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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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Why a Communication Strategy Framework?

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THE COMMUNICATION STRATEGY FRAMEWORK HAS BEEN DESIGNED TO HELP PROFESSIONALS MAKE TARGETED CHOICES. HOWEVER, RATHER THAN PRESCRIBE A SPECIFIC COURSE OF ACTION OR THE BEST STRATEGY, WHICH IS ALWAYS CONTEXT-DEPENDENT, THE FRAMEWORK GUIDES YOU TO ASK THE RIGHT QUESTIONS AND TO EVALUATE WHAT YOUR ORGANIZATION, CLIENT, OR PROJECT REALLY NEEDS. IT COMPELS YOU TO THINK ABOUT HOW COMMUNICATION CAN CONTRIBUTE TO ACHIEVING YOUR ORGANIZATION’S OR CLIENT’S PRIORITIES OR YOUR PROJECT GOALS.

The Communication Strategy Framework is a planning method wholly different to the classic step-by-step plan still common in the worlds of public relations and corporate communication, of which John Marston’s widely used RACE model is one example.

We don’t really believe in plans of that type. Rather than showing which choices you have made and why you made them, their main function is to outline intended actions and what those actions will accomplish, and are strongly focused on control. The Communication Strategy Framework, by contrast, is an agile method that enables you to continually adapt to changing circumstances while staying in command. By now we both have quite a bit of experience in working with the Communication Strategy Framework, and we feel it to be a very rewarding method——as, do many other professionals!

This book was first published in the Netherlands, in Dutch, in 2014. Although we knew our method fulfilled a need, the wide enthusiasm with which it was embraced ← 1 | 2 → not only by public relations and corporate...

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