American companies more and more the definition is for himself to play a more active role in shaping public policy, particularly in regard to policies which have a direct impact on U.S. companies. Kotler [12] is itself the mandate includes the strategic management of environmental management, and management of these controllable factors such as marketing mix, to this end, it occurs to implement the policy power and the formation of public opinion as extensions of the logic of modern marketing.

The development of the ability to influence public policy begins with a sensitivity to the emergence and dissemination of strategic issues. These issues are strategic, they are relevant to the objectives of the company or the company’s ability to give them [1], their sources and processes outside the organization, and its effects can be imposed by laws or regulations. As a proactive and influence public policy in a dynamic environment are likely to increase the chances for the design of a developing country public issue. But today, the complex and dynamic environment, proposes that the need for a systematic procedure that strategic problems can be identified earlier in their development and rapid responses that can be made [1]. In this paper, we motivations and the framework for society’s reaction, so that effective programs can be developed to influence the social environment.

Unless, an effort to intervene, he agrees that the level of development [2], a strategic problem can be codified in law or an impact on government vis-à-vis a company. An example of an intervention is that the operator of Indianapolis mine, has opted to work with national legislators when drafting the bands mining legislation, the result was the creation of a better informed and fair the resolution of conflicts inevitable environmental regulatory efforts of groups [19]. Another example is that of the tobacco industry, whose reaction and response when confronted with tobacco smoke and health of the controversy, including defensive maneuvers [15].