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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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Agility versus linearity

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HOW TO MAKE CHANGE A ROUTINE PART

Martin Reeves and Mike Deimler (2011) stress that we live in an era of risk and instability. Uncertainty poses a tremendous challenge for strategy making. We agree with them that traditional methods of strategy development are over. Traditional approaches to strategy development assume a stable and predictable world, and our world is everything but stable and predictable, they claim. Organizations need to move quicker and smarter. In order to adapt to a continuously changing environment, they will have to change their way of thinking. And they need to adopt a new way of working as well.

PWC (2012) as well as many other consultancy firms favor the so-called agile organization. The agile organization strives to make change a routine part of organizational life to reduce or eliminate the organizational trauma that paralyzes many businesses attempting to adapt to new markets and environments. Because change is perpetual, they claim, the agile enterprise is able to nimbly adjust to and take advantage of emerging opportunities. Agile stands for flexible, smart, fast, and result-oriented. The hallmark for agile is learning; agile organizations are learning organizations, as Belinda Waldock states in Being Agile in Business (2015). One simple tool you definitely need for agile working is sticky notes. By their nature they are flexible and easy to use; groups of notes can easily be reviewed by the group, and they can help you to work together and start the discussion on...

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