Taking into account the public interest is an important step to ensuring your issue management strategy connects and resonates with the audience you need to influence.
You may have good arguments, but if they don't respond to the concerns of your audience, they may well fall on deaf ears. Injecting the public interest into your planning and thinking is one way to avoid that audience disconnect.
A good example is a company that wants to build a facility on a riverfront location. You may want to talk about jobs and economic opportunity, but your audience may be more interested in your safety and environmental record.