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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, Ansgar Zerfass, Germany

Extract

| 92 →

STRATEGIC CHOICES ARE THOSE THAT MAKE A DIFFERENCE FOR SUCCESS

ANSGAR ZERFASS ON COMMUNICATION STRATEGY ← 92 | 93 →



 

COMMUNICATION STRATEGY

STRATEGIC CHOICES ARE THOSE THAT MAKE A DIFFERENCE FOR CORPORATE SUCCESS—IN COMMUNICATIONS AS WELL AS IN OTHER AREAS LIKE FINANCE, PRODUCTION, LOGISTICS, AND HUMAN RESOURCES.

IT IS A COMMON MISTAKE TO BASE SUCH CHOICES MAINLY ON CREATIVE IDEAS, GUT FEELING OR PROFESSIONAL EXPERIENCE. AT THE SAME TIME, LINEAR PLANNING ROUTINES KNOWN FROM PR AND ADVERTISING CANNOT COPE WITH THE DYNAMICS AND SPEED OF TODAY’S WORLD. WE NEED FRAMEWORKS AND MANAGEMENT TOOLS FOR CORPORATE COMMUNICATIONS THAT GUIDE REFLECTION, SYSTEMATIZE INPUT FROM MULTIPLE PERSPECTIVES, CAN BE FED WITH EMPIRICAL DATA AND BEST PRACTICES, AND GUIDE DECISION-MAKING IN AN AGILE WAY. SUCH TOOLS ARE RARE IN STRATEGIC COMMUNICATION.

IMPLEMENTING SUCH FRAMEWORKS FOR PLANNING, EXECUTING AND MEASURING IS AN ATTRIBUTE OF COMMUNICATION EXCELLENCE.

Ansgar Zerfass, Ph.D.

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