Mission statements are often used by organizations in the introduction section of written material or on the homepage of their websites. If you do this, don't assume that the reader will be able to position the organization in their minds. When writing and introduction, there are a few key elements that should be included to ensure the reader understands who you are and what you do.
1. Type of Organization
Your introduction should explain the type of organization - nonprofit, business or government. Don't assume that the reader will be able to figure this out from your mission statement.
2. Size and Scope of Your Organization
An introduction should give the reader some indication of the size and scope of your organization. State if you operate solely in one city, or across the state or nation, or internationally. Provide some indication of your size as well, such as number of employees, customers served or products sold.
3. Goals and Vision of the Organization
Explain both the long term vision for your organization and more immediate goals. The reason for this is to give the reader an idea of your ultimate purpose, which is probably expressed in your mission statement. But if your ultimate purpose is huge, like ending violence and establishing world peace, then a more immediate, measurable goal will help to engage people in your purpose.
4. Who Is In Charge?
Another way to position your organization is to explain how it is governed and managed. This may seem obvious, once the type of organization is explained, but there is no reason to assume the reader will make the right connections. A sentence or two will explain.
Of course, any of these points may be elaborated during the course of the document or website. But having them in the introduction will ensure the reader has an immediate and accurate mental picture before reading further, positioning the organization vis a vis their experience.
Ron Strand is a part-time member of the faculty of the Centre for Communication Studies at Mount Royal College and is the President of Strateo Consulting Inc. |
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