Proposal of reflection on the redefinition of media’s public service, forced by the recent shift of the diffusion paradigm in favor of the credibility paradigm, and its future trends, that it also affects the foundations of one of the most new and unknown techniques of Corporate Public Relations: the Issues Management. Due to such a lack of awareness of the concept, and in order to set precedents in a non-specialized reader, we introduce a conceptual, epistemological and terminological summary, product of a review of the fundamental literature, which shows how organizations can manage proactively their possible issues. Starting with its origins, we define briefly the concept ‘issue’, establishing its types and the stages of its life cycle and, finally, describing the whole Issues Management process.