Tighten your mission statement A friend was tapped to help craft his company’s mission statement. After months at the table — arguing over arcane jargon; taking out commas, then putting them back in; and debating whether “that” or “which” was the right word to use in the sixth sentence — the job was finally done. Weeks later, after the credo was printed in six-point … [Read more...] about Mission impossible?
Communication planning
Track outputs, outtakes and outcomes
Tips for measuring communication success Good PR measurement doesn’t just track ad value equivalencies. Instead, it links your efforts to the organization’s key performance indicators, or KPIs. So track outputs, outtakes and outcomes, says Shonali Burke, ABC, principle of Shonali Burke Consulting. Then link outputs to outcomes, communication results to KPIs. A lecturer … [Read more...] about Track outputs, outtakes and outcomes
Mission creep
Don’t let the mission statement become the mission Mission statements may be the most popular management activity since tee time, according to the folks at Bain & Company, a Boston-based consulting firm. In fact, 90 percent of the executives at 500 companies Bain surveyed had written an official mission statement within the last five years. Have you ever been … [Read more...] about Mission creep
End of story? | June 2010
"The internet has evolved a new species of magpie reader, gathering bright little buttons of knowledge, before hopping on to the next shiny thing." — Ben Macintyre, writer at large for The Times End of story? The news of storytelling’s death has been greatly exaggerated “Brothers and sisters, we are gathered here today to mourn the death of Story. As you may have heard, … [Read more...] about End of story? | June 2010