Abstract
This article summarizes findings from several investigations that have performed a DICTION-based content analysis of the mission and vision statements of distinctive types of academic institutions. Key linguistic components found to constitute a well-conceived, viable, and easily diffused institutional vision were isolated, measured, and compared to normative scores gathered from a nation-wide sample of colleges and universities. Findings revealed significant stylistic differences across institution types regarding clarity, complexity, pragmatics, optimism and the ability to unify the campus community, as well as key differences between mission and vision statements. In doing so, they provided a prescription for how mission and vision statements can better serve as guiding, governing, and self-promotional documents, particularly in times of crisis, change and negative press.
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