Myths, Vision, and Values Associated with the United States Postal Service

Myths Associated with the United States Postal Service

Technology is rapdily impacting and changing how communication is achieved. As a result of many technological advances, which include phones and computers, the United States Postal Service (USPS) has been severly impacted. The USPS was established in 1775 when Benajamin Franklin was appointed the first Postmaster General for the united colonies by members of the Second Continental Congress. This sparked the beginning of the USPS, which focused on delivering communication between congress and armies. According to Longley, "On July 16, 1775, with revolution brewing, Congress enacted the 'Constitutional Post' as a way to ensure communication between the general populace and the patriots preparing to fight for America's independence" (para. 3). It was this myth that explains the creation of the USPS. Bowman and Deal (2008) state, "Myths often originate in the launching of an enterprise" (p. 254).

Vision Associated with the United States Postal Service

After Benjamin Franklin was designated as the Postmaster General, he decided to fulfill George Washington's dream of what a postal service should be. According to Longley, "Washington, who championed a free flow of information between citizens and their government as a cornerstone of freedom, often spoke of a nation bound together by a system of postal roads and post offices" (para. 1) Benjamin Franklin achieved this vision by creating a delivery service that was more efficient and faster. According to pbs.org, "Franklin established several notable improvements to the postal service by making a tour of all major post offices in the colonies to inspect their operations and to identify ways of improving service" (para. 5). Benjamin Franklin's vision to create a more reliable and proficient post service was achieved and was recognized for generations. Bolman and Deal (2008) state, "Vision turns organization's core ideology, or sense of purpose, into an image of the future" (p. 255).

Values Associated with the United States Postal Service

The values of the USPS can be best described as providing fast, efficient and reliable postal services to the people of the United States. The United States Postal Service also believes in providing superior customer service while cutting costs and increasing revenue. According to the USPS site, "As a global leader in mail delivery and successful corporate business practices, we maintain a talented workforce to support strategic initiatives that continues to generate revenue, reduce costs, achieve customer-focused results and improve service" (para. 1). The USPS' symbol, the eagle, also symbolizes speed and is also a representation of the United States as the official emblem. This eagle is a representation of one of their core values, which is to provide their services in a speedy manner. Bolman and Deal (2008) state, "The values that count are those an organization lives, regardless of what it articulates in mission statements or formal documents" (p. 255).

References:

About the U.S. Postal Service

Bolman, L. G. & Deal, T. E. (2008). Reframing Organizations; artistry, choice and leadership. San Francisco, CA: Jossey-Bass.

PBS.org

U.S. Postal Service Website

Successful Symbolic Messages

Discussion: The video above is a commercial that was introduced in 2008 by the United States Postal Service (USPS) to warn children not to play near the United States Postal Service mail truck in order to avoid getting hurt. This video displays a variety of symbols including the United States Postal Service logo as as well as the USPS mail truck and the mail man wearing the USPS uniform. The eagle used in the USPS logo is the prominent figure in the video that addresses the purpose of the commercial. This commercial is also presented in the form of a cartoon that tells a story. Storytelling is a form of symbolism primarily used for children in order to project a message with information. According to Bolman and Deal (2008), "Stories convey information, morals, and myths vividly and convincingly" (p. 259). The moral of the story presented in the commercial is for children to stay away from mail trucks. The commercial also illustrates humor, which is a quality of symbolism that is relatable to the audience. Bolman and Deal (2008) states, "Metaphor, humor and play illustrate the important 'as if' quality of symbols" (p. 268).

 

Discussion: The video above is a commercial that was shown in 1985 by the United States Postal Service (USPS) and explicitly shows the symbol of the post service, which is the bald eagle. The commercial begins with the eagle described as a symbol of excellence in overnight delivery, and continues with a USPS worker conversing with a customer and describing over the telephone how his package will arrive the next day and just in time for his basketball game. The next scene then shows the customer with the glasses that arrived in his package and how the USPS achieved their commitment to excellence by delivering the package to its customer. The eagle is displayed throughout the commercial and is the distinguished symbol of the USPS. The eagle then lead the commercial into a storyline which produced positive results. According to Bolman and Deal (2008), "Stories grant comfot, reassurance, direction and hope to people of all ages" (p. 259). The USPS worker, also considered the main character of the commercial, also serves as a symbol of a hero considering he was able to deliver the item to the customer on time. According to Bolman and Deal (2008), "Heroes and heroines, through words and deeds, serve as living logos" (p. 254).


Reference: Bolman, L. G. & Deal, T. E. (2008). Reframing organizations; artistry, choice, and leadership. San Francisco, CA: Jossey-Bass.

United States Postal Service Symbolic Images

            

        Logo for the United States Postal Service 

The current United States Postal Service corporate symbol was created in 1993 and incorporates both an eagle as well as lettering which reads, "The United States Postal Service." According to McAllister (1993), this logo is a symbol that represents, "a new level of quality, customer focus and competitiveness" (para. 2).  This logo, however, was not always the organization's primary symbol as others before it include a roman god, a pony and lastly, now the bald eagle.

                                 The Forever Stamp

The Forever Stamp was introduced by the United States Postal Service in 2007 and features a picture of the Liberty Bell. The bell was chosen as a symbol for this stamp as it represents independence and liberty associated with America. This particular stamp as a whole is a symbol of price fluctuation for the United States Postal Service. According to Foxnews.com, "The stamp, which carries the word 'Forever' instead of a price, will remain valid for sending a letter, no matter how much rates go up in the future" (para. 4). 

                                   The Collection Box

In the 1850's, the Collection Mailbox was introduced and served as a form of convenience for individuals. As a result of its creation, it was no longer required to go to the post office to mail out a letter. The Collection Mailbox is a symbol that represents communication, delivery and convenience.

References:

Fox News

Los Angeles Times