The Communication Strategy Handbook: Toolkit for Creating a Winning Strategy
New York et al.: Peter Lang (2019), xii, 174 pp.
Contains illustrations, bibliogr. pp. 164-167
ISBN 978-1-4331-5657-1
Signature commbox: 10-PR-E 2019
" 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." (Publisher description)
Why a Communicatlon Strategy Framework? 1
The Communicatlon Strategy Framework: A practica! method, 4
Agility versus linearlty, 6
I. STRATEGY
Strategy Is about making choices, 10
When do you need a strategy? 18
The Communicatlon Strategy Framework, 20
The Communicatlon Strategy Framework helps you to make choices, 22
Do you need the Communicatlon Strategy Framework? 24
II. THE COMMUNICATION STRATEGY FRAMEWORK EXPLAINED
8 bullding blocks for the Communication Strategy Framework, 28
Orientation: The left part of the Communication Strategy Framework, 32
Building block: Vision, 34
Building block Internal Situation, 46
Building block: External Situation, 58
Building block: Ambition, 70
Implementation: The right part of the Communlcatlon Strategy Framework, 80
Building block: Accountability, 82
Building block: Stakeholders, 94
Building block: Resources, 106
Building block: Game Plan, 118
Case: An inhouse communication strategy for CoolDays, 130
III. GETTING TO WORK
Where do we go from here? 136
Four myths debunked, 138
High requirements. risingexpectations, 144
Business-föcused communication, 148
Leadership in communication, 154
MAKE THE COMMUNICATION STRATEGY FRAMEWORK WORK FOR YOU, 158
The Communicatlon Strategy Framework: A practica! method, 4
Agility versus linearlty, 6
I. STRATEGY
Strategy Is about making choices, 10
When do you need a strategy? 18
The Communicatlon Strategy Framework, 20
The Communicatlon Strategy Framework helps you to make choices, 22
Do you need the Communicatlon Strategy Framework? 24
II. THE COMMUNICATION STRATEGY FRAMEWORK EXPLAINED
8 bullding blocks for the Communication Strategy Framework, 28
Orientation: The left part of the Communication Strategy Framework, 32
Building block: Vision, 34
Building block Internal Situation, 46
Building block: External Situation, 58
Building block: Ambition, 70
Implementation: The right part of the Communlcatlon Strategy Framework, 80
Building block: Accountability, 82
Building block: Stakeholders, 94
Building block: Resources, 106
Building block: Game Plan, 118
Case: An inhouse communication strategy for CoolDays, 130
III. GETTING TO WORK
Where do we go from here? 136
Four myths debunked, 138
High requirements. risingexpectations, 144
Business-föcused communication, 148
Leadership in communication, 154
MAKE THE COMMUNICATION STRATEGY FRAMEWORK WORK FOR YOU, 158
