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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, Jim Macnamara, Australia

Extract

| 44 →

IT IS MORE IMPORTANT TO DO THE RIGHT THING THAN TO DO THINGS RIGHT

JIM MACNAMARA ON COMMUNICATION STRATEGY ← 44 | 45 →



 

COMMUNICATION STRATEGY

IT IS WIDELY RECOGNIZED THAT COMMUNICATION PROFESSIONALS WORK AS COMMUNICATION TECHNICIANS IN MANY DAY TO DAY ACTIVITIES, SUCH AS WRITING, COORDINATING PRODUCTION OF MATERIALS, ARRANGING EVENTS, AND SO ON. BUT IT IS EQUALLY OR EVEN MORE IMPORTANT THAT THEY ARE CAPABLE COMMUNICATION STRATEGISTS. AS PETER DRUCKER SAID: “IT IS MORE IMPORTANT TO DO THE RIGHT THING THAN TO DO THINGS RIGHT”.

OF COURSE IT IS IMPORTANT TO DO THINGS RIGHT BY HAVING THE REQUIRED TECHNICAL SKILLS, BUT WHAT DRUCKER WAS POINTING OUT IS THAT THERE IS NO VALUE IN DOING THINGS WELL IF YOU ARE DOING THE WRONG THINGS. IDENTIFYING THE RIGHT THINGS TO DO IS THE ROLE OF STRATEGIC PLANNING AND STRATEGY.

TO ACHIEVE DESIRED OUTCOMES AND IMPACT, NOT JUST PRODUCE OUTPUTS, COMMUNICATION PROFESSIONALS NEED TO BE ABLE TO BUILD EVIDENCE-BASED STRATEGY USING TOOLS SUCH AS AUDIENCE RESEARCH AND STRATEGIC PLANNING MODELS.

Jim Macnamara, Ph.D.

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