Issue Management

1) Issue monitoring and key issue identification are the first two steps into an effective issue management process (Parker,Wayne & Kent: The issue management process & effective media relation, 2006). Since UFC had previously experience negative publicity in Germany, they had been consciously scanning the operating environment for mixed martial arts(MMA) sports in an Australian context this time around in preparation to enter the Australian market.

As their aim was to communicate and portray MMA sports accurately they've undertook research especially reviewing past publication in media to gauge public opinions and key opinion formers on their thoughts and level of knowledge about MMA sports. Then they've established a communication strategy on this research findings' grounds to bridge any gaps in knowledge to avoid rumor or misconceptions of the sport. Jane Johnston and Clara Zawawi advised that "it's important for companies to provide as much information as possible to their stakeholders, as rumors can be detrimental" (2004, p301). UFC was engaging and educating through media before it arrive-d in Australia by ensuring resources was devoted to cover the sport. Rather than waiting for public opinions to form they've proactively helped shape the public attitudes towards the sport.

They also understood community's tangible expectation by highlighting economical benefits the event brought to its hosting cities in the states and non-tangible ones such as 'participation' as outlined by Fraser Seitel(2007, p247). Participation requires an organization to participate in community affairs in which UFC incorporated community social responsibility into the program. They tackled stereotypes that the organization encouraged bullying by informing the public volunteering works by UFC fighters in United States which helped reducing bullying in U.S schools. They've included MMA enthusiasts in Australia identified by UFC in articulating this point.

All these tactics...