Introduction
Every business ought to have strong and attractive public relations to ensure that it appeals to its potential market. Public relations deal with the way an organization portrays itself to the public. In developing strong public relations, an organization ought to create a persuasive mission statement, which will enhance the ability to portray it as an entity that stands for ethical business practices and able to meet its obligations as a responsible business organization. The current paper provides insight on the way an effective mission statement can be developed to enhance the success of a business. Specifically, it will be responding to the case in which a real estate entrepreneur in New Zealand hires me and tasks me with developing an effective mission statement for their business.
Background Information
In developing an effective mission statement as per the scenario described above, I will need to understand the nature of the real estate market in New Zealand. Apparently, the entrepreneur in the case described above has a significant share in the New Zealand real estate market, which makes it necessary to focus on the market demands and attributes of the real estate consumers in New Zealand. The mission statement that will be developed in this aspect will have to meet the appeal threshold that is expected in the New Zealand real estate market. The best way to attain this objective is by first understanding the business and market trends of the real estate industry in New Zealand. As the hired consultant, I will make efforts to seek the business and market statistics from my entrepreneur. Further, I will analyze the way other businesses that have mission statements have been performing in the real estate market of New Zealand. Additionally, I will analyze the effect that mission statements have on the performance of such businesses.
In developing the mission statement, I will have to ensure that I have understood the business conduct of the entrepreneur. I will have to ensure that I have grasped the cultural practices of their business, as an effective mission statement has to reflect the organizational culture of the involved business entity. Every business that aims at being successful should establish a unique set of aims so that it stands out from the rest of its competitors. As such, I will ensure that the mission statement I will be developing complements the aims and objectives of the business of the entrepreneur. In this regard, I will have to analyze all the business motivations of the entrepreneur while also understanding the business climate in which their business is established. By so doing, I will be aiming at developing a mission statement that incorporates the business aspirations of my employer, which will certainly enhance the effectiveness of the mission statement that I will be developing.
The mission statement that I will be developing should be within the ethical threshold that all businesses must operate within to maintain business integrity. Apparently, my mission statement has to be realistic, pragmatic and considerate of the basic truths in the New Zealand real estate market. The aim of the mission statement that I will be developing will be to foster the business ethical outlook in the New Zealand real estate market. Apparently, recent records indicate that many real estate businesses have not been that keen in maintaining ethical practices in their business dealings. In this context, I will aim at developing a mission statement that will enhance the integrity levels of the entrepreneur’s business. My mission statement will largely focus on the practicalities of the New Zealand real estate market and it will also be enhancing the positive perception of the business among the real estate consumers in New Zealand.
Literature Review
Darbi (2012) views mission and vision statements as indispensable strategic management tools for all types of organizations. He describes that effective mission statements ought to meet some basic requirements. For instance, Darbi creates a table of common themes that most mission statements possess after his studies on some scholarly articles written by reputable authors on the topic. The major theme, as Darbi found out, is to override the purpose of the involved business. Darbi also summarizes that the mission statement should emphasize on the basic beliefs, philosophies, tenets, principles, values and aspirations of the involved organization. In this context, the mission statement that I will be developing has to adhere to the themes that Darbi pointed out in his publication.
In a recent study, Dermol (2012) studied the managerial significance of mission statements. In a review that cited several scholars, Dermol found out that most managers conceded that mission statements are indeed vital management tools that enhance the ability for an organization to meet its business objectives and market goals. In the first table of his publication, Dermol (2012) summarizes the four key roles that mission statements play in organization. Dermol states that mission statements are vital in the strategic implementation of the management practices of the company. The author also states that mission statements enhance internal and external statements in organizations. Besides, mission statements enhance management and leadership strategies according to the findings of Dermol (2012). Additionally, Dermol states that mission statements enhance the organizational climate in the business entities that have them. From the above perspective, the mission statement that I will develop ought to meet all the four vital roles that Dermol (2012) points out to in his publication.
Radtke (1998) advises that writing a mission statement must put into consideration the fact that such statements are aimed at resonating with the people who work in and for a specific organization while also emphasizing on influencing the various constituencies that it may affect in some way. Radtke explains that an effective mission statement should inspire commitment, innovation and courage. In yet another publication by nonprofithub.org (n.d), a mission statement is supposed to announce to the world the essence of whatever activity that an organization could be undertaking. Additionally, the mission statement should lead an organization into doing what matters regarding its operations. Hull (2013) suggests that an effective mission statement ought to answer the questions of what a company does, the way it does it, to whom it does it to, and the kind of value it brings by doing whatever it does. Morphew and Hartley (2006) also revealed that mission statements are important in defining the way that an organization undertakes its business activities. From the discussion held in this section, it is clear that the mission statement that I will develop ought to abide by the clear guidelines that renowned scholars have revealed in the studies that are cited herein.
The Mission Statement Draft
The company aims to be the most successful and trusted real estate company in New Zealand. Using ultra-modern techniques and facilities, the company aims at ensuring that its products are of the best quality in the current market. A team of experts will review and vet all the real estate products that the company will be offering its clients to ensure that they meet the set standards by regulatory agencies in New Zealand.
The Rationale of the Draft Elements
The foretasted draft answers the four main questions that an effective mission statement should answer as per Hull (2013). The assurance that the company will use ultra-modern techniques to determine the quality of its products is an assurance to the real estate consumers in New Zealand. Apparently, most of the real estate product consumers would rather go for the best quality than settle for low quality products. Additionally, the emphasis on the quality enhances the ability of the company to motivate its employees to working hard towards attaining the goals of providing quality products to its clients. As noted earlier on, integrity is a vital issue in the quest for ethical business practices and conduct. The draft emphasizes on vetting and reviewing of all products to ensure that they meet the set regulations of quality as established in the regulatory policies of New Zealand. The emphasis on ultra-modern techniques and the reliance on experts as stressed in the draft mission statement are aimed ensuring that the real estate consumers in New Zealand are assured of the quality of the products that the company will offer.
Conclusion
The essence of mission statements can never be questioned in as far as management techniques are concerned. The mission statements offer an effective way of presenting the work that a company does, the way that it does that work and explicitly expresses the way it will affect its target consumers. As mentioned earlier, the mission statements enhance the public relations efforts that a business ought to practice to maintain its positive presence in the market. The current paper has emphasized that the New Zealand real estate company ought to emphasize on the persuasive techniques to ensure that its mission statement serves as a complimentary marketing tool to attract more of the consumers in the local market in New Zealand. The draft mission statement seeks to communicate both to the market participants outside its control and its employees and other internal stakeholders that ought to strive to ensure that the company meets its market aspirations.
References
Darbi, W. (2012). Of Mission and Vision Statements and Their Potential Impact on Employee Behaviour and Attitudes: The Case of A Public But Profit-Oriented Tertiary Institution.International Journal Of Business And Social Science, 3(14), 95-109.
Dermol, V. (2012). Relationship between mission statement and company performance (pp. 891-899). Maribor, Slovenia: International School for Social and Business Studies.
Hull, P. (2013). Answer 4 Questions to Get a Great Mission Statement. Forbes.com. Retrieved 14 August 2016, from http://www.forbes.com/sites/patrickhull/2013/01/10/answer-4-questions-to-get-a-great-mission-statement/#79e0be5f35e1
Morphew, C. & Hartley, M. (2006). Mission Statements: A Thematic Analysis of Rhetoric Across Institutional Type. The Journal Of Higher Education, 77(3), 456-471. http://dx.doi.org/10.1353/jhe.2006.0025
nonprofithub.org,. A Step-by-Step Exercise for Creating a Mission Statement (1st ed., pp. 1-17). London: nonprofithub.org. Retrieved from http://nonprofithub.org/wp-content/themes/nonprofithub/img/landing-pages/mission/nonprofithub-missionstatement.pdf
Radtke, J. (1998). International School for Social and Business Studies (1st ed., pp. 1-3). New York: International School for Social and Business Studies. Retrieved from https://www.tgci.com/sites/default/files/pdf/How%20to%20Write%20a%20Mission%20Statement.pdf
