March 2023
Intermediate to advanced
352 pages
12h 26m
English
Content preview from Managing Public Relations, 2nd Edition
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317
APPENDIX A
1.3 MISSION
In this subsection, concisely state the immediate reason why an organization exists
today and how it does its business on a daily basis. If your organization does not have a
mission statement, propose one and explain why it ts.
1.4 VALUE PROPOSITION
This subsection presents a denitive statement about the unique value an organization
oers to customers. This statement, based on clear thinking about everything that
surrounds sections 1.1, 1.2, and 1.3 (and later sections), is called a “value proposition.” It
is a concise outline about what truly dierentiates an organization from any other with
which it may compete. Additionally, the value proposition is key to an organization’s
market positioning, which is addressed ...
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