The communication strategy sets out the overall vision and direction of the organisation's communication. It is a long-term tool for strengthening the organisation's brand awareness.

Communications strategy supports the organisation's business strategy and describes how the organisation's strategic objectives will be achieved through communications.

The communication plan is a key tool in the daily life of a communications professional. It translates strategy into practical action and ensures smooth operations all year round.

A communication plan often includes an annual calendar and concrete measures. It takes into account internal and external events within the organisation and supports the implementation of the strategy.

The core messages are the main guiding principles of an organisation's communications, encapsulating its value proposition, objectives and differentiators. They form the basis for consistent communication and help ensure that the organisation's message is consistent and clear across all channels.

Core messages or communication themes may never need to be communicated directly to the media, but they are reflected in all communications from the organisation.

Social communication enables an organisation to engage in public debate and to promote the social issues that are important to it.

Effective social communication is based on clear core messages, transparency and the ability to engage constructively in public debate.

Thought leadership is leading expertise in a particular field or subject area that attracts the attention of others interested in the same topic. However, it is not just expertise, but also the ability to lead a discussion and bring new perspectives to the table.

Thought leadership is a way of generating interest and trust in an organisation among its target audiences.

Crisis communication focuses on managing crisis situations and minimising their impact. It aims to provide timely, transparent and accurate information to stakeholders in order to prevent misunderstandings and maintain trust.

The speed and consistency required for successful crisis communication is often difficult to achieve without a pre-planned response.