By Katja Schroeder, Expedition PR
A common practice in media and messaging workshops is to develop a message house based on three pillars, with each pillar representing a core message. The house always has a roof and the roof has room for a sentence that describes the company’s overall mission. Putting a company’s mission into a single sentence is not an easy exercise. A company has many dimensions and addresses a wide range of internal and external stakeholders. However, boiling down the message really helps to focus on the essential.
We can take this exercise even one step further. Today, a company’s mission needs to fit into a Tweet, 120 characters (not 140), that can be easily shared and re-tweeted. Ideally, you should think about your company’s mission in a hashtag format. What is it that your company wants to change? Express it in 1-3 words.
For example, we work with Seed&Spark, a crowd-funding and distribution startup exclusively for independent film. They use the hashtag #stayindiefilm or #filmcurious to communicate their mission of changing the independent film industry for the better.