"The public is the only critic whose opinion is worth anything at all." Mark Twain

hi mates!!! Public relations is amazing you could never know enough... so far i have learnt quite alot but i still need to practice my writing skills.

issue identification begins with consideration of trends which precede issues. an issue is defined as "an unsettled matter which is ready for decision" whereas trends are detectable changes which precede issues.
it is advisable that issues be classified according to their type, impact and response source geography and span of control. the idea is that since it is impossible to manage every issue.. a company must develop a process by which it can identify and classify issues.
the firm has to monitor the media to get informed and get an insight of how their clients have been presented.
it does not always mean that there will always be an issue when a firm's client has been presented in a news article.when identifying an issue first take into consideration, your client's target audience and how they will be affected by what has been communicated in the media.

Remember!!
1) when presenting to your clients not to mention that something is an issue or has potential to be an issue without stating facts or proof as backup to what you are saying... so a lot of research will have to be put in.
2)this is not a matter of your own opinion, so don't mention that something is an issue just because that is how you feel it should be, or could be, and this is very crucial

the importance of identifying issues, and presenting it to your client, is that it keeps your clients updated of their progress, and also how they can improve their approach towards their key publics in order to achieve their goal..

its all about managing and maintaining the clients reputation