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:
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.
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.”
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. His wide-ranging career includes roles as a corporate affairs manager, consultant, author, lecturer and business manager. 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.
