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