Values, Vision and Mission Statement

Rachel HeyesLecturer

The Manchester College

Vision

• Your vision is your dream of what you want the organisation to be. Your strategy is the large-scale plan you will follow to make the dream happen. Your tactics are the specific actions you will take to follow the plan.

Mission Statement

• A mission statement is a brief description of a company's fundamental purpose. A mission statement answers the question, "Why do we exist?" The mission statement articulates the company's purpose both for those in the organisation and for the public.

Values

• A company’s statement of its corporate values is a high level statement that describes how the company behaves. Corporate values are not a mission statement that describe what task the company aims to fulfil. Neither are they a set of commercial objectives.

Imagine you are a Creative Media Company

• What sector are you in?• What media product do you create?• What is you vision?• What is your mission statement?• What are your values?

News Corporation• ValuesInforming with a purpose, entertaining with a passion, challenging

with a mission and connecting the world. • Vision“We may never become true digital natives. But we can and must

begin to assimilate to their culture and way of thinking. It is a monumental, once-in-a-generation opportunity, but it is an exciting one, because if we're successful, our industry has the potential to reshape itself, and to be healthier than ever before”

• Mission StatementCreating and distributing top-quality news, sports and entertainment

around the world

BBC• Values• Trust is the foundation of the BBC: we are independent, impartial and honest.• Audiences are at the heart of everything we do.• We take pride in delivering quality and value for money.• Creativity is the lifeblood of our organisation.• We respect each other and celebrate our diversity so that everyone can give their

best.• We are one BBC: great things happen when we work together.

• VisionTo be the most creative organisation in the world

• Mission StatementTo enrich people's lives with programmes and services that inform, educate and

entertain

Sample mission statements• Amazon.com mission statement • Our vision is to be earth's most customer centric company; to build a place where people can come

to find and discover anything they might want to buy online.

• Dell mission statement • Dell listens to customers and delivers innovative technology and services they trust and value.

• eBay mission statement• eBay pioneers communities built on commerce, sustained by trust, and inspired by opportunity.

eBay brings together millions of people every day on a local, national and international basis through an array of websites that focus on commerce, payments and communications

• Facebook mission statement • Facebook is a social utility that helps people communicate more efficiently with their friends,

family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people's real-world social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.

Homework

• Investigate five Creative Media Companies to discover their vision, mission statement and values?