Enron and the PR Behind Corporate "Visions & Values"

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James S. Kunen works in corporate communications and muses on Enron's 'Visions and Values' statement. Kunen notes that "a statement of Vision and Values, setting forth lofty goals and bedrock beliefs, is an absolute must for the modern corporation. The "V&V," as it's called, pleases investors and customers ... and supports employee morale by reminding one and all that the company strives to do good, not just do well. ... I know one writer who, while struggling to draft one of these corporate credos, threw up her hands in despair and observed: "Why not just come right out and say it? 'We will strive to make as much money as we can without going to prison.' "