Why mission statements matter

They are much more than just a public relations exercise

…so engage your staff, improve company culture and help guide your your business through the pandemic challenge.

First let’s look at the purposes and vision of mission statements:

Internally they guide management’s thinking on strategic issues, especially during times of significant change. They help define performance standards and inspire employees to work more productively by providing focus and common goals, guide employee decision making and help develop a framework for ethical behaviour

Externally they create closer linkages and better communications with customers, suppliers and alliance partners and other stakeholders.

A mission statement is a way of directing everyone in a business towards a common goal, especially when staff and customers are working from home. It is also worth noting that all staff and stakeholders want to work for and be associated with a business that has a clear objective and also benefit from a well thought through positioning statement.

But let us not forget that a mission statement is a live communications platform not a set-piece statement and should evolve to meet the dynamics of a situation, especially in these uncertain times.