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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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Communication Strategy, Paul A. Argenti, USA

Extract

| 12 →

COMMUNICATION STRATEGY IS AN INTEGRAL PART OF ANY PRACTITIONER’S TOOLKIT FOR SUCCESS

PAUL A. ARGENTI ON COMMUNICATION STRATEGY ← 12 | 13 →



 

COMMUNICATION STRATEGY

STRATEGIC COMMUNICATION IS COMMUNICATION INEXTRICABLY LINKED TO THE OVERALL STRATEGY OF AN ORGANIZATION. AS A RESULT, AN ORGANIZATION MUST HAVE A CLEAR ENOUGH STRATEGY FOR COMMUNICATORS TO WORK FROM TO HELP EXECUTE THAT STRATEGY. AND, AS MOST SENIOR EXECUTIVES HAVE SAID, YOU CANNOT EXECUTE STRATEGY IF YOU CANNOT COMMUNICATE IT IN THE FIRST PLACE.

THIS STRATEGIC APPROACH TO COMMUNICATION REQUIRES YOU TO LOOK AT COMMUNICATION FROM THE PERSPECTIVE OF YOUR AUDIENCE AND ANSWER THE QUESTION: “AS A RESULT OF THIS COMMUNICATION, MY AUDIENCE WILL.…” UNDERSTANDING WHO THAT AUDIENCE IS, WHAT THEY KNOW ABOUT THE TOPIC YOU ARE DISCUSSING, AND WHAT THEY THINK ABOUT THE ORGANIZATION IS ALSO CRITICAL TO THE SUCCESS OF THE MESSAGE. AND, THAT MESSAGE CAN BE COMMUNICATED DIRECTLY OR INDIRECTLY DEPENDING UPON HOW SENSITIVE IT IS. CHANNEL CHOICE IS SIMILARLY A STRATEGIC CHOICE AND MUST BE PICKED BASED ON WHAT IS EASIEST FOR THE AUDIENCE RATHER THAN THE COMMUNICATOR.

FINALLY, TO MEASURE SUCCESS, WE MUST ASK OURSELVES, DID THEY DO WHAT WE WANTED THEM TO DO? THIS WILL TELL US WHETHER WE ACHIEVED OUR COMMUNICATION OBJECTIVE. IN THE END, THIS ITERATIVE PROCESS OF COMMUNICATION IS WHAT WE CALL COMMUNICATION STRATEGY: AN INTEGRAL PART OF ANY PRACTITIONER’S TOOLKIT FOR SUCCESS.

Paul A. Argenti

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