Crisis Communication is a strategic skill that involves the effective dissemination of information to manage a crisis that could potentially impact customers or an organization's reputation. It involves the ability to quickly and accurately assess a situation, develop a response strategy, and communicate that strategy to various stakeholders. This skill is crucial in maintaining trust and transparency during challenging times, mitigating damage to the organization's reputation, and ensuring a swift return to normal operations.

External Communication Strategy refers to the ability to develop and implement effective communication plans for an organization's external stakeholders. This skill involves identifying key messages, selecting appropriate communication channels, and timing communications to maximize impact. It requires understanding of public relations, media relations, and digital communication platforms. Proficiency in this skill also includes crisis communication management, brand representation, and the ability to tailor messages to diverse audiences.

Message Development refers to the process of creating clear, concise, and effective communication tailored to specific audiences and objectives. This skill involves understanding the target audience, defining key messages, and structuring content to convey information persuasively. Knowledge of Message Development is used to enhance communication strategies in various contexts, such as marketing, public relations, and organizational communication, ensuring that messages resonate and achieve desired outcomes.

Strategic Communication is the ability to strategically plan, develop, and convey messages and information to key stakeholders in a clear, persuasive, and compelling manner. Users of this skill align communication efforts with organizational goals and objectives to achieve desired outcomes and foster understanding, trust, and engagement. By tailoring messages to target audiences and leveraging effective channels, practitioners of this skill contribute to the overall success and reputation of the organization.

Trade Media refers to the use of industry focused publications, newsletters, and digital channels for communication with professional audiences. The skill is applied to share product information, company updates, and expert content with specific markets, and to support awareness among business audiences. Practical application includes selecting suitable outlets, preparing relevant messages, and aligning communication with audience needs and business goals.