What's the visionary position?

Agony uncle and University of Westminster's visiting professor of PR Trevor Morris gives it to you straight.

Trevor Morris: PRWeek's agony uncle
Trevor Morris: PRWeek's agony uncle

I’ve heard of the missionary position. What’s the visionary position? Seriously, what is the difference between a mission and a vision?

Seriously, not a lot. Both are usually an idealised view of what an organisation hopes to achieve. They commonly take a lot of valuable time to think up and a very short time in the minds of those they are meant to inspire. Most are unbelievable, not memorable and unnecessary. The few that are any good are those that people can remember without laughing, sighing or rolling their eyes.

I recently heard about a bed and breakfast that had a mission statement.

Got a problem? Contact Trevor at agonyuncle@haymarket.com

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