By Livia Caixeta
Strategy or strategic planning is practically the first step to a successful company. This is actually what allows all other plans of a team or company to work and reach the desired goal. Everything and every aspects of a business revolve around this definition, which is essentially defined by the Mission, Vision and Values of a small, medium and / or large company.
Those three words (which are rarely considered by stakeholders and often cause shivers among employees of a company) say exactly in which position the business is in its segment and overall market. But what exactly do they define?
MISSION: the mission shows why the company exists. It defines which sector, clients and segment the company intends to impact. Generally, the mission focuses more on the product or service offered by the company.
VISION: is where the company wants to go, which goals it wants to achieve, in which industry wants to lead or what business it wants to be reference. According to great leaders of global companies, such as Steve Jobs, the Vision of a company is more important than the Mission, due to the fact that it explains what the business intends to be and what you want to accomplish.
VALUES: can be considered “institutional patterns of behavior in the company.” They represent a set of corporate priorities from planning procedures and sustainable goals that benefit a community or society in which the company operates.
What about communication? What communication processes have to do with all this?
They are intimately connected, especially with the view. It is the responsibility of planning communication and marketing to disseminate how a company “sees” the market. This happens through actions that release information, either by institutional content or by marketing actions. The vision will also determine and plan future investments. The result will be a conscious company growth, well planned actions and commitment of stakeholders.
In other words, a company without planning will hardly succeed, just as a service in communication without a plan will not work. And these two aspects depend on the positioning of the assisted in its segment in the market.
Who does not think strategically will never be able to create and manage business alone.
* Lívia Caixeta is a PR account manager in Race Comunicação