Marketing communication has the potential to work effectively as issues management because it is a proactive, ‘friendly’ mode of communication.
and may not necessarily raise suspicious hackles from stakeholders.
Certainly, the marketing communication dimension of business communication, in the context of issues management, may have been glossed over quite significantly.
Marketing communication is an unusual discipline, if indeed it is a discipline. I tend to think of it as a set of tactical mechanisms that fall under both marketing and public relations.