Step up to the podium, values, your time has come

Claire Thompson, Waves PR

For many years, PR messaging sessions have separated mission, vision, values and operational goals.  They all play together, but they are all very different. And the ‘proof points’ on each are very different.

As a humble communicator, it has often been hard to persuade businesses to take the ‘soft’ side of this, the values, seriously (although I often point to the RWE takeover of Thames Water where the values in action programme contributed to a valuable shareholder premium.)

Businesses have happily reflected their brand values in their logos, and the statement – maybe even the language used – on their websites. But one of the great things happening now is that people are engaging with businesses on all kinds of levels. There is an increasing recognition that businesses are made up of people – that they have a human face, rather than being monolithic entities.

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