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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, Xianhong Chen, China

Extract

| 78 →

BIG DATA HAS IMPELLED A STRATEGIC SHIFT

XIANHONG CHEN ON COMMUNICATION STRATEGY ← 78 | 79 →



 

COMMUNICATION STRATEGY

IN-DEPTH INTERVIEWS BASED ON GROUNDED THEORY OF 30 CHINESE PUBLIC RELATIONS SCHOLARS IN THE GREATER CHINA REGION SHOWED THAT THE BIG DATA ERA HAS IMPELLED A STRATEGIC SHIFT IN EDUCATION, RESEARCH AND PRACTICE IN PUBLIC RELATIONS.

THERE EXISTS AN INTERESTING “BESIEGED CITY” PHENOMENON MANIFESTING THE TENSION BETWEEN “DE-INSTITUTIONALIZING PUBLIC RELATIONS” AND “INSTITUTIONALIZING PUBLIC RELATIONS”. THE DEBATE OF “DOWNPLAYING NEWS” AND “UP-PLAYING PR” APPEARED IN COMMUNICATION EDUCATION. BIG DATA PROPELLED THE EMERGENCE OF A TENDENCY TO BEING INTEGRATED, TRANSDISCIPLINARY AND STRATEGIC. STRATEGIC SHIFTS DO NOT NECESSARILY SYNCHRONIZE. THEY CAN ALSO BE SEEN AS THE EXPRESSION OF ATTEMPTS OR EFFORTS TO MAKE ALL PUBLIC RELATIONS BECOME STRATEGIC IN THE CONTEXT OF EQUATING PUBLIC RELATIONS TO STRATEGY.

THE CONCEPT OF “PUBLIC RELATIONS IS STRATEGY” MEANS THAT ALL PUBLIC RELATIONS ACTIONS SHOULD BE WELL PLANNED AND GUIDED. FROM THIS PERSPECTIVE, STRATEGY IS NOT SIMPLY A VARIABLE AMONG OTHERS.

STRATEGY IS WHAT PUBLIC RELATIONS IS INTENDED TO.

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