Here's how to write an effective PR mission statement.

How to write a great mission statement for your new PR firm or corporate PR department

If you are starting a PR firm, or if you are reviewing the core role of your corporate communication function, you can clarify several vital anchor points as a guide to your forward planning. You can do this by combining the answers to these 4 key questions into 1-2 paragraphs comprising a mission or positioning statement. In this way you can write an effective PR mission statement that will serve you well.

Mission statement for PR firm

1. What industry sectors do you specialize in? [Factual]

Eg “My/our firm specializes in consulting to the ….industry/ies.”

2. Summarize the types of services your firm provides? [Factual]

“We provide …” (bullet points).

3. How are those services delivered? [Creative]

What do you think your clients are saying about how you stand out in delivering your services? What do you want them to say?

4. What is your ‘Unique Selling Proposition’ or special difference that separates you from your competitors? [Creative].

“My/our business is special because…”

The client test

This activity helps to address question 4. It relates to things I would like to have my/our clients say about our business:

  • What would they say about us?
  • What would they say about what we do?
  • What would they say about what we offer?
  • What would they say was the reason they deal with us?

The positioning statement is a combination of responses to questions 3 and 4. [Write 1-2 sentences for your response to each of questions 3 and 4.]

Write your answers to all the above four questions as a combined business purpose and positioning statement.

Mission statement for corporate communication department

1. What business sector/s is your organization in? [Factual]

2. Summarize the services you provide to your internal and external stakeholders. [Factual]

Eg “Our department’s communication services comprise…”

3. How are those services delivered? [Creative]

What do you think your stakeholders are saying about any distinctive way you deliver your services? What do you want them to say?

4. What makes your service provision special compared with similar departments in other organizations? [Creative].

“Our department is outstanding as a service provider because…”

The stakeholder test

This activity helps to address question 4. It relates to things you would like to have your stakeholders say about your department:

  • What would they say about us?
  • What would they say about what we do?
  • What would they say about the communication tools we use?
  • What would they say was the reason they deal with us and don’t seek external service providers?

Now you can draft these thoughts into sentences and create the mission statement or business purpose statement for your business or department. They should add up to “Why you exist.”

Further reading

Article updated in 2024.

Kim Harrison

Kim J. Harrison has authored, edited, coordinated, produced and published the material in the articles and ebooks on this website. He brings his experience in professional communication and business management to provide helpful insights to readers around the world. As he has progressed through his wide-ranging career, his roles have included corporate affairs management; PR consulting; authoring many articles, books and ebooks; running a university PR course; and business management. Kim has received several international media relations awards and a website award. He has been quoted in The New York Times and various other news media, and has held elected positions with his State and National PR Institutes.

Content Authenticity Statement. AI is not knowingly used in the writing or editing of any content, including images, in these newsletters, articles or ebooks. If AI-produced content is contained in any published form in future, this will be reported to readers.

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