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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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Make the Communication Strategy Framework Work for you



1 Start with your vision on what communication contributes to the organization. This determines to a large extent where you will direct your energy and your perspective on issues in and around the organization. Start with your vision, discuss what excellent communication means at your organization, and then what it means for you to excel as a communication professional. Think about what role you as a department, unit, or individual aim to play in or for the organization. Be specific, articulate it in a way that will appeal to others, capture it in a memorable catchphrase, and make this the touchstone for all your subsequent choices.

2 Take an inclusive approach. Strategies are not and quite simply cannot be devised in isolation. Think carefully about who you will involve in the process, from your immediate coworkers to colleagues in other departments. We are strong believers in the power of diversity. If your strategy is about reputation, why not invite business or investor relations to contribute? Or, if it’s about changes in the organization, get input from HR professionals. If it’s about the development of a new social intranet, get the IT staff on board. Your strategy will only benefit. ← 159 | 160 →

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