Whether you wish to raise capital, increase shareholders value or demonstrate integrity within your industrial sector, green businesses’ self-presentation, namely the mission statements, values and vision, has to be wisely thought, words carefully picked to achieve credibility.
Corporate entities are building the meaning of their identities through advertisement and self-presentation. It is essential in nowadays to pay sufficient attention on how you organize your message, how you build reliable content and the general attitude conveyed to build the relationship with your audience. Here are some insightful tips that you might want to take into account when comes the time to lay your mission statements, values and vision on paper.
You will start by brainstorming a bunch of keywords reflecting your business’s practice and product. You will make use of them through the whole self-presentation process. Organizing sections as it is commonly done within any scale corporate is also suggested. Those are the mission statements, values and vision. In addition, you should consider making use of eye-catching headlines. Labels such as “What’s New?”, “Featured Stories”, “Did you know?”, “Spotlights”, or “News & Events” might be well-tailored here.
Furthermore, pay attention to the navigation features within your website. Whereas this article is addressing self-presentation through any website, you should figure how the so-called “About Us” section will be hyperlinked. In other words, make things easier by adding interactivity with information-seekers and never underestimates your audience hungriness to gather information on your practice and product.
Constructing content: You already have lots to say!
Keep in mind the purpose and goal of your entrepreneurial activities when it comes to write your mission statement. Make use of technical terms carefully as your audience might not be familiar with these. However, if you can’t avoid them, create hyperlinks leading to internal or external source of information describing those concepts and processes of yours.
Supporting general arguments with details and facts clearly makes claims more credible and more acceptable to readers. Citing numbers, for instance, will create the impression that your company is successful although you should also keep in mind that these are not verifiable by the people outside of your company. The most commonly used numbers include profits, revenues, stock quotes, growth rates and the company’s daily output.
Humanizing your organization could add self-environmental concern and credibility. Your audience seeks information about your entrepreneurial activities and might only be interested in knowing, for instance, to what extent your product raise awareness with regards to sustainable practice. Therefore, you might want to outline how your company aim to produce more sustainably than previously within a given sector.
Finally, any third-party acknowledgement such as grants and outside evaluation of your product should also be brought forward and presenting claims as facts will demonstrate leadership. Examples are:
Cellulosic ethanol is one of the most cost effective ways to reduce GHGs and gasoline consumption in road transport and can deliver benefits similar to improved vehicle efficiency.
Our operations and businesses are amongst the largest and most established in China’s agricultural processing.
Conveying attitude & establishing relationship
The interpersonal aspects of your message should never be underestimated. Presenting yourself or your business as self-responsible; highlighting citizenship throughout various contributions to the local community, philanthropic endeavours and business principles are essential components of the public relationship.
Once more, enhance navigation features within your website are keys for the creation of a dialogue and interactivity with your audience and your self-presentation is truly an opportunity to shape stakeholders’ perspective on your activities. Making use of personal pronouns such as “we”/”us”/”our” will tend to communicate belief rather than facts furthermore humanizing your business.
To conclude, building your self-presentation discourse is a dynamic process within which revision can always be prompted by peer reviews and audience’ feedbacks.
Image Credit: Sunset by Eric Hart