Mission statements are about aspiration.
Communication is about action.
Effective communication takes the big ideas in your mission and puts a fresh new spin on the story of your organization to encourage someone to find out more... click the link... share information... purchase something... attend an event... donate... etc.
Action-driven communication is all about "now," "how, "why." It's active, it's lively, it's human. It's about stories, descriptions, and finding many ways to talk about what you do and why it matters.
Think of it like this. Your mission statement bottles the pure essence of your organization into one powerful compact package. Your communications pops the cap off and sets it free.
Next time you're tempted to say, "Our mission is...," challenge yourself to explore a different, more engaging way to share that idea. It will have more impact.
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