Communicating core values and mission （一）

smartpants

ACCA P3 考试：Communicating core values and mission （一）
This article focuses on the syllabus area relating to an organisation’s core values and mission to the public, shareholders and employees. This is an objective which can easily get overlooked in the rush to master environmental analyses, strategic choice and outsourcing decisions
Learning objective 6(g) of the Paper P3, Business Analysis syllabus relates to how an organisation communicates its core values and mission to the public, shareholders and employees. This is an objective that can easily get overlooked in the rush to master environmental analyses, strategic choice and outsourcing decisions. However, it is important in practice and it is a challenge that many
organisations take very seriously.
This article will:
? briefly describe what the terms ‘mission’, ‘mission statement’ and ‘core values’ mean
? suggest why their communication to stakeholders is important
? describe a commonly used model of communication
? briefly describe communication methods that are available
? describe and give examples of how organisations might undertake the communication process.
Terminology
An organisation’s mission is its basic purpose: What is it for? Why does it exist? What is its ‘raison d’