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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, Inge Wallage, The Netherlands

Extract

| 68 →

CONTROL IS SOMETHING OF THE PAST, ENABLING HAS GOT TO BE THE NEW GAME

INGE WALLAGE ON COMMUNICATION STRATEGY ← 68 | 69 →



 

COMMUNICATION STRATEGY

TODAY’S REALITY IS A CHALLENGING ONE: SDGs, CLIMATE CHANGE, BIODIVERSITY LOSS AND A REFUGEE CRISIS ALL OVER THE WORLD. ON TOP OF THAT WE HAVE FAKE NEWS, INCREASING NEW DIGITAL REALITIES WITH AI AND VR AND A 24-HOURS SOCIAL MEDIA DYNAMIC.

CONTROL IS SOMETHING OF THE PAST, ENABLING HAS GOT TO BE THE NEW GAME AND LISTENING IS MORE IMPORTANT THAN EVER. SECTORAL BOUNDARIES ARE BLURRING. NGOS HAVE BECOME MARKETING MACHINES AND COMPANIES ARE PRACTICING THEIR ADVOCACY VOICE. WAS THERE EVER A GREATER NEED FOR INTEGRATING THE COMMUNICATION AND BUSINESS STRATEGIES AND BE TRULY AUTHENTIC?

I HAVE BEEN ADVOCATING FOR THE 3As COMMUNICATIONS CONCEPT: AUTHENTICITY, ACCOUNTABILITY AND AUDACITY. FIRST A: STAND FOR WHAT YOU DO AND WHO YOU TRULY ARE. SECOND A: INTEGRATE BEING ACCOUNTABLE TO MOTHER EARTH AND FUTURE GENERATIONS. THIRD A: TO DO THE FIRST TWO, ONE NEEDS TO BE AUDACIOUS.

THIS CONCEPT WILL ENSURE A BUSINESS DISCUSSION AND SUPPORT MAKING THE RIGHT CHOICES FOR A PURPOSEFUL FUTURE.

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