attributes of effective mission statements?????

Question

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Answer 1

By defining a mission an organization is making a statement of organizational purpose. "A good mission statement captures an organization?s unique and enduring reason for being, and energizes stakeholders to pursue common goals. It also enables a focused allocation of organizational resources because it compels a firm to address some tough questions: What is our business? Why do we exist? What are we trying to accomplish?" (Bart, 1998).

There are some basic elements that should be incorporated into a mission statement. To begin with, the target audience is important (Abrahams, 1995). It needs to be established whom the mission statement will be directed to. Some groups that may be considered are employees, stockholders, customers, and the community (Abrahams, 1995). The mission statement can be targeted at a combination of these groups or just one of them. Next, the length of the mission statement needs to be considered. Some companies mission statements are only a single sentence and others are very long including visions, philosophies, objectives, plans, and strategies (Abrahams, 1995). "All that?s necessary is that the mission be long enough to reach the target audience," (Abrahams, 1995). In addition, the tone is also important. In this aspect it is important to use appropriate language that is directed to the target audience and reflects the makeup of the organization (Abrahams, 1995). Establishing the correct tone involves a process of intentional, individual word selection (Abrahams, 1995). If you make the language too flowery and cumbersome a great mission statement may not be taken seriously (Drohan, 1999). "A mission statement should be written to encourage commitment and to energize all employees toward fulfilling the mission" (Stone, 1996). Endurance should also be considered. "Mission statements should serve to guide and inspire the organization for many years," (Stone, 1996). The mission statement should be able to withstand time and ultimately have a meaning in the long-term standings of the organization. In the same respect the mission statement should also remain current. A mission statement created years ago may no longer be effective (Stone, 1996). When the competitive environment changes the mission should be revised (Stone, 1996). Finally, it should consist of an element of uniqueness (Stone, 1996). An organizations mission statement should be unique to the organization. It should portray the individuality of the company (Stone, 1996).

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