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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, Robert Heath, USA

Extract

| 128 →

YOUR SUCCESSS DEPENDS ON YOUR UNDERSTANDING OF THE DYNAMICS OF THE ARENA

ROBERT L. HEATH ON COMMUNICATION STRATEGY ← 128 | 129 →



 

COMMUNICATION STRATEGY

THE TERM STRATEGY REQUIRES MEANS/ENDS THINKING. BY WHAT MEANS CAN AN INDIVIDUAL OR ORGANIZATION ACHIEVE FAVORABLE OUTCOMES?

A KEY TO BEING AN EFFECTIVE COMMUNICATOR IS TO REALIZE THAT BECAUSE IT IS CONTEXTUALLY RELEVANT, STRATEGY EXISTS IN ARENAS WHERE COUNTER STRATEGIES, STATEMENTS AND COUNTERSTATEMENTS, OCCUR DYNAMICALLY. THE METAPHOR OF AN ARCHERY MATCH IS APT, AND NECESSARILY EMPHASIZES HOW MULTIVOCAL STRATEGIC COMMUNICATION IS.

ONE ARCHER CASTS (SHOOTS) THREE ARROWS. THAT IS LIKE UNIVOCAL COMMUNICATION, ONE MESSAGE AND EFFECT. BUT ONE ARCHER’S SCORE DOES NOT ACKNOWLEDGE OTHER ARCHERS’ (OR VOICES) STRATEGIC SKILL.

STRATEGY PRESUMES AND ENCOUNTERS COUNTERSTRATEGY. INDIVIDUALS AND ORGANIZATIONS SEEK TO GET OTHERS TO AGREE WITH THEM IN ORDER TO GAIN REWARDS AND AVOID BAD OUTCOMES. HOW SUCCESSFUL THEY ARE DEPENDS ON THEIR UNDERSTANDING OF THE DYNAMICS OF THE ARENA AND THEIR ABILITY TO ADAPT SO AS TO COMMUNICATE IN WAYS THAT ARE EFFECTIVE, EFFICIENT, ETHICAL, AND ENGAGING.

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