User:Gabi Gatling/Strategic Communications

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Strategic Issues for Communication Management can be defined as a fundamental critical challenge affecting an organization's trust, mission, values, stakeholders, resources, structure, processes, management, product and/or service level. Building and maintaining trust is one of the most critical strategic issues in public relations in all four regions. Trust, including building and maintaining it, is considered the number one issue for the field for the first time since the monitor started in 2007 (Ansgar Zerfass R. T., 2019). The majority of respondents feel very confident in their organization’s skills (76.8% in agreement), the ability to accomplish what it says it will do (77.0% in agreement), and the capability to keep its promises (70.9% in agreement). However, trust levels varied along the line of hierarchy: top leaders trust their organization significantly higher than employees at lower levels do(Ansgar Zerfass R. T., 2018). An organization that is trustworthy and transparent is more profitable and develops a great reputation that cannot be affected or disturbed by fake news. With the rise of social media and fake news stories that become viral, it is the duty of a PR to protect the brand’s reputation. according to the ECM only a small number of practitioners (12.3%) rate dealing with fake news and false information as an important issue for communication management (Ansgar Zerfass R. T., 2018).