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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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Library of Congress Cataloging-in-Publication Data

Names: Ruler, Betteke van, author. | Körver, Frank, author. Title: The communication strategy handbook: toolkit for creating a winning strategy / Betteke van Ruler and Frank Körver. Other titles: Strategisch communicatie frame. English Description: New York: Peter Lang, 2019. Includes bibliographical references. Identifiers: LCCN 201804467 | ISBN 978-1-4331-5483-6 (hardback: alk. paper) ISBN 978-1-4331-5657-1 (paperback: alk. paper) | ISBN 978-1-4331-5658-8 (ebook pdf) ISBN 978-1-4331-5659-5 (epub) | ISBN 978-1-4331-5660-1 (mobi) Subjects: LCSH: Communication in management. | Communication in organizations. Classification: LCC HD30.3 .R8513 2019 | DDC 658.4/5—dc23 LC record available at DOI 10.3726/b13518

Bibliographic information published by Die Deutsche Nationalbibliothek. Die Deutsche Nationalbibliothek lists this publication in the “Deutsche Nationalbibliografie”; detailed bibliographic data are available on the Internet at

Concept and text Betteke van Ruler Frank Körver

Design and artwork Bianca Spierenburg,

Project management Frank Jansen, DtC | Desire to Communicate

Editing Peter Lang Publishing, Inc.

Translation Elizabeth Manton Taalcentrum-VU

Photography Phil Nijhuis Sjaak Ramakers

Originally published in Dutch: Het strategisch communicatie frame: Praktische methode voor strategie-ontwikkeling © 2014 Betteke van Ruler and Frank Körver

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