The Power of Mission & Vision Statements

11.02.2012 | Communiqué PR

Clearly defined mission and vision statements can be powerful for people and businesses. They can help provide focus and inspiration as well as provide another point of reference when making decisions.

A mission statement is centered on what you set out to do, and a vision statement is focused on the end result. It is a picture of how the landscape will look after you’ve been through it – your ideal.

At Communiqué PR, we recently took the time to develop a formal mission and vision statement. Our process involved the following:

  • Taking a close look and doing significant thinking about who we are, what we are trying to accomplish, and what we can become.
  • Examining the branding work we did in partnership with GKD several years ago in-conjunction with the development of Communiqué PR’s website.
  • Reflecting on the input from various staff members.
  • Reviewing other company’s and leaders’ mission and vision statements.

Finally, as we drafted and refined these statements, we paid close attention to semantics, and weighed the pros and cons of various word choices in expressing our mission and vision, and considered the interests of the target audience (staff, freelancers, customers and partners). Our goal was to ensure our statements were not only accurate and credible, but also affirming and motivating.

The results of our work were the following mission and vision statements:

  • Our mission is to help clients move product, sell services and grow brands through high-quality strategic communications programs.
  • Our vision is to be the best Seattle-based strategic communications company, expert at delivering value and results that make the world a better place for people and businesses alike.

We want to draw attention to the words “best” and “better place.” We want to be recognized as the best for our people, processes, results, reputation and clients. We also want to work with companies who are striving to bring good things to life for the betterment of people or other businesses.

We recognize that our mission and vision statements will grow and change as Communiqué PR evolves. Nonetheless, we believe having a defined mission and vision statement will have major impact on our operations and ability to achieve our short- and long-term business objectives.

If your organization does not have a defined mission and vision, I would encourage you to establish them. They are powerful tools that can help a company make consistent decisions, build unity and enhance communication. Furthermore, we each play a role in creating the future so it’s critical that we, as a company and as individuals, get as clear as possible about what we are trying to achieve.

Jennifer Gehrt & Team



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Filed under: Branding, COMMUNIQUÉ PR, EXPERTISE, INDUSTRY, Planning, Strategy


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