2. THE VISION AND MISSION LEAD THE WAY Pertemuan 13 – 14 By: Dr. Drs. Dominikus Tulasi, MM. Mata kuliah: O0324 - CRISIS COMMUNICATION AND PUBLIC RELATIONS Tahun : 2010

3. Bina Nusantara University 3 THE VISION AND MISSION LEAD THE WAY  The role of public relations function depends on the nature and purpose of the organization and such factors as its structure, size, location of operations, type of workforce and stakeholders.  Each organization has to develop its communication strategy in the way best geared to these needs. The PR activities are implemented proactively in anticipation of needs and reactively in response to events.

4. Bina Nusantara University 4 THE VISION AND MISSION LEAD THE WAY (1) The objectives for the PR strategy itself should be formulated to support the overall strategic intent, that is, the hierarchy of corporate vision, mission, goals and objectives, which have been determined through the corporate strategic planning process.

5. Bina Nusantara University 5 STRATEGIC INTENT/DIRECTION MISSION VISION OBJECTIVES GOALS MISSION OPERATIONAL PLANS The hierarchy showed as follows:

6. Bina Nusantara University 6 HOW PR FITS INTO THE STRATEGIC PLANNING PROCESS  Strategic planning is the process by which the people in an organization envision its future and develop the necessary procedures and operations to achieve that future.  Strategic planning is the formalized, long-range planning process used to define and achieve organizational goals.

7. Bina Nusantara University 7 How PR Fits Into The Strategic Planning Process Strategic planning usually has five attributes:  It deals with fundamental or basic issues  It provide a framework for more detailed planning and for day-to-day managerial decisions.  It involves a medium to long-term time frame.  It provides coherence and momentum to an organization’s actions and decisions over time.

8. Bina Nusantara University 8 How PR Fits Into The Strategic Planning Process (1) 5) Strategic planning is a top-level activity because it involves top management. In principle, only senior managers have access to the information necessary to consider all aspects of the organization. The main concern of operational planning is efficiency (doing things right), rather than effectiveness (doing the right things).

9. Bina Nusantara University 9 How PR Fits Into The Strategic Planning Process (2) Communication is part of the annual corporate planning process and project planning: “You have to stick your nose in, ask the questions and get the loop early when projects are being planned and decisions made. Attend as many meetings as possible to get early input on projects.” (Kim Harrison, 2008: 60).

10. Bina Nusantara University 10 VISION AND MISSION STATEMENTS Characteristics of a Vision Statement: A vision statement is a description of the organization as you want it to be. It involves seeing the optimal future for the organization and briefly describing this vision. Ideally, the organization vision statement:  Describe a future state at a selected time;  Is described briefly, in 2-4 sentences;  Is quantifiable;  Is generally agreed – ideally developed through group participation. (Kim Harrison, 2008: 61).

11. Bina Nusantara University 11 WHEN TO REVISE VISION Nevertheless, it maybe the time to change the vision:  There is evidence of confusion about purpose, including frequent disagreements among key people about key strategic decisions.  Employees complain they aren’t enjoying their work.  The organization is losing market share or reputation while competitors advance.  The organization seems out of line with trends in the operating environment.

12. Bina Nusantara University 12 WHEN TO REVISE VISION (1) Nevertheless, it maybe the time to change the vision: 5) There are signs of decline in pride within the organization, reducing the sense of commitment. 6) Staff appear to have lost their sense of momentum. 7) Rumors persist and employees seem to be losing trust in top management. (Kim Harrison, 2008: 61).

13. Bina Nusantara University 13 VISION AND MISSION STATEMENTS Characteristics of Mission Statement: A mission statement is a statement of organization’s unique purpose and the scope of its operations in product and market terms. It should be:  Consistent with, and supporting, the organization’s vision;  The ‘road map’ describing how the organization will reach its vision;  Telling people what the organization’s purpose is;  The source of strategies collectively create a business plan.

14. Bina Nusantara University 14 VISION AND MISSION STATEMENTS(1) Different mission statements focus on different aspects. Four main types of emphasis within mission statements have been identified by research:  Purpose—why the organization exists  Strategy—supporting the purpose  Values—providing the ‘moral link’ between purpose and behaviors  Standards/behaviors—management style and interpersonal relationships.

15. Bina Nusantara University 15 SOME OF THE GAPS IN MISSION STATEMENTS  Adaptability—flexibility in the face of challenges or obstacles  Self-control—performing effectively under pressure without panic, anger or alarm  Optimism—resilience in the face of setbacks  Empathy—understanding the feelings and perspective of others  Political awareness—understanding salient economic, political and social trends  Influence—adeptness at persuasion strategies

16. Bina Nusantara University 16 VALUES Typical values expected of employees are professionalism, honesty, integrity and safety. Other examples of values statements include:  Ensuring our people are the best in the industry  Commitment to excellence in product development  Dedicated to quality in customer service  Rewarding superior performance

17. Bina Nusantara University 17 GOOD LUCK AND DON’T GIVE UP!