Show Less
Restricted access

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!

Show Summary Details
Restricted access

Building block: Vision

Extract

| 34 →



BUILDING BLOCK VISION

EVERY COMMUNICATION DEPARTMENT SHOULD ROUTINELY ASK ITSELF THESE VITAL QUESTIONS: WHAT ARE OUR ROLE AND OUR ADDED VALUE IN THE ORGANIZATION NOW, AND WHAT SHOULD THEY BE? WHAT DO WE TAKE RESPONSIBILITY FOR, AND WHAT CAN THE ORGANIZATION EXPECT US TO DELIVER?

More than twenty years ago Jim Collins and Jerry I. Porras (1996/2011) stressed the importance of vision. “The rare ability to manage continuity and change—requiring a consciously practiced discipline—is closely linked to the ability to develop a vision. Vision provides guidance about what to preserve and what to change” (2011, p. 78). Vision directs and gives meaning to what you do and how you do it. It articulates how you see something—in this case, communication and the role of the comms department. A good vision paints a picture that is inspiring and compelling for others. It also lets you stand back from the hype and objectively assess events.

A communication department with a vision demonstrates responsibility and leadership. According to management guru John Naisbitt, “Strategic planning is worthless—unless there is first a strategic vision” (“John Naisbitt Quotes,” n.d.). The cornerstone of a sound strategy is a clear vision. That is why the first building block of the Communication Strategy Framework is vision. We believe that a good vision has a positive effect on efficiency and efficacy. What leaders do well, said John Adair (2009), the pioneer on leadership, is inspire...

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.