9. Communicating with Impact /

9.4 Using suitable communications tools


We use communication channels and tools best suited to our needs.

To meet the standard in full, you communicate with your audiences in a mixture of ways. You have chosen these methods carefully and they are appropriate to your context, audience, and messages.

With clear messages in mind you will need to select the communication channels and tools that will help get your messages across.

It is often helpful to start with the possible communications channels. These channels might include interpersonal communication, communication in a group setting, or by way of mass media.

Communications tools then are the specific device or medium that carries a communication message. For example, you might communicate through a social media platform (a mass media channel) using an infographic (communication tool) to get across your message.

There are many different communication tools that you can use, and each medium has its pros and cons. Here are some examples.


  • Websites
  • Blogs
  • Webinars
  • Social Media
  • E-bulletins


  • Radio
  • Television
  • Newspapers


  • Reports
  • Newsletters
  • Brochures
  • Posters
  • Postcards


  • Conferences
  • Open Days
  • Exhibitions and Fairs
  • Presentations
  • Roundtables


Some of the main reporting mediums and formats used by social enterprises are covered in more detail in Section 8.

The appropriateness and feasibility of communications tools will depend on many factors:

  • The characteristics of the target group, and their preferred style of communication. 
  • The communication channel that you are planning to use, given that some tools lend themselves naturally to particular channels.
  • The communication message you want to share, as well as your overall communication goals.

Consider the communication channels and tools that are manageable within the resources available and will bring your messages to life.