Mission Statements

P.R. started up again this week, and we've started by learning about these odd things called 'mission statements'.

A mission statement, we were told, is something which conveys an organisation's purpose, strategy, values, and standards. It should be a short sentence or two which more or less explains why the company exists.

And after looking at several mission statements, I started to realise that there are really two types of mission statements:

- A statement which genuinely explains the role of the organisation and helps you better understand what it does

- A statement which tells you nothing about the organisation, instead confusing you with a generic, bland affirmation of vague values and

ethics in whatever they do

And of course there is everything between these two extremes.

Brie's Mission Statement:

Brie is committed to being the creamiest and most delicious cheese in existence. It will constantly strive to ethically deliver to those who sample its smooth, mild flavours, a cheese-eating experience unlike no other.

or...

Brie is committed to helping individuals and businesses reach their full potential. Through a strong sense of community, humility, and service to others, Brie provides an unparalleled service which is both professional and personal.

But it's not like it really matters if the mission statement doesn't tell you exactly what an organisation or individual's agenda is...does it?

Sauron's Mission Statement:

Sauron strives to assist in development and improvement throughout Middle Earth. By harnessing innovative technologies, a widespread network of communications, all within an ethically sound framework, Sauron supports a range of community-focused initiatives.