Crafting a Mission Statement

Every organization, company and brand has their own mission statement. The mission statement reflects the goals, ambitions and beliefs of an organization, company or brand. To a group just beginning, they may wonder: “What do we need to create our mission statement?” While composing your mission statement, here are a few items you should take into consideration.

What does your group believe in?

When brainstorming your mission statement, you must establish what your organization, company or brand believes in. For example, if your organization is a nonprofit, your beliefs could focus on raising awareness of your cause, money for those affected and much more. These are beliefs you want to showcase in your mission statement so those reading it can better understand who you are.

Who is your target audience?

Every organization, company and brand has an audience they need to focus on. Your mission statement should not only reach those who already support you, but those who are neutral. With an effective mission statement, you can gain new support and followers.

How is your group unique compared to others?

If you are a part of an industry where competition exists, you must convey to your audience how you are different from the competition. Your audience is looking for the best group to support, and they are going to choose a group that best matches their beliefs. Find what you have that the competition does not, and place it in your mission statement.

How are you making a difference?

In your mission statement, it is important to include how your organization, company, or brand is affecting the world around you. For example, if you are an organization that is actively pursuing to be a part of a community or improve the world around us, that is a quality that will draw in an audience.


Nicole Tobias is a freshman public relations major at Waynesburg University. She is the High School Initiative Presentation Coordinator and Local Events Chair for the Waynesburg University PRSSA Chapter, and serves as the Public Relations Director and an Account Specialist for Red Brick Communications. She is also a student ambassador for the university’s Office of Admissions.

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