By Wendy Marx
A vision statement adds strength to your thought leadership PR strategy. It’s gazing into the future, envisioning how your company will look in 5 to 10 years. It allows others to be able to appreciate what you’re working towards, and support it. Your employees now have a roadmap for the future.
Would you like to make your employees into loyal brand ambassadors who represent you with passion and bravado? How about a clear strategy that guides your company through the years to come? A vision statement accomplishes this, and much more. Let’s look at how it achieves this.
What is a Vision Statement?
A vision statement clearly communicates in a few sentences or a short paragraph your company’s goals. It lays out a clear set of values that guide your company’s dealings. Your vision statement is meant to resonate with your employees and unite your team to work for a common purpose.
A vision statement should also be animated with emotion and passion. A boring list of generic goals won’t arouse people to action — it will most likely be forgotten 5 minutes after reading it (if that). Give people a reason to rally behind you.
So what’s the difference between a vision statement and a mission statement? A lot, actually. Mission statements are based in the present, and explain why the company exists and its functionality. Vision statements, on the other hand, are based in the future, and give direction and purpose to your employees rather than your customers.
In a nutshell, a mission statement answers the question, “What does my company do?” and a vision statement answers the question, “Where do I see my company going?”
Your vision statement is meant to resonate with individuals within your company, and unite your team.
Why Does Your Vision Statement Matter?
A strong vision statement can make the difference between employees just working for a paycheck, and truly being invested in your company’s success. One study showed that the engagement levels for those who viewed their company’s vision statement as meaningful were 18% higher than average. This means that they are more likely to be brand ambassadors, actively promoting your company to people they meet.
It also benefits you personally. Your vision statement forces you to know your ambitions. It gives you a drive and focus to work towards something specific.
So how is it done? Let’s look at a simple strategy for crafting a powerful vision statement that keeps your company on track.
How to Write a Vision Statement That Supports Thought Leadership PR Strategy
1. Get Others Involved
A vision statement should accurately represent the views of your company’s key people. You can do this as a group exercise, or in one-on-one interviews. The goal should be to get an idea for what values people want your company to reflect, and what they want to avoid.
Honest feedback will go a long way in helping your vision statement take shape. This kind of back-and-forth will help employees to feel represented in the final draft of the vision statement.
2. Display It Proudly
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Source:: Business 2 Community