Communicate with Influence & Impact.
Lead with Strategy.
The role of communications has never been more strategic or more complex.
Hybrid work. AI acceleration. Cultural shifts. Business transformation.
Today’s communicators are at the center of it all, expected to lead with clarity, engage diverse audiences, and deliver measurable results under increasing pressure.
This book helps you rise to that challenge.
What is the VIKING Framework?
The VIKING Framework is a six-step model that empowers communication professionals, marketers, and business leaders to design and launch high-impact campaigns with clarity, confidence, and strategic alignment with business priorities.
Born from years of real-world experience in dynamic, fast-moving organizations, this repeatable, field-tested approach can help you overcome daily challenges turning common pitfalls into opportunities for influence.
Whether you're rolling our strategic initiatives, engaging geographically distributed teams, or leading through change, this book can elevate your role from messenger to strategic leader, with tools you can apply immediately to turn insight into influence, and ideas into action.
About the Authors
Stanley Glancy and Akanksha Bhargava are seasoned communication leaders with decades of experience across media, consulting, life sciences, and technology. Their campaigns have helped global companies shape culture, accelerate transformation, and build trust at every level.
This book reflects their commitment to helping communication professionals do meaningful, measurable work — and lead with purpose, wherever they are.
FAQs About the VIKING Framework
1. Is the VIKING Framework only for internal communications?
No—it was designed with internal communications in mind, but its principles can be applied across employee engagement, change management, employer branding, and even cross-functional initiatives involving HR, IT, or marketing. Anywhere strategic messaging and behavior change are needed, VIKING can help.
2. Does the framework only work in large organizations?
Not at all. The VIKING Framework is scalable. Whether you're part of a lean startup team or a global enterprise, the six steps can be adapted to your available resources, team size, and organizational structure.
3. How is VIKING different from traditional project planning models?
Most models focus on timelines and deliverables. VIKING centers on audience impact and strategic alignment. It helps you design communications that land with people, not just meet deadlines. It’s both a thinking tool and an execution framework.
4. What if I’ve already launched my campaign? Can I still use it?
Absolutely. VIKING isn't a one-time process—it’s a cycle. You can jump in at any point, especially during the Improvise, Nurture, or Gauge phases, to course-correct, re-energize, or evaluate your efforts.
5. Is the framework too rigid for fast-moving teams?
Quite the opposite. VIKING is deliberately flexible. It provides structure without slowing you down—helping you make better decisions in fast-changing environments. Think of it as a guide, not a rulebook.
6. Can non-communications professionals use the VIKING Framework?
Yes! The framework is often useful for HR leaders, team managers, transformation officers, and startup founders—anyone who needs to influence people through storytelling, alignment, and strategic communication.
7. Do I need to read the whole book to apply the framework?
Not necessarily. Each chapter builds on the VIKING steps, but even one or two can spark meaningful improvements. If you’re short on time, start with the chapter that matches your current campaign phase—or download the free chapter to preview the approach.
MY EXPERIENCE
Political Columnist @ World Politics Digest
Jan 2018 - Present
I write political opinion pieces and reports on the U.S.’s most recent political events. My goal was and is to bring articles and news without partisan bias while offering insight and analysis.
On-Site Journalist @ Italian Fashion BTS
Jan 2018 - Feb 2019
I walked the red carpet, spoke with designers, and provided in-depth insights on each participant’s collections and their inspirations for the multiple fashion events taking place across Italy.
EDUCATION
Oxford University
MA in Journalism 1998 - 2000
Bath University
BA of Sociology and Politics 1996 - 1998
AWARDS
Journalistic Investigation Excellence
For an investigative piece into the history of gerrymandering and its consequences.
National Media Award
For an investigation into small government corruption.
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Clarice Turner
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