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.

Media Coverage refers to the reporting and dissemination of information about events, issues, or organizations through various media channels, including print, broadcast, and digital platforms. This skill involves the ability to analyze newsworthiness, craft press releases, and engage with journalists to ensure accurate representation in the media. Knowledge of Media Coverage is used to enhance public awareness, shape public perception, and influence discourse by strategically managing information flow and responding to media inquiries.

Public Affairs is a strategic communication skill that focuses on building and maintaining relationships with key stakeholders who have an interest in an organisation's operations. This skill involves understanding and managing the perspectives of various stakeholders such as politicians, customers, local communities, shareholders, trade associations, and think tanks. It is used to foster a positive image of the organisation, facilitate open communication, and ensure that the organisation's actions align with stakeholder expectations and societal norms.

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.