorm <strong>realistic strategy options<\/strong>.\u00a0 \u201cWhat would happen if\u2026\u201d<\/li><li>Write scenarios of possible futures, using a \u201cdecision tree\u201d to predict the various twists &amp; turns the issue could take<\/li><li>Build templates that define:     <ul><li>Strategy considerations<\/li><li>Core messaging for each crisis, with generic holding statements<\/li><li>Members of the crisis team, with decisionmakers and approval process protocols identified<\/li><\/ul><ul><li>Target audiences &amp; the best methods for communicating with them<\/li><li>Logistics planning <\/li><\/ul><\/li><\/ol>\n\n\n\n<p><em>For more information on PRSA\u2019s Yankee Chapter, visit <\/em><a href=\"http:\/\/www.yankeeprsa.org\"><em>www.yankeeprsa.org<\/em><\/a><em>.\u00a0 For more information about Jackson Jackson &amp; Wagner, visit <\/em><a href=\"http:\/\/www.jjwpr.com\"><em>www.jjwpr.com<\/em><\/a><em> or contact Robin Schell, APR, Fellow PRSA at <\/em><a href=\"mailto:rschell@jjwpr.com\"><em>rschell@jjwpr.com<\/em><\/a><em> or 603\/770-3607.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If we can force ourselves to peek beyond COVID and see what issues\/crises might be coming in 2022, we may be able to prepare ahead of them.&nbsp; That was the topic of the panel presented prior to the Yankee Chapter of PRSA (Public Relations Society of America) annual meeting, moderated by Robin Schell, APR, Fellow &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/jjwpr.com\/blog\/2021\/11\/17\/beyond-covid-19-issue-anticipation-for-2022\/\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Beyond COVID-19:  Issue Anticipation For 2022&#8221;<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,4,5],"tags":[],"class_list":["post-305","post","type-post","status-publish","format-standard","hentry","category-communications","category-crisis-issue-anticipation","category-strategy-tactics"],"_links":{"self":[{"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/posts\/305","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/comments?post=305"}],"version-history":[{"count":1,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/posts\/305\/revisions"}],"predecessor-version":[{"id":307,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/posts\/305\/revisions\/307"}],"wp:attachment":[{"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/media?parent=305"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/categories?post=305"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/tags?post=305"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}