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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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Implementation: The right part of the Communication Strategy Framework


A closer look at the right part of the model: Accountability, Stakeholders, Resources, and Game Plan.


Being accountable means you leave no doubt about who is responsible for what, and how, and how and to whom you answer. Simply stated, it is about showing who is in charge of what and in what way, and what the things you do will deliver.


In the communication field we talk a lot about the stakeholders in the organization. Rarely, however, do we talk about the stakeholders in the communication strategy itself. Who do you need to ensure your strategy’s success, and what do you need from them?


The Resources building block centers on people and money. You may have big ambitions, but you also have to be realistic. Increasingly, departments are expected to do more with less money and less personnel. You can only do that if you make decisive choices and know exactly which competences and budgetary scope you need to achieve your ambitions.

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