作者： 佚名 上传时间：2009-02-02 浏览：323次
How to Write a Mission Statement
A mission statement is an important marketing tool. It will help the
coalition communicate with the public, help motivate members to work toward a
shared vision, and focus the efforts of the group. It is not a document to be
developed and then stuck in a file folder...
Why have a good mission statement?
It is a marketing tool. Tells
everyone the reasons for the coalition’s existence.
It is a tool for coalition
leadership. Gives coalition leadership a clear position to use when
working with allies and promoting the coalition with the public.
It is a motivational tool.
Encourages members and allies to work toward a shared vision.
How to write a mission statement.
Make it short. McDonald’s
mission statement is only four words: quality, consistency, cleanliness,
service. Brevity will enhance understandability. Make it only long enough to
cover the intended purpose of the organization.
Make it memorizable. Use simple
words-ones people can remember and actually use.
Make it audible. Use words and
phrases that sound good as well. Members will use the mission statement
talking on the telephone and at public meetings. Try for a conversational
Make it a "becoming" statement.
Look forward toward what the coalition wants the social environment
surrounding tobacco use to become. State not just what the coalition is, but
how it will reach its goals.
Make it unique. Demonstrate how
the coalition differs from other organizations.