The first is to understand fully the mission and the current view of your business. According to John Denkinger, who has experience with these questions. If you do not have mission and vision, it is time to define it, because this gives us the scale of the business framework in which we will develop the next year and can be approached from two directions: The first is: Where do we want arrive? How we get there? The second in reverse: How are we? And Where do we go? To illustrate, I present here two popular concepts of what is vision and mission: Vision: Future relatively remote where the company develops in the best conditions according to the hopes and dreams of the owner or CEO. Mission: It is conceived as a business opportunity that a company identifies a context of needs. It clearly defines your audience or public clearly defines the corporate or public hearings with whom your company has and will have ongoing relationship and who you want to hit with all communication activity that you perform next year. I know many companies that only have “some idea” of their audiences, it is best to write in detail this information. I repeat: It is not written simply does not exist. You can read more details on these topics visit the main “public” of a corporation in most cases are: Employees Customers Shareholders and consumers Residents of the community where the company resides Suppliers Media Creditors fiscal governmental entities to which it belongs Guilds Local authorities firm Public Opinion Each of these “public” is interested in your corporation as a source of benefits: Employees want jobs and salaries, shareholder profits, customers, good products and services, the governmental tax, tax; distributors and retailers, utilities, suppliers, orders, media, news, etc.. The differing interests of each public suggest a specific treatment in the relationship with the company, all under the same overall goal defined in the annual strategic mission and vision.
The “public” employees, whose good will result in increased efficiency, customers, providing the capital, paying salaries and generate profits and shareholders, distributors, traders, suppliers, government and, importantly, the means communication, who are builders of perceptions … and destroyers. In summary, then, be clear on who you talk about next year, for a correct approach to all your communication efforts.