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The Communication Strategy Handbook

A Toolkit for Creating a Winning Strategy

Betteke vanRuler 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.

Many CEOs still view the communication department as no more than as a tactical entity providing outreach but little else. It is time to fundamentally rethink how strategic communication is developed and start using modern tools to do this. 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 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 for clients and other stakeholders. A best-seller amongst professionals in the Netherlands, it is available for the first time in English. This step-by-step guide to creating strategic communication will help communicators of all types- from professionals and clients to students and teachers!

Betteke van Ruler Ph.D (University of Amsterdam) is a professor and leading scholar in corporate communication and public relations. She received the honorary title of Officer in the Order of Orange Nassau by Her Majesty Queen Beatrix of The Netherlands for her groundbreaking work in bridging the gap between academic theory and practice. Van Ruler is published in Public Relations Review, Journal of Communication Management, Journal of Public Relations Research, and in many international scientific and professional journals and books. She is founder of the Van Ruler Academy and was Chair of the Public Relations Division of ICA and President of EUPRERA, the European Public Relations Education Research Association.

 

Frank Körver MSc is partner at GKSV, an Amsterdam based consultancy firm and Dutch affiliate of the International Interel Group. Körver is an experienced consultant at the intersection of strategy, leadership and communication. He is a renowned consultant in The Netherlands and trusted advisor of senior executives and CCO’s.