A few years ago, our colleagues at the Arthur W. Page Society published The Authentic Enterprise, a whitepaper that addresses the communications professional’s changing role. The paper emphasizes that:
“ … the corporation that wants to … achieve long-term success must, more than ever before, be grounded in a sure sense of what defines it — why it exists, what it stands for and what differentiates it in a marketplace of customers, investors and workers. Those definitions — call them values, principles, beliefs, mission, purpose or value proposition — must dictate consistent behavior and actions.”
Read the entire article at PRSAY.