Most issues management advice centers on dealing with crisis, but most issues drag on for years, requiring strategies for a marathon, not a sprint.
Training for a marathon involves training for different slices of the race. How you run the first five miles is a lot different than how you run the last five. There is a reason elite marathon runners include sprinting in their training regimen.
Translating that thought into the context of managing an issue means having a long-term objective, as well as shorter-term objectives. You also may need one or more crisis plans for that mid-race leg cramp.
Marathon issues management plans apply to long-term projects that take years to complete and to complex, contentious issues that take time to resolve, such as the struggle to legalize same-sex marriage.
Protracted issues and long lead-time projects face many ups and downs, which can occur because of economic cycles or catalytic events. There also is give-and-take as each side unleashes its strategy, which calls for a response. Managing an issue in this environment demands more than an A to B plan.