Communication Planning
Agility is a Game Changer in Strategy Development
Bibliographic Data
| ID | 12800652 |
|---|---|
| Authors | Betteke Van Ruler (0000-0001-6573-7036, University of Amsterdam, corresponding author) |
| Year | 2021 |
| Volume | 15 |
| Issue | 2 |
| Pages | 113-125 |
| Publication date | 2021-03-15 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Strategic Communication (JOURNAL) |
| Journal identifiers | ISSN: 1553-118X • E-ISSN: 1553-1198 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/1553118x.2021.1898117 |
| OpenAlex | W3175013705 |
| Language | EN |
| Citations received | 8 |
| References cited | 20 |
The purpose of this conceptual article is to explore what agility means for communication planning. Agility is focused on adaptation to change. A review of current communication planning models shows that most models are focused on long-term detailed planning with little room to fully adapt to change. In contrast, agility encourages to focus on choices to be tested, not only at the output or tactic levels but for every choice in the strategy. This implies that we should alter our idea of evaluation as the final step in our planning models and focus much more on goal-based and goal-free formative evaluation, in order to test choices over and over again and show that strategy is not a product but a process of adaptation. The design of an agile communication strategy must be short and simple and show the coherence of the choices made. Based on the literature in business and marketing strategy modeling, a framework for an agile communication strategy with eight building blocks is presented. The intention of this model is to introduce a framework that helps to see strategy building as a narrative that ensures coherence in the choices made and offers room for fully adapting to change
Adaptation (eye · Agile software development · Business · Formative assessment · Knowledge management · Management science · Process (computing · Process management · Computer Science · Engineering · Management and Organizational Studies · Organizational Leadership and Management Strategies · Psychology · Service and Product Innovation
Understanding tensions in strategic communication practices
Active learning in strategic communication
Ideal-Practice Entanglement
Combining Strategic Foresight and Strategic Communication
Tug of War or Pulling Together? Comparing Reciprocal Task Role Expectations of Professional Communicators and Scientists in Organizational Science Communication
Communication Maturity
Unlocking the key dimensions of organizational agility
Conditions of One-Way and Two-Way Approaches in Strategic Start-Up Communication
| Unique citing works | 8 |
|---|---|
| Citations per year | 2 |
| Citation span | 2022 - 2026 (5) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 8 |