Mata kuliah
Tahun
: O0324 - CRISIS COMMUNICATION AND PUBLIC
RELATIONS
: 2010
THE VISION AND MISSION LEAD THE WAY
Pertemuan 13 – 14
By: Dr. Drs. Dominikus Tulasi, MM.
THE VISION AND MISSION LEAD THE WAY
The role of public relations function depends on
the nature and purpose of the organization and
such factors as its structure, size, location of
operations, type of workforce and stakeholders.
Each organization has to develop its
communication strategy in the way best geared to
these needs. The PR activities are implemented
proactively in anticipation of needs and reactively
in response to events.
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THE VISION AND MISSION LEAD THE WAY
(1)
The objectives for the PR strategy itself should
be formulated to support the overall strategic
intent, that is, the hierarchy of corporate vision,
mission, goals and objectives, which have been
determined through the corporate strategic
planning process.
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The hierarchy showed as follows:
VISION
MISSION
MISSION
GOALS
OBJECTIVES
OPERATIONAL PLANS
STRATEGIC INTENT/DIRECTION
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HOW PR FITS INTO THE STRATEGIC
PLANNING PROCESS
Strategic planning is the process by which the
people in an organization envision its future and
develop the necessary procedures and operations
to achieve that future.
Strategic planning is the formalized, long-range
planning process used to define and achieve
organizational goals.
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How PR Fits Into The Strategic Planning
Process
Strategic planning usually has five attributes:
1) It deals with fundamental or basic issues
2) It provide a framework for more detailed
planning and for day-to-day managerial
decisions.
3) It involves a medium to long-term time frame.
4) It provides coherence and momentum to an
organization’s actions and decisions over time.
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How PR Fits Into The Strategic Planning
Process (1)
5) Strategic planning is a top-level activity because
it involves top management. In principle, only
senior managers have access to the information
necessary to consider all aspects of the
organization.
The main concern of operational planning is
efficiency (doing things right), rather than
effectiveness (doing the right things).
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How PR Fits Into The Strategic Planning
Process (2)
Communication is part of the annual corporate
planning process and project planning: “You have
to stick your nose in, ask the questions and get the
loop early when projects are being planned and
decisions made. Attend as many meetings as
possible to get early input on projects.”
(Kim Harrison, 2008: 60).
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VISION AND MISSION STATEMENTS
Characteristics of a Vision Statement:
A vision statement is a description of the organization
as you want it to be. It involves seeing the optimal
future for the organization and briefly describing this
vision. Ideally, the organization vision statement:
1) Describe a future state at a selected time;
2) Is described briefly, in 2-4 sentences;
3) Is quantifiable;
4) Is generally agreed – ideally developed through
group participation. (Kim Harrison, 2008: 61).
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WHEN TO REVISE VISION
Nevertheless, it maybe the time to change the vision:
1) There is evidence of confusion about purpose,
including frequent disagreements among key
people about key strategic decisions.
2) Employees complain they aren’t enjoying their
work.
3) The organization is losing market share or
reputation while competitors advance.
4) The organization seems out of line with trends in
the operating environment.
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WHEN TO REVISE VISION (1)
Nevertheless, it maybe the time to change the vision:
5) There are signs of decline in pride within the
organization, reducing the sense of commitment.
6) Staff appear to have lost their sense of momentum.
7) Rumors persist and employees seem to be losing
trust in top management.
(Kim Harrison, 2008: 61).
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VISION AND MISSION STATEMENTS
Characteristics of Mission Statement:
A mission statement is a statement of organization’s unique
purpose and the scope of its operations in product and
market terms. It should be:
1) Consistent with, and supporting, the organization’s
vision;
2) The ‘road map’ describing how the organization will
reach its vision;
3) Telling people what the organization’s purpose is;
4) The source of strategies collectively create a business
plan.
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VISION AND MISSION STATEMENTS(1)
Different mission statements focus on different aspects.
Four main types of emphasis within mission statements
have been identified by research:
 Purpose—why the organization exists
 Strategy—supporting the purpose
 Values—providing the ‘moral link’ between purpose
and behaviors
 Standards/behaviors—management style and
interpersonal relationships.
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SOME OF THE GAPS IN MISSION
STATEMENTS
 Adaptability—flexibility in the face of challenges or
obstacles
 Self-control—performing effectively under pressure
without panic, anger or alarm
 Optimism—resilience in the face of setbacks
 Empathy—understanding the feelings and
perspective of others
 Political awareness—understanding salient
economic, political and social trends
 Influence—adeptness at persuasion strategies
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VALUES
Typical values expected of employees are
professionalism, honesty, integrity and safety.
Other examples of values statements include:
 Ensuring our people are the best in the industry
 Commitment to excellence in product
development
 Dedicated to quality in customer service
 Rewarding superior performance
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GOOD LUCK AND
DON’T GIVE UP!
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