Abstract
Through the broader concept of issues management, corporate issues campaigns have been tied to at least six theoretical frameworks. Systems and powerful stakeholder theories focus the organization's choice of issues on which to expend resources; legitimacy gap and issue life-cycle theories explain issue development; and social exchange theory and rhetorical analysis present approaches to practicing issue campaign management. These theories can also be applied to social-issues campaigns. All of the theories emphasize the need for research in campaign management, from understanding the relationships within the multidependencies identified by systems theory to evaluating the costs and benefits of social exchanges presented in campaign messages. This article attempts to explicate these theoretical foundations, present a model of the issues campaign process, and demonstrate the contribution the theories make to issues campaigns.
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