Global companies are a rarity in the long history of business that only began to be possible in the 1600s. Now, global brands are the gold standard of success. The pinnacle of any industry is if they become recognizable across the world.
Most brands and companies have some issues. But not all companies take those issues seriously or are good at dealing with them - before they develop into crises. Issues management is a strategic communication tool to change, maintain or develop how a brand is perceived by its key stakeholders.