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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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Building block: Game Plan

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BUILDING BLOCK GAME PLAN

IN THE DAILY PRACTICE OF MANY BUSINESSES, A GAME PLAN USUALLY TAKES THE SHAPE OF AN OPERATIONAL PLAN OF ACTION WITH A TIMELINE AND A DETAILED BUDGET. WE MEAN SOMETHING DIFFERENT. THE GAME PLAN BUILDING BLOCK IS ABOUT YOUR OPERATIONAL STRATEGY AND YOUR SPECIFIC PRIORITIES.

In the daily practice of many businesses, a game plan usually takes the shape of an operational plan of action with a timeline and a budget. We mean something different. In the Communication Strategy Framework, the Game Plan building block consists of the most important choices that will guide your operational activities. If you make the wrong choices at this stage, they will have immediate negative effects. Chances are, not only will you tackle the wrong things, you also will not achieve the impact you envisioned. Your aim, once again, is to create focus.

This can only be achieved if there is a results-based culture among the people doing the actual work. Only then can you create focus. In things such as channels, target audiences, messages, obtainable results; and the focus need to be concrete.

The Game Plan building block is where you specify what you want to do in concrete terms. It is where you formulate how you will effectuate your strategy. The other building blocks compelled you to make important choices; now the time has come to transpose those choices into specific tactics. With whom do you intend...

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