The Importance Of Mission And Vision Statement

Mission and Vision Statement. Another component of corporate identity is the organization’s mission statement, this statement asks the question why are we here? Likewise, the vision statement defines the organization’s future aspirations and will galvanize the workforce towards common shared goals. Therefore, these statements are the ideology and philosophy that’s espouses the worldview of the organization, and shapes the organizational behavior (Kopaneva, & Sias, 2015). This tangible form of corporate identity is the road map that leaders will use to define the purpose that motivates the internal stakeholders to achieve the desired organizational objectives. Leaders will use strategic vision communication, in comprising these statements …show more content…
When comprising a meaningful mission and vision statement, leaders are encouraged to perform a SWOT analysis that creates a competitive advantage that digs deep into examining organization’s strengths and weakness that address issues, as they serve as a launching pad towards a common causes outline in these statements. Even though these statements may have flowery words effective leaders must use the motivational language to ground the employees in the vision and values that contributes in building a strong organizational culture. Therefore, when employees are invested and in alignment with the mission and vision statement research indicates that these statements can invoke feelings that elicit higher organizational performance and competitiveness, as organizational outcomes are due to improve stakeholder welfare. Likewise, the CEO of Southwest Airline, Gary Kelly, delivered the Vision Statement in 2013 saying “our vision is to become the world’s most loved, most flown, and most profitable” as they have enjoyed 40 years of profitable business even through tough economic conditions. These strategic vision statements are crafted to motivate and give each employee a sense of pride as they are encouraged to make the vision a reality (Mayfield, Mayfield, & Sharbrough, p. …show more content…
70, 2012). This form of communication is fundamental in building the organization’s reputation with internal and external stakeholders. Therefore, communication management is vital as it pertains to the PR department shaping and managing the CEO’s brand and performance, creating proactive programs that will shape a positive public opinion (2012), or creating guidelines that leaders and employees will utilize for behaving ethically (Kim, 2015). Additionally, the marketing department is also instrumental in operational activities involving promotional material, pricing, and branding that brings exposure and value to the organization. As effective corporate communication is utilized internally its significance contributes to engaged employees that creates the landscape for organizational success as studies indicate increased job satisfaction and commitment. Therefore, corporate communication professional along with PR and marketing will affect the image of the organization by creating opportunities for them to be good corporate citizens as they engage in corporate social responsibility activities. However, an ethical

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