I believe there are Seven Big Things you need to ensure great communications for you and your organization. Adhering to each of these seven principles can help you thrive during any communications opportunity or challenge.
In this post, I’ll expand on one of the Big Things: Always highlight your mission and values.
Every organization has a mission statement that encapsulates its purpose, values, and goals. These mission statements are crafted with the utmost care - every word and punctuation is meticulously vetted.
Yet, too often, once it’s posted on a website, the mission statement proverbially collects dust. When it comes to Communications, it’s paramount that your mission statement – and the purpose, values, and goals that it espouses – is always at the heart of how you talk about yourself.
Don’t assume that your audience will naturally connect the dots between your work and your mission; it’s incumbent on you as an organization to clearly communicate why you do what you do.
Make the implicit explicit. Talking about your mission, your values, and your purpose helps to forge an important connection with those you’re trying to reach.
For fledgling organizations or foundations hoping to raise your profile, lead with your mission and purpose. What’s your origin story? What problem are you addressing and how are you uniquely positioned to make a positive impact?
When announcing a new program or initiative, draw a straight line to how it advances your mission and helps you achieve your goals. Introduce someone who will benefit to show – not just tell – how your mission is about making a difference in people’s lives.
For nonprofits advocating for key legislation, underscore the connection to your broader mission. Government relations isn’t a standalone effort but a core component of your mission and advancing your values at scale.
In crisis communications, in particular, your mission and your values are central to your narrative. At a time of scrutiny and heightened attention – including from new audiences who may be hearing about you for the first time – you have an opportunity to restate your mission and demonstrate your values. When your organization is under attack and your motives may be called into question, it’s not the time to be passive.
Here’s an example. Let’s say there was an operational error that disrupted services that you provide to tens of thousands of constituents. Which is the stronger response?
“Due to a technical error, we briefly were unable to provide services to a set of children. We are reviewing what caused this and will take appropriate steps to prevent it from happening again.”
“Our organization’s mission is to meet the needs of children in this community who otherwise would be left behind. Yesterday, we didn’t meet the high standards we set for ourselves. We are taking steps to ensure this will never happen again so we can deliver these critical services to families in our care.”
With the second statement, you’re able – in a few short sentences – to state your mission, demonstrate your values, and reiterate your unique purpose.
The essence of great communications is storytelling – your mission and values are central to your story.
So if you’re putting out a press release, sending an email to your membership, or preparing talking points for a CEO, take a moment to ensure that you’re not leaving out the best parts: your mission, your values, and your purpose.
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