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The Communication Strategy Handbook

Toolkit for Creating a Winning Strategy

Betteke van Ruler and Frank Körver

Strategic development is one of the most daunting challenges that faces any professional, no matter the field. After all, stakes are high. Developing effective strategies can put you on the path to becoming a trusted advisor and a valued employee.

The Communication Strategy Framework introduced in this handbook has been designed to help professionals make targeted choices toward strategic communication. Taking an iterative approach and continually reflecting on whether your choices remain congruent enables you to continually adapt to changing circumstances while staying in command. Linear planning models are ineffective. Quick strategy development can revolutionize the communication function and strengthen the relationship amongst members of a professional team. Linking communication and business strategy is the number one challenge for today’s communication practitioners.

The Communication Strategy Framework facilitates the communication professional to forcefully and efficiently make the right choices. It compels individuals to think about how communication can contribute to achieving the organization's or client’s goals. As a result, it provides a clear picture of your communication strategy in one page by putting superfluous details aside and concentrating on the essentials.

The Communication Strategy Framework has proven to be an instant eye-opener. A best-seller amongst professionals in the Netherlands, it is available for the first time in English. This step-by-step guide to creating a winning communication strategy will help communicators of all types, from professionals and clients to students and teachers!

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About the authors


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Betteke van Ruler, Ph.D., is professor emerita of Corporate Communication and Communication Management at the University of Amsterdam and co-owner of The Van Ruler Academy, where professionals learn and meet. In the first 17 years of her career she worked in communication practice, and subsequently embarked on a career as a teacher and scholar. Over the course of her career she has published many books and articles on the theory and practice of communication in both Dutch and English, and she is frequently invited to speak on developments in the communication field. During her academic tenure she was president of the European Public Relations Education and Research Association and chair of the Public Relations Division of the International Communication Association. She is Honorary Fellow of the Amsterdam School of Communications Research and was honored with the prestigious ICA Fellowship award of the International Communication Association (2018).

Frank Körver, M.Sc., is partner at consulting firm Wepublic, based in Amsterdam and The Hague. Wepublic is the Dutch affiliate of the global Interel Group. Frank is trusted advisor of CCOs and other senior-level executives. He is specialized in issues and reputation management, corporate communication strategy and leadership challenges. Many of his clients are organizations experiencing complex reputation challenges and strategic dilemmas, or have the ambition to create an impact-focused communication function. Frank is amongst others board member of the business club of the Cobra museum of modern art and the Dutch co-coordinator of the...

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