Public issues whose source lies in the social structure and culture of a society refer to social problems affecting many individuals problems in society thus help account for problems that individuals experience. Social and ethical issues are present in everything we do no matter how large or small the scale of your work or how major or minor the impact the people you engage with will have views about the social and ethical issues raised by your research the chances are that many of those views will differ significantly from your own. Managers must respond flexibly to the changing demands and expectations of the public and the ever changing nature of public problems yet they must do so in a manner that provides accountability to the public and political overseers. Issues management is a seductive concept for those who are talented and tenacious enough to make their careers in public relations the idea of managing contentious issues taming them bringing them to heel and making them do our bidding is illusory but utterly compelling
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