Crafting Your Agency's North Star: The Essential Guide to Mission, Vision, and Values

People often talk about mission, vision and values and how important they are. Sometimes it can be hard to grasp what this really means for you as a public communicator. After all, you’re the one that will working on communicating these themes.

It's essential to have a deep understanding of your agency's mission, vision, and values. These elements serve as the North Star for your organization, guiding decision-making, strategy, and communication. We’ve put together a guide to help you get clarity and see how you can ensure they are the thread through everything you do.

Understanding Mission, Vision, and Values

Mission: Your Agency's Purpose

The mission statement articulates your agency's purpose. It answers the question, "Why do we exist?" A compelling mission statement is specific, actionable, and focused on the present. It defines the target audience, identifies the services provided, and clarifies the benefit your agency offers.

Vision: The Aspirational Future

While the mission is about today, the vision statement focuses on tomorrow. It presents an inspiring picture of what your agency aims to achieve in the future. A well-crafted vision statement is aspirational, motivating, and provides a long-term goal for the organization. It’s about what impact your agency wants to have on the world or the change you wish to see.

Values: The Principles That Guide You

Values are the core principles or beliefs that guide your agency's actions and behavior. They serve as the cultural cornerstone, influencing how your agency and its employees make decisions, interact with the public, and achieve your mission and vision. Effective values are memorable, actionable, and reflective of the agency's true essence.

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