Corporate mission
statements and company philosophies are the products of executives who
recognize the strategic value of a clear statement of what the corporation
stands for, its goals, and practices.
Clear understanding and articulation of the company mission is the cornerstone
for building an image in the minds of employees and the external public.
Organizations
committed to communicating with employees and the communities have a definite
communication philosophy. Companies may refer to it as their communication
policy, or their mission statement. The philosophy may be articulated through
statements of commitment to employees, customers and other stakeholders. The
written statement of corporate commitment to goals and values is often the
external manifestation of the communication philosophy. It is not necessary for
a written statement to exist to have a philosophy, but if the written statement
does not represent corporate behaviour and values, its hollowness will be
apparent to everyone.
For companies
operating globally, a strong corporate communication philosophy can offer the
foundation for a code of ethics that applies throughout the world. Most
corporations have an ethics code with a section on international business
ethics. The written mission statement defines the corporation, its goals and
operating principles as well as its values and beliefs. The first of these
parts is clear and brief. The presentation of goals and operating principles
calls for more detail. The expression of a company’s values and beliefs is
difficult because people associate values and beliefs with philosophical or
religious activities, not commercial ones. These statements cover a company’s
commitment to:
• Quality and
excellence;
• Customer
satisfaction;
• Stockholder returns
on investment;
• Profits and
growth;
• Employee
relations;
• Competition and
competitiveness;
• Relations with
vendors including the media;
• Ethical
behaviour;
• Community
relations and corporate citizenship;
• Diversity in the
workplace;
• Preservation of
the environment and resources.
A corporate code of
conduct, ethics policy guidelines, or handbook of business practice expands the
company mission statement. The written code acts as an implementation guide,
and may include:
• Policy regarding
general business conduct; disclosure; compliance;
• Bidding, negotiation and performance of
government contracts;
• Conflict of
interest;
• Equal opportunity.
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