Show Less
Restricted access

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!

Show Summary Details
Restricted access

Building block: Resources

Extract

| 106 →



BUILDING BLOCK RESOURCES

WHERE THE STAKEHOLDERS BUILDING BLOCK WAS ABOUT DESCRIBING WHO YOU HAVE TO DEPEND ON FOR YOUR STRATEGY TO BE A SUCCESS, THE RESOURCES BUILDING BLOCK IS ABOUT DESCRIBING WHO HAS TO IMPLEMENT THE STRATEGY, WHICH COMPETENCES ARE REQUIRED, AND HOW MUCH MONEY YOU NEED.

Resources usually refer to people and money. By people we mean all the players that you want to engage in your communication strategy and their specific competences. First and foremost, these are your inhouse communication professionals and any additional assistance you hire in. With all the reorganizations of recent years, many communication teams have been left considerably depleted. Ironically, during that time demand for communication’s added value has only increased and continues to do so. The question, to put it boldly, is how you can do more with less. This is no small challenge, nor is there a simple solution, even if a plethora of quotes and articles would like to convince you otherwise.

For many communication departments, the answer to the question of how to do more with less has come in the form of an alternative departmental structure. Some have rigorously pruned their tasks and functions. Others have consolidated their main activities and now work with independent contractors when and as needed. Besides slimming down departments, all the reorganizations and cuts have also sparked a fundamental discussion about which people are needed inhouse and which ones can be hired in....

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.