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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, Stephen Waddington, United Kingdom

Extract

| 162 →

PLANNING, RESEARCH AND MEASUREMENT ARE FUNDAMENTAL TO EVERY PIECE OF WORK

STEPHEN WADDINGTON ON COMMUNICATION STRATEGY ← 162 | 163 →



 

COMMUNICATION STRATEGY

A FORMAL PLANNING PROCESS WILL BRING RIGOUR AND DISCIPLINE TO YOUR WORK. IT’S A GOOD COMPANION TO CREATIVITY. YOU SHOULD BE ABLE TO SUMMARIZE A STRATEGIC COMMUNICATION PLAN ON A SINGLE PIECE OF PAPER AND BE ABLE TO EXPLAIN IT IN FIVE MINUTES. THIS DOESN’T MEAN DUMBING DOWN THE PLANNING PROCESS, BUT IS GOOD MANAGEMENT PRACTICE.

TAKING A 12 MONTH, OR EVEN QUARTERLY, OUTLOOK IS CHALLENGING WHEN OPERATING IN A PERIOD OF SEEMINGLY UNPRECEDENTED ECONOMIC AND POLITICAL UNCERTAINTY BUT ORGANISATIONS NEED TO CONTINUE TO MANAGE INVESTMENT AND TALENT. MY RECOMMENDATION IS TO TAKE THE LONGEST TERM OUTLOOK FEASIBLE FOR YOUR ORGANISATION BUT TEST, MEASURE AND ADAPT YOUR PLAN OVER TIME. REAL TIME MEASUREMENT AND AGILITY IS A REALITY FOR ANY MODERN PUBLIC RELATIONS TEAM

THERE CAN BE NO SHORTCUTS. PLANNING, RESEARCH AND MEASUREMENT ARE FUNDAMENTAL TO EVERY PIECE OF WORK. THEY’RE AS CRITICAL AS CREATIVE, CHANNELS AND EXECUTION.

Stephen Waddington

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