{"id":874,"date":"2022-08-29T15:43:38","date_gmt":"2022-08-29T13:43:38","guid":{"rendered":"https:\/\/fxschmidt.com\/?page_id=874"},"modified":"2023-10-20T09:49:40","modified_gmt":"2023-10-20T07:49:40","slug":"canvas","status":"publish","type":"page","link":"https:\/\/fxschmidt.com\/en\/canvas\/","title":{"rendered":"Canvas"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top-small:25px;--awb-padding-bottom-small:25px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1352px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element \" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"1900\" height=\"829\" alt=\"Communication Canvas - the tool for strategic communication\" src=\"https:\/\/fxschmidt.com\/wp-content\/uploads\/strategicum-communication-canvas-web-en.svg\" class=\"img-responsive wp-image-882\"\/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-separator fusion-no-small-visibility fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:50px;width:100%;\"><\/div><div class=\"fusion-separator fusion-no-medium-visibility fusion-no-large-visibility fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-center fusion-title-highlight fusion-animate-once fusion-highlight-underline fusion-title-size-one\" style=\"--awb-highlight-width:3;\" data-highlight=\"underline\"><h1 class=\"fusion-title-heading title-heading-center fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:60;line-height:var(--awb-typography1-line-height);\"><span class=\"fusion-highlighted-text-prefix\">Communication<\/span> <span class=\"fusion-highlighted-text-wrapper\"><span class=\"fusion-highlighted-text\">Canvas<\/span><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 500 150\" preserveAspectRatio=\"none\"><path d=\"M8.1,146.2c0,0,240.6-55.6,479-13.8\"><\/path><\/svg><\/span> <span class=\"fusion-highlighted-text-postfix\"><\/span><\/h1><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-center fusion-flex-content-wrap\" style=\"max-width:1352px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p>The Communication Canvas is a practical tool for developing, implementing, and optimizing strategic communication.<\/p>\n<p>With the Communication Canvas, you can simplify complex issues so that the interrelationships between the individual aspects become visible.<\/p>\n<p>This streamlines collaboration within the team and with customers \u2013 and takes your strategy development to a whole new level.<\/p>\n<\/div><div ><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--button-border-radius-top-left:0;--button-border-radius-top-right:0;--button-border-radius-bottom-right:0;--button-border-radius-bottom-left:0;--button_margin-top:25px;\" target=\"_self\" href=\"#download\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Go to download<\/span><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element \" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-2 hover-type-none\"><img decoding=\"async\" width=\"1923\" height=\"1214\" alt=\"Vier Mitarbeiterinnen entwickeln eine Kommunikationsstrategie mit dem Communication Canvas\" src=\"https:\/\/fxschmidt.com\/wp-content\/uploads\/strategicum-team-diskussion-2.svg\" class=\"img-responsive wp-image-835\"\/><\/span><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1352px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-section-separator section-separator slant fusion-section-separator-1\" style=\"--awb-spacer-height:99px;--awb-svg-margin-left:1.92%;--awb-svg-margin-right:1.92%;--awb-svg-margin-left-medium:1.92%;--awb-svg-margin-right-medium:1.92%;--awb-svg-margin-left-small:1.92%;--awb-svg-margin-right-small:1.92%;--awb-divider-height:99px;--awb-spacer-padding-top:inherit;--awb-sep-padding:0;--awb-svg-padding:0;--awb-svg-tag-margin-bottom:-3px;--awb-sep-svg-display:block;\"><div class=\"fusion-section-separator-svg\"><svg class=\"fusion-slant-candy\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" version=\"1.1\" width=\"100%\" height=\"100\" viewBox=\"0 0 100 100\" preserveAspectRatio=\"none\" fill=\"rgba(242,243,245,1)\"><path d=\"M100 0 L0 100 L101 100 Z\"><\/path><\/svg><\/div><div class=\"fusion-section-separator-spacer\"><div class=\"fusion-section-separator-spacer-height\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling fusion-no-small-visibility\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color3);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1352px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\" style=\"--awb-content-alignment:center;\"><h2>The 12 success factors in the Communication Canvas<\/h2>\n<\/div>\t\t\t\t\t<div class=\"fusion-slider-container fusion-slider-sc-communication-canvas-en fusion-slider-22 full-width-slider\" style=\"height:500px; max-width:100%;\" data-id=\"22\" data-full_height=\"\">\n\t\t\t\t\t\t<style type=\"text\/css\">.fusion-slider-22 .flex-direction-nav a {width:40px;height:40px;line-height:40px;font-size:25px;}.fusion-slider-22 .flex-control-paging li a {background:rgba(0, 0, 0, 0.6);}.fusion-slider-22 .flex-control-paging li a.flex-active {background:rgba(0, 0, 0, 1);}<\/style>\t\t\t\t\t\t<div class=\"fusion-slider-loading\">Loading...<\/div>\n\t\t\t\t\t\t<div class=\"tfs-slider flexslider main-flex full-width-slider\" data-slider_width=\"100%\" data-slider_height=\"500px\" data-full_screen=\"0\" data-parallax=\"0\" data-slider_indicator=\"pagination_circles\" data-slider_indicator_color=\"#000\" data-nav_arrows=\"1\" data-nav_arrow_size=\"25px\" data-nav_box_width=\"40px\" data-nav_box_height=\"40px\" data-slideshow_speed=\"7000\" data-loop=\"1\" data-autoplay=\"1\" data-orderby=\"title\" data-order=\"ASC\" data-animation=\"slide\" data-animation_speed=\"600\" data-typo_sensitivity=\"1\" data-typo_factor=\"1.5\" style=\"max-width:100%;\">\n\t\t\t\t\t\t\t<ul class=\"slides\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-mute=\"yes\" data-loop=\"yes\" data-autoplay=\"yes\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"slide-content-container slide-content-left\" style=\"display: none;\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"slide-content\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"caption \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"fusion-title-sc-wrapper\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-div\" style=\"--awb-text-color:var(--awb-color8);--awb-margin-top:0px;--awb-margin-bottom:0px;--awb-sep-color:var(--awb-color8);--awb-font-size:20px;\"><div class=\"fusion-title-heading title-heading-left title-heading-tag fusion-responsive-typography-calculated\" style=\"margin:0;font-size:1em;--fontSize:20;--minFontSize:20;line-height:1.2;\"><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-6 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:5.76%;--awb-spacing-left-medium:5.76%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element \" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-3 hover-type-none\"><img decoding=\"async\" width=\"500\" height=\"500\" alt=\"Die Vision einer Organisation markiert im Communication Canvas die h\u00f6chsten Ziele\" src=\"https:\/\/fxschmidt.com\/wp-content\/uploads\/communication-canvas-vision.svg\" class=\"img-responsive wp-image-824\"\/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-7 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:66.666666666667%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:2.88%;--awb-spacing-left-medium:2.88%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-3\"><h3>Vision: The meaning of the organization<\/h3>\n<p>A vision is a desired target state of the world or even of a specific target group or region, etc. For non-profit organizations, the vision is relatively easy to define. However, companies also have some kind of meaning, a purpose that goes beyond generating revenue.<\/p>\n<p>The reason a company's vision is important for its strategic communication is almost self-explanatory. Credibly conveying the company's purpose means creating identity. If you can highlight what makes the organization unique, you can build long-term relationships with customers and partners who share a similar set of values or mindset.<\/p>\n<p>When developing the communication strategy, a clear definition of objectives always helps to question the purposes of all communication measures. In other words, does the reason we communicate contribute directly to achieving the vision?<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"buttons\" >\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"background \" style=\"max-width:100%;height:500px;filter: progid:DXImageTransform.Microsoft.AlphaImageLoader(src='', sizingMethod='scale');\" data-imgwidth=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-mute=\"yes\" data-loop=\"yes\" data-autoplay=\"yes\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"slide-content-container slide-content-left\" style=\"display: none;\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"slide-content\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"caption \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"fusion-title-sc-wrapper\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-div\" style=\"--awb-text-color:var(--awb-color8);--awb-margin-top:0px;--awb-margin-bottom:0px;--awb-sep-color:var(--awb-color8);--awb-font-size:20px;\"><div class=\"fusion-title-heading title-heading-left title-heading-tag fusion-responsive-typography-calculated\" style=\"margin:0;font-size:1em;--fontSize:20;--minFontSize:20;line-height:1.2;\"><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4-2 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-8 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:5.76%;--awb-spacing-left-medium:5.76%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element \" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-4 hover-type-none\"><img decoding=\"async\" width=\"500\" height=\"500\" alt=\"Die Vision einer Organisation markiert im Communication Canvas die h\u00f6chsten Ziele\" src=\"https:\/\/fxschmidt.com\/wp-content\/uploads\/communication-canvas-markt.svg\" class=\"img-responsive wp-image-824\"\/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-9 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:66.666666666667%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:2.88%;--awb-spacing-left-medium:2.88%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-4\"><h3>Market: Needs and inequities<\/h3>\n<p>The market analysis in the context of the organizational strategy reveals which needs or social inequities the company or NGO wants to address. In other words, it is about a specific challenge people want to overcome or an already identified demand for a solution, product, or service.<\/p>\n<p>The market is important for strategic communication because it clarifies who the company or organization is targeting. Specific target groups can then be derived from this when developing the communication strategy. Therefore, a good link to the company's market makes it possible to target communication measures more precisely.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"buttons\" >\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"background \" style=\"max-width:100%;height:500px;filter: progid:DXImageTransform.Microsoft.AlphaImageLoader(src='', sizingMethod='scale');\" data-imgwidth=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-mute=\"yes\" data-loop=\"yes\" data-autoplay=\"yes\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"slide-content-container slide-content-left\" style=\"display: none;\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"slide-content\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"caption \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"fusion-title-sc-wrapper\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-div\" style=\"--awb-text-color:var(--awb-color8);--awb-margin-top:0px;--awb-margin-bottom:0px;--awb-sep-color:var(--awb-color8);--awb-font-size:20px;\"><div class=\"fusion-title-heading title-heading-left title-heading-tag fusion-responsive-typography-calculated\" style=\"margin:0;font-size:1em;--fontSize:20;--minFontSize:20;line-height:1.2;\"><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4-3 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-10 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:5.76%;--awb-spacing-left-medium:5.76%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element \" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-5 hover-type-none\"><img decoding=\"async\" width=\"500\" height=\"500\" alt=\"Die Vision einer Organisation markiert im Communication Canvas die h\u00f6chsten Ziele\" src=\"https:\/\/fxschmidt.com\/wp-content\/uploads\/communication-canvas-absender.svg\" class=\"img-responsive wp-image-824\"\/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-11 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:66.666666666667%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:2.88%;--awb-spacing-left-medium:2.88%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-5\"><h3>Sender: Who communicates?<\/h3>\n<p>In the context of communication strategy, the sender is all about who communicates. This can vary for different target groups or in various circumstances.<\/p>\n<p>For example, internal communication may require the management to act personally as the sender. At the same time, the PR or press department and customer service department may communicate externally.<\/p>\n<p>However, being a sender also involves creating a consistent, authentic, and identifiable brand. Many aspects of this can already be found in the organizational strategy and only need to be transformed into a communicable construct.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"buttons\" >\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"background \" style=\"max-width:100%;height:500px;filter: progid:DXImageTransform.Microsoft.AlphaImageLoader(src='', sizingMethod='scale');\" data-imgwidth=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-mute=\"yes\" data-loop=\"yes\" data-autoplay=\"yes\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"slide-content-container slide-content-left\" style=\"display: none;\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"slide-content\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"caption \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"fusion-title-sc-wrapper\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-div\" style=\"--awb-margin-top:0px;--awb-margin-bottom:0px;--awb-font-size:20px;\"><div class=\"fusion-title-heading title-heading-left title-heading-tag fusion-responsive-typography-calculated\" style=\"margin:0;font-size:1em;--fontSize:20;--minFontSize:20;line-height:1.2;\"><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4-4 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-12 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:5.76%;--awb-spacing-left-medium:5.76%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element \" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-6 hover-type-none\"><img decoding=\"async\" width=\"500\" height=\"500\" alt=\"Die Vision einer Organisation markiert im Communication Canvas die h\u00f6chsten Ziele\" src=\"https:\/\/fxschmidt.com\/wp-content\/uploads\/communication-canvas-zweck.svg\" class=\"img-responsive wp-image-824\"\/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-13 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:66.666666666667%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:2.88%;--awb-spacing-left-medium:2.88%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-6\"><h3>Purpose: Why communicate at all?<\/h3>\n<p>The question of the purpose of communication seems easy to answer. But it is actually the core question of a communication strategy and should not be treated too superficially. Because just as a company does not only exist to generate sales (see: Vision), it also does not usually only communicate so that more people learn about the company.<\/p>\n<p>The purposes of communication are usually very diverse and interrelated. They also require different storytelling on a strategic level and in diverse formats at a tactical level.<\/p>\n<p>In the Communication Canvas, purpose forms the direct translation of corporate goals into communication goals. Conversely, achieving a purpose should directly contribute to the organization coming one step closer to its vision.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"buttons\" >\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"background \" style=\"max-width:100%;height:500px;filter: progid:DXImageTransform.Microsoft.AlphaImageLoader(src='', sizingMethod='scale');\" data-imgwidth=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-2 fusion-button-default-span fusion-button-default-type\" style=\"--button-border-radius-top-left:0;--button-border-radius-top-right:0;--button-border-radius-bottom-right:0;--button-border-radius-bottom-left:0;--button_margin-top:25px;\" target=\"_self\" href=\"#download\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">See the download<\/span><\/a><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-5 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling fusion-no-medium-visibility fusion-no-large-visibility\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color3);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1352px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-14 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-7 fusion-text-no-margin\" style=\"--awb-content-alignment:center;--awb-margin-bottom:25px;\"><h2>The 12 success factors in the Communication Canvas<\/h2>\n<\/div><div class=\"fusion-text fusion-text-8 fusion-text-no-margin\" style=\"--awb-content-alignment:left;--awb-margin-bottom:10px;\"><h3>Organization strategy<\/h3>\n<\/div><div class=\"accordian fusion-accordian\" style=\"--awb-border-size:1px;--awb-icon-size:16px;--awb-content-font-size:20px;--awb-icon-alignment:left;--awb-hover-color:var(--awb-color2);--awb-border-color:var(--awb-color3);--awb-background-color:var(--awb-color1);--awb-divider-color:var(--awb-color3);--awb-divider-hover-color:var(--awb-color3);--awb-icon-color:var(--awb-color2);--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);--awb-icon-box-color:var(--awb-color8);--awb-toggle-hover-accent-color:var(--awb-color2);--awb-title-font-family:&quot;Montserrat&quot;;--awb-title-font-weight:300;--awb-title-font-style:normal;--awb-title-font-size:24px;--awb-content-font-family:&quot;Montserrat&quot;;--awb-content-font-style:normal;--awb-content-font-weight:300;\"><div class=\"panel-group fusion-toggle-icon-unboxed\" id=\"accordion-989-1\"><div class=\"fusion-panel panel-default panel-04a068a0d5aa60782 fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_04a068a0d5aa60782\"><a aria-expanded=\"false\" aria-controls=\"04a068a0d5aa60782\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-989-1\" data-target=\"#04a068a0d5aa60782\" href=\"#04a068a0d5aa60782\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Vision: The meaning of the organization<\/span><\/a><\/h4><\/div><div id=\"04a068a0d5aa60782\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_04a068a0d5aa60782\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>A vision is a desired target state of the world or even of a specific target group or region, etc. For non-profit organizations, the vision is relatively easy to define. However, companies also have some kind of meaning, a purpose that goes beyond generating revenue.<\/p>\n<p>The reason a company&#8217;s vision is important for its strategic communication is almost self-explanatory. Credibly conveying the company&#8217;s purpose means creating identity. If you can highlight what makes the organization unique, you can build long-term relationships with customers and partners who share a similar set of values or mindset.<\/p>\n<p>When developing the communication strategy, a clear definition of objectives always helps to question the purposes of all communication measures. In other words, does the reason we communicate contribute directly to achieving the vision?<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-d84e52b8237cec4e5 fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_d84e52b8237cec4e5\"><a aria-expanded=\"false\" aria-controls=\"d84e52b8237cec4e5\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-989-1\" data-target=\"#d84e52b8237cec4e5\" href=\"#d84e52b8237cec4e5\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Mission: Business model or mandate<\/span><\/a><\/h4><\/div><div id=\"d84e52b8237cec4e5\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_d84e52b8237cec4e5\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>The mission of a company or organization is expressed primarily in the business model or the social mandate. Consequently, products and services are also part of the mission, as are (internal) mission statements and the corporate culture.<\/p>\n<p>In other words, the mission encompasses everything an organization does to get from the current state (see: market) to the target state (see: vision).<\/p>\n<p>Of course, for strategic communication, it is important to be able to explain exactly what the company or NGO does \u2013 and how it is done. From a pragmatic point of view, it is usually the case that (potential) customers have the greatest need for information about the mission.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-38b97c0a9b474cbd1 fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_38b97c0a9b474cbd1\"><a aria-expanded=\"false\" aria-controls=\"38b97c0a9b474cbd1\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-989-1\" data-target=\"#38b97c0a9b474cbd1\" href=\"#38b97c0a9b474cbd1\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Market: Needs and inequities<\/span><\/a><\/h4><\/div><div id=\"38b97c0a9b474cbd1\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_38b97c0a9b474cbd1\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>The market analysis in the context of the organizational strategy reveals which needs or social inequities the company or NGO wants to address. In other words, it is about a specific challenge people want to overcome or an already identified demand for a solution, product, or service.<\/p>\n<p>The market is important for strategic communication because it clarifies who the company or organization is targeting. Specific target groups can then be derived from this when developing the communication strategy. Therefore, a good link to the company&#8217;s market makes it possible to target communication measures more precisely.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-9 fusion-text-no-margin\" style=\"--awb-content-alignment:left;--awb-margin-top:25px;--awb-margin-bottom:10px;\"><h3>Communication strategy<\/h3>\n<\/div><div class=\"accordian fusion-accordian\" style=\"--awb-border-size:1px;--awb-icon-size:16px;--awb-content-font-size:20px;--awb-icon-alignment:left;--awb-hover-color:var(--awb-color2);--awb-border-color:var(--awb-color3);--awb-background-color:var(--awb-color1);--awb-divider-color:var(--awb-color3);--awb-divider-hover-color:var(--awb-color3);--awb-icon-color:var(--awb-color2);--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);--awb-icon-box-color:var(--awb-color8);--awb-toggle-hover-accent-color:var(--awb-color2);--awb-title-font-family:&quot;Montserrat&quot;;--awb-title-font-weight:300;--awb-title-font-style:normal;--awb-title-font-size:24px;--awb-content-font-family:&quot;Montserrat&quot;;--awb-content-font-style:normal;--awb-content-font-weight:300;\"><div class=\"panel-group fusion-toggle-icon-unboxed\" id=\"accordion-989-2\"><div class=\"fusion-panel panel-default panel-9ae7fa983ee87f19c fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_9ae7fa983ee87f19c\"><a aria-expanded=\"false\" aria-controls=\"9ae7fa983ee87f19c\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-989-2\" data-target=\"#9ae7fa983ee87f19c\" href=\"#9ae7fa983ee87f19c\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Sender: Who communicates?<\/span><\/a><\/h4><\/div><div id=\"9ae7fa983ee87f19c\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_9ae7fa983ee87f19c\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>In the context of communication strategy, the sender is all about who communicates. This can vary for different target groups or in various circumstances.<\/p>\n<p>For example, internal communication may require the management to act personally as the sender. At the same time, the PR or press department and customer service department may communicate externally.<\/p>\n<p>However, being a sender also involves creating a consistent, authentic, and identifiable brand. Many aspects of this can already be found in the organizational strategy and only need to be transformed into a communicable construct.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-278cabb6d2b40344b fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_278cabb6d2b40344b\"><a aria-expanded=\"false\" aria-controls=\"278cabb6d2b40344b\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-989-2\" data-target=\"#278cabb6d2b40344b\" href=\"#278cabb6d2b40344b\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Purpose: Why communicate at all?<\/span><\/a><\/h4><\/div><div id=\"278cabb6d2b40344b\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_278cabb6d2b40344b\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>The question of the purpose of communication seems easy to answer. But it is actually the core question of a communication strategy and should not be treated too superficially. Because just as a company does not only exist to generate sales (see: Vision), it also does not usually only communicate so that more people learn about the company.<\/p>\n<p>The purposes of communication are usually very diverse and interrelated. They also require different storytelling on a strategic level and in diverse formats at a tactical level.<\/p>\n<p>In the Communication Canvas, purpose forms the direct translation of corporate goals into communication goals. Conversely, achieving a purpose should directly contribute to the organization coming one step closer to its vision.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-495750b99ef14bd61 fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_495750b99ef14bd61\"><a aria-expanded=\"false\" aria-controls=\"495750b99ef14bd61\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-989-2\" data-target=\"#495750b99ef14bd61\" href=\"#495750b99ef14bd61\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Storytelling: What is said and how?<\/span><\/a><\/h4><\/div><div id=\"495750b99ef14bd61\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_495750b99ef14bd61\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>In a communication strategy, storytelling forms the bridge between the sender and the target groups. This central success factor is about developing the leitmotif or the type of staging.<\/p>\n<p>In storytelling, the specific topics and formats (in terms of blog articles vs. press releases, etc.) should not yet be determined. This task belongs to the area of communication tactics (see: selection and production).<\/p>\n<p>Rather, the point is to record in the abstract what will later be expressed concretely by employing different topics and formats.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-279b68a82405a8e46 fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_279b68a82405a8e46\"><a aria-expanded=\"false\" aria-controls=\"279b68a82405a8e46\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-989-2\" data-target=\"#279b68a82405a8e46\" href=\"#279b68a82405a8e46\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Target groups: Who is addressed?<\/span><\/a><\/h4><\/div><div id=\"279b68a82405a8e46\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_279b68a82405a8e46\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>Who do you want to reach (target groups)? And who are you already reaching (reference groups)? These are the two core questions in this success factor of the communication strategy.<\/p>\n<p>There are two basic approaches to defining target groups. The old method looks at a person&#8217;s characteristics, especially socioeconomic ones such as age, gender, marital status, occupation, income, place of residence, etc. On the other hand, more modern methods look at specific preferences and people\u2019s behaviors. For this purpose, so-called personas are formed, i.e., archetypal images of people who correspond 100% to the target group.<\/p>\n<p>In contrast, validatable knowledge can be acquired about reference groups (e.g., newsletter recipients or customers) through interaction. Therefore, they can provide much higher-quality feedback for strategic communication and even organizational strategy.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-e104b7e24d4c3c8fb fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_e104b7e24d4c3c8fb\"><a aria-expanded=\"false\" aria-controls=\"e104b7e24d4c3c8fb\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-989-2\" data-target=\"#e104b7e24d4c3c8fb\" href=\"#e104b7e24d4c3c8fb\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Relevance: What is the added value for target groups?<\/span><\/a><\/h4><\/div><div id=\"e104b7e24d4c3c8fb\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_e104b7e24d4c3c8fb\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>Why should someone invest their precious time in receiving a communication measure? Your communication will only differ from simple advertising if you can answer this question convincingly. After all, strategic communication claims to create added value for the recipient, even before a product or service from the sender is used.<\/p>\n<p>Considering the relevance in detail as part of the communication strategy is valuable. After all, the experience that target and reference groups have with a company&#8217;s communications most directly shapes their perception of the organization.<\/p>\n<p>In addition, it is always important to check whether the relevance of the communication for the recipient also fits the communication\u2019s purpose (determined by the sender).<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-10 fusion-text-no-margin\" style=\"--awb-content-alignment:left;--awb-margin-top:25px;--awb-margin-bottom:10px;\"><h3>Communication tactics<\/h3>\n<\/div><div class=\"accordian fusion-accordian\" style=\"--awb-border-size:1px;--awb-icon-size:16px;--awb-content-font-size:20px;--awb-icon-alignment:left;--awb-hover-color:var(--awb-color2);--awb-border-color:var(--awb-color3);--awb-background-color:var(--awb-color1);--awb-divider-color:var(--awb-color3);--awb-divider-hover-color:var(--awb-color3);--awb-icon-color:var(--awb-color2);--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);--awb-icon-box-color:var(--awb-color8);--awb-toggle-hover-accent-color:var(--awb-color2);--awb-title-font-family:&quot;Montserrat&quot;;--awb-title-font-weight:300;--awb-title-font-style:normal;--awb-title-font-size:24px;--awb-content-font-family:&quot;Montserrat&quot;;--awb-content-font-style:normal;--awb-content-font-weight:300;\"><div class=\"panel-group fusion-toggle-icon-unboxed\" id=\"accordion-989-3\"><div class=\"fusion-panel panel-default panel-804f62395817a4c7c fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_804f62395817a4c7c\"><a aria-expanded=\"false\" aria-controls=\"804f62395817a4c7c\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-989-3\" data-target=\"#804f62395817a4c7c\" href=\"#804f62395817a4c7c\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Selection: Topic identification and order<\/span><\/a><\/h4><\/div><div id=\"804f62395817a4c7c\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_804f62395817a4c7c\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>The success factor of topic selection can be roughly divided into the areas of agenda setting and agenda surfing. So, on the one hand, you can make a subject a topic, i.e., you have to create the attention for it yourself. On the other hand, you can focus on current topics (e.g., seasons and major events).<\/p>\n<p>Agenda setting and agenda surfing both have advantages and disadvantages. For example, the former helps to make the sender more recognizable but also involves a larger attention threshold. With the latter, attention is easier to achieve. However, there is a higher risk of being lost in the noise of similar communication from other senders.<\/p>\n<p>In essence, it is a matter of finding topics for communication that fit the purpose of the communication strategy. If you bend too much, you will lose credibility. On the other hand, if you always communicate the same thing, you are boring and will be punished with disinterest.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-475d8c9ed8514fe2b fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_475d8c9ed8514fe2b\"><a aria-expanded=\"false\" aria-controls=\"475d8c9ed8514fe2b\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-989-3\" data-target=\"#475d8c9ed8514fe2b\" href=\"#475d8c9ed8514fe2b\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Production: Formats and editorial plan <\/span><\/a><\/h4><\/div><div id=\"475d8c9ed8514fe2b\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_475d8c9ed8514fe2b\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>Once communication topics have been selected, suitable formats must be determined, an editorial plan with timelines and responsibilities drawn up, and finally, the content must be produced.<\/p>\n<p>The great art of production is to devote only as much effort as necessary to managing or organizing the content. The focus should be on the actual production. Smaller organizations with only one or a few content producers can reduce the organizational effort to a minimum. However, the larger the organization and the more content producers involved, the more important it becomes to plan production workflows and coordinate responsibilities.<\/p>\n<p>In terms of content, many indications for content production can already be found in the communication strategy, especially in the success factor storytelling. These need to be developed into suitable communication formats.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-cf8112b4647f4cb99 fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_cf8112b4647f4cb99\"><a aria-expanded=\"false\" aria-controls=\"cf8112b4647f4cb99\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-989-3\" data-target=\"#cf8112b4647f4cb99\" href=\"#cf8112b4647f4cb99\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Distribution: Channels and interactions <\/span><\/a><\/h4><\/div><div id=\"cf8112b4647f4cb99\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_cf8112b4647f4cb99\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>How communication measures are distributed depends heavily on their format (see: Production). In terms of distribution, the classic division into owned media (e.g., the company&#8217;s own website or social media profile), paid media (advertising), and earned media (reporting in third-party media) can be used.<\/p>\n<p>Which channels are used to interest which target groups in which topic varies greatly. In addition, a wide variety of combinations are possible when content is used multiple times in different formats or when the same content is distributed multiple times via different channels.<\/p>\n<p>Especially in the area of earned media, interaction with multipliers (e.g., journalists and bloggers) continues to be crucial. Who lends themselves to this and what a trust-building approach to multipliers looks like is, in turn, highly dependent on the location, the industry, and the organization&#8217;s target groups.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-ed9b1ffe6d886de76 fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_ed9b1ffe6d886de76\"><a aria-expanded=\"false\" aria-controls=\"ed9b1ffe6d886de76\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-989-3\" data-target=\"#ed9b1ffe6d886de76\" href=\"#ed9b1ffe6d886de76\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Monitoring: Indicators for measuring success<\/span><\/a><\/h4><\/div><div id=\"ed9b1ffe6d886de76\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_ed9b1ffe6d886de76\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>Measuring the success or effects of communication is not always easy. But it is impossible to work strategically without defining indicators for measuring success. There has to be some feedback on how well the communication measures implemented contribute to achieving the communication\u2019s strategic purposes and the organization\u2019s strategic goals. The Communication Canvas thus completes a full circle between the success factors of monitoring and vision.<\/p>\n<p>Suitable indicators for measuring success primarily depend on the size of the company and the frequency of interactions with target and reference groups. Brand awareness or corporate image, for example, can only be measured at great expense and only makes sense for larger organizations. However, search engine rankings, website visitors, inquiries received, newsletter openings, or press releases published are factors that anyone can measure.<\/p>\n<p>What remains important is that it is not simply about &#8220;more of everything&#8221; (what good are 1,000 website visitors who are not interested in the actual product?) but about successes that ultimately help to achieve the company&#8217;s vision.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-3 fusion-button-default-span fusion-button-default-type\" style=\"--button-border-radius-top-left:0;--button-border-radius-top-right:0;--button-border-radius-bottom-right:0;--button-border-radius-bottom-left:0;--button_margin-top:25px;\" target=\"_self\" href=\"#download\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Go to the download<\/span><\/a><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-6 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1352px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-15 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-section-separator section-separator slant fusion-section-separator-2\" style=\"--awb-spacer-height:99px;--awb-svg-margin-left:1.92%;--awb-svg-margin-right:1.92%;--awb-svg-margin-left-medium:1.92%;--awb-svg-margin-right-medium:1.92%;--awb-svg-margin-left-small:1.92%;--awb-svg-margin-right-small:1.92%;--awb-divider-height:99px;--awb-spacer-padding-top:inherit;--awb-sep-padding:0;--awb-svg-padding:0;\"><div class=\"fusion-section-separator-svg\"><svg class=\"fusion-slant-candy\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" version=\"1.1\" width=\"100%\" height=\"100\" viewBox=\"0 0 100 100\" preserveAspectRatio=\"none\" fill=\"rgba(242,243,245,1)\"><path d=\"M0 100 L0 0 L100 0 Z\"><\/path><\/svg><\/div><div class=\"fusion-section-separator-spacer\"><div class=\"fusion-section-separator-spacer-height\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-7 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1352px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-16 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-11\" style=\"--awb-content-alignment:center;\"><h2>Everything you need to know about the Communication Canvas<\/h2>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-17 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element \" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-7 hover-type-none\"><img decoding=\"async\" width=\"1920\" height=\"1386\" alt=\"Mitarbeiter diskutieren anhand des Communication Canvas \u00fcber die strategische Kommunikation in ihrem Unternehmen\" src=\"https:\/\/fxschmidt.com\/wp-content\/uploads\/strategicum-team-diskussion-3.svg\" class=\"img-responsive wp-image-837\"\/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-18 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><style type=\"text\/css\">.fusion-faqs-wrapper #accordian-1 .fusion-panel { border-color:var(--awb-color3); }.fusion-faqs-wrapper #accordian-1 .fusion-panel:hover{ border-color: var(--awb-color3); }.fusion-accordian #accordian-1 .panel-title a .fa-fusion-box:before{ font-size: 16px;width: 16px;}.fusion-accordian #accordian-1 .panel-title a .fa-fusion-box{ color: var(--awb-color8);}.fusion-accordian  #accordian-1 .panel-title a{font-family:\"Montserrat\";font-style:normal;font-weight:400;}.fusion-accordian  #accordian-1 .panel-title a:not(:hover){}.fusion-accordian  #accordian-1 .toggle-content{font-family:\"Montserrat\";font-style:normal;font-weight:300;}.fusion-accordian #accordian-1 .panel-title a:hover,.fusion-accordian #accordian-1 .panel-title a.hover { color: var(--awb-color4);}.fusion-faq-shortcode .fusion-accordian #accordian-1 .fusion-toggle-boxed-mode:hover .panel-title a { color: var(--awb-color4);}.fusion-accordian #accordian-1.fusion-toggle-icon-unboxed .panel-title a:hover .fa-fusion-box,.fusion-accordian #accordian-1.fusion-toggle-icon-unboxed .panel-title a.hover .fa-fusion-box { color: var(--awb-color4); }<\/style><div class=\"fusion-faq-shortcode\" style=\"\"><div class=\"fusion-faqs-wrapper\"><div class=\"accordian fusion-accordian\"><div class=\"panel-group  fusion-toggle-icon-unboxed\" id=\"accordian-1\"><div class=\"fusion-panel panel-default fusion-faq-post fusion-faq-post-970 communication-canvas-en \"><span class=\"entry-title rich-snippet-hidden\">What is the Communication Canvas?<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/fxschmidt.com\/en\/guides\/author\/felixschmidt\/\" title=\"Posts by Felix Schmidt\" rel=\"author\">Felix Schmidt<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-03-16T15:03:42+01:00<\/span><div class=\"panel-heading\"><h4 id=\"faq_1-970\" class=\"panel-title toggle\"><a data-toggle=\"collapse\" class=\"collapsed\" data-parent=\"#accordian-1\" data-target=\"#collapse-1-970\" href=\"#collapse-1-970\" aria-expanded=\"false\"><div class=\"fusion-toggle-icon-wrapper\"><div class=\"fusion-toggle-icon-wrapper-main\"><div class=\"fusion-toggle-icon-wrapper-sub\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/div><\/div><\/div><div class=\"fusion-toggle-heading\">What is the Communication Canvas?<\/div><\/a><\/h4><\/div><div id=\"collapse-1-970\" aria-labelledby=\"faq_1-970\" class=\"panel-collapse collapse\"><div class=\"panel-body toggle-content post-content\"><p>The Communication Canvas is a tool that allows you to develop strategic communication for your organization on one sheet.<\/p>\n<p>You can use the Communication Canvas to work on a wide variety of topics in corporate communications. For example, the Canvas is suitable for developing a complete communication strategy depending on the company&#8217;s organizational strategy. The practical implementation of the strategy can also be planned and controlled with the Canvas.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default fusion-faq-post fusion-faq-post-973 communication-canvas-en \"><span class=\"entry-title rich-snippet-hidden\">What can I use the Communication Canvas for?<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/fxschmidt.com\/en\/guides\/author\/felixschmidt\/\" title=\"Posts by Felix Schmidt\" rel=\"author\">Felix Schmidt<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-03-16T15:04:04+01:00<\/span><div class=\"panel-heading\"><h4 id=\"faq_1-973\" class=\"panel-title toggle\"><a data-toggle=\"collapse\" class=\"collapsed\" data-parent=\"#accordian-1\" data-target=\"#collapse-1-973\" href=\"#collapse-1-973\" aria-expanded=\"false\"><div class=\"fusion-toggle-icon-wrapper\"><div class=\"fusion-toggle-icon-wrapper-main\"><div class=\"fusion-toggle-icon-wrapper-sub\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/div><\/div><\/div><div class=\"fusion-toggle-heading\">What can I use the Communication Canvas for?<\/div><\/a><\/h4><\/div><div id=\"collapse-1-973\" aria-labelledby=\"faq_1-973\" class=\"panel-collapse collapse\"><div class=\"panel-body toggle-content post-content\"><p>Typical use cases for the Communication Canvas include:<\/p>\n<ul>\n<li>Communication strategy or strategic communication manual<\/li>\n<li>A concept for internal communication or employee communication<\/li>\n<li>Content management for website or online magazine<\/li>\n<li>A social media concept<\/li>\n<li>Employer branding and HR communication<\/li>\n<\/ul>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default fusion-faq-post fusion-faq-post-977 communication-canvas-en \"><span class=\"entry-title rich-snippet-hidden\">For whom is the Communication Canvas suitable?<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/fxschmidt.com\/en\/guides\/author\/felixschmidt\/\" title=\"Posts by Felix Schmidt\" rel=\"author\">Felix Schmidt<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-03-16T15:04:41+01:00<\/span><div class=\"panel-heading\"><h4 id=\"faq_1-977\" class=\"panel-title toggle\"><a data-toggle=\"collapse\" class=\"collapsed\" data-parent=\"#accordian-1\" data-target=\"#collapse-1-977\" href=\"#collapse-1-977\" aria-expanded=\"false\"><div class=\"fusion-toggle-icon-wrapper\"><div class=\"fusion-toggle-icon-wrapper-main\"><div class=\"fusion-toggle-icon-wrapper-sub\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/div><\/div><\/div><div class=\"fusion-toggle-heading\">For whom is the Communication Canvas suitable?<\/div><\/a><\/h4><\/div><div id=\"collapse-1-977\" aria-labelledby=\"faq_1-977\" class=\"panel-collapse collapse\"><div class=\"panel-body toggle-content post-content\"><p>The Communication Canvas is explicitly structured in such a way that the size or industry of a company or organization is irrelevant. In this respect, the strategy tool can be used by freelancers, startups, companies, or corporations. Budget and personnel resources are not important.<\/p>\n<p>However, the larger or longer an organization has existed, the more complex the processes of strategic communication that need to be mapped. Therefore, more tools will be necessary within the Communication Canvas, for example, to determine target groups, etc.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default fusion-faq-post fusion-faq-post-981 communication-canvas-en \"><span class=\"entry-title rich-snippet-hidden\">Why does the Communication Canvas have three levels?<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/fxschmidt.com\/en\/guides\/author\/felixschmidt\/\" title=\"Posts by Felix Schmidt\" rel=\"author\">Felix Schmidt<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-03-16T15:06:32+01:00<\/span><div class=\"panel-heading\"><h4 id=\"faq_1-981\" class=\"panel-title toggle\"><a data-toggle=\"collapse\" class=\"collapsed\" data-parent=\"#accordian-1\" data-target=\"#collapse-1-981\" href=\"#collapse-1-981\" aria-expanded=\"false\"><div class=\"fusion-toggle-icon-wrapper\"><div class=\"fusion-toggle-icon-wrapper-main\"><div class=\"fusion-toggle-icon-wrapper-sub\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/div><\/div><\/div><div class=\"fusion-toggle-heading\">Why does the Communication Canvas have three levels?<\/div><\/a><\/h4><\/div><div id=\"collapse-1-981\" aria-labelledby=\"faq_1-981\" class=\"panel-collapse collapse\"><div class=\"panel-body toggle-content post-content\"><p>In the Communication Canvas, there are the levels of organizational strategy, communication strategy, and communication tactics.<\/p>\n<p>In the case of organizational strategy, the most important thing is to develop an understanding of &#8220;how the business works.&#8221; It is only with this knowledge that you can explain, on the one hand, the company\u2019s unique selling points and, on the other hand, align the purposes of communication with the organizational goals.<\/p>\n<p>The communication strategy is the heart and answers all the \u201cwhy\u201d questions. Read more in the guide on the five topics of a good communication strategy.<\/p>\n<p>Finally, the communication tactics define how the strategy is to be implemented on a day-to-day basis (by departments or external parties).<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default fusion-faq-post fusion-faq-post-975 communication-canvas-en \"><span class=\"entry-title rich-snippet-hidden\">Is or does the Communication Canvas require software?<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/fxschmidt.com\/en\/guides\/author\/felixschmidt\/\" title=\"Posts by Felix Schmidt\" rel=\"author\">Felix Schmidt<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-03-16T15:04:22+01:00<\/span><div class=\"panel-heading\"><h4 id=\"faq_1-975\" class=\"panel-title toggle\"><a data-toggle=\"collapse\" class=\"collapsed\" data-parent=\"#accordian-1\" data-target=\"#collapse-1-975\" href=\"#collapse-1-975\" aria-expanded=\"false\"><div class=\"fusion-toggle-icon-wrapper\"><div class=\"fusion-toggle-icon-wrapper-main\"><div class=\"fusion-toggle-icon-wrapper-sub\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/div><\/div><\/div><div class=\"fusion-toggle-heading\">Is or does the Communication Canvas require software?<\/div><\/a><\/h4><\/div><div id=\"collapse-1-975\" aria-labelledby=\"faq_1-975\" class=\"panel-collapse collapse\"><div class=\"panel-body toggle-content post-content\"><p>I have deliberately chosen not to implement the Communication Canvas as software. Instead, you can fill out the PDF digitally &#8211; or quite analogously as a printout in the team (e.g., as a workshop). After all, hardly any communication department or agency starts &#8220;from scratch.&#8221; Instead, many processes and tools are already established.<\/p>\n<p>The big advantage of the Communication Canvas is that you can continue to use and integrate any of these existing methods and tools.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default fusion-faq-post fusion-faq-post-979 communication-canvas-en \"><span class=\"entry-title rich-snippet-hidden\">Is the Communication Canvas really free of charge?<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/fxschmidt.com\/en\/guides\/author\/felixschmidt\/\" title=\"Posts by Felix Schmidt\" rel=\"author\">Felix Schmidt<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-03-16T15:05:02+01:00<\/span><div class=\"panel-heading\"><h4 id=\"faq_1-979\" class=\"panel-title toggle\"><a data-toggle=\"collapse\" class=\"collapsed\" data-parent=\"#accordian-1\" data-target=\"#collapse-1-979\" href=\"#collapse-1-979\" aria-expanded=\"false\"><div class=\"fusion-toggle-icon-wrapper\"><div class=\"fusion-toggle-icon-wrapper-main\"><div class=\"fusion-toggle-icon-wrapper-sub\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/div><\/div><\/div><div class=\"fusion-toggle-heading\">Is the Communication Canvas really free of charge?<\/div><\/a><\/h4><\/div><div id=\"collapse-1-979\" aria-labelledby=\"faq_1-979\" class=\"panel-collapse collapse\"><div class=\"panel-body toggle-content post-content\"><p>The central concern of Strat\u0113gicum is to make the company communication more strategic &#8211; and thus more targeted, transparent, and effective (so that advertising becomes superfluous). The Communication Canvas is an optimal tool for this.<\/p>\n<p>Therefore, the strategy tool is available free of charge as a PDF in Din A4 to everyone (download at the bottom of the page).<\/p>\n<p>There is even more for those who subscribe to the Strat\u0113gicum newsletter because they will receive the Communication Canvas in Din A0 so that they can print it out very large for teamwork. Unsubscribing from the newsletter is, of course, possible at any time.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-19 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-4 fusion-button-default-span fusion-button-default-type\" style=\"--button-border-radius-top-left:0;--button-border-radius-top-right:0;--button-border-radius-bottom-right:0;--button-border-radius-bottom-left:0;--button_margin-top:25px;\" target=\"_self\" href=\"#download\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">To the Download<\/span><\/a><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-8 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1352px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-20 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-section-separator section-separator slant fusion-section-separator-3\" style=\"--awb-spacer-height:99px;--awb-svg-margin-left:1.92%;--awb-svg-margin-right:1.92%;--awb-svg-margin-left-medium:1.92%;--awb-svg-margin-right-medium:1.92%;--awb-svg-margin-left-small:1.92%;--awb-svg-margin-right-small:1.92%;--awb-divider-height:99px;--awb-spacer-padding-top:inherit;--awb-sep-padding:0;--awb-svg-padding:0;--awb-svg-tag-margin-bottom:-3px;--awb-sep-svg-display:block;\"><div class=\"fusion-section-separator-svg\"><svg class=\"fusion-slant-candy\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" version=\"1.1\" width=\"100%\" height=\"100\" viewBox=\"0 0 100 100\" preserveAspectRatio=\"none\" fill=\"rgba(242,243,245,1)\"><path d=\"M100 0 L0 100 L101 100 Z\"><\/path><\/svg><\/div><div class=\"fusion-section-separator-spacer\"><div class=\"fusion-section-separator-spacer-height\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-9 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color3);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1352px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-21 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-12\" style=\"--awb-content-alignment:center;\"><h2>The Communication Canvas in practice<\/h2>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-22 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:5.76%;--awb-spacing-left-medium:5.76%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-counters-circle counters-circle\" data-animationOffset=\"top-into-view\"><div class=\"counter-circle-wrapper\" style=\"--awb-font-size:22.727272727273px;--awb-size:100px;\" data-originalsize=\"100\"><div class=\"fusion-counter-circle counter-circle counter-circle-content\" data-percent=\"17\" data-countdown=\"\" data-filledcolor=\"rgba(204,204,204,1)\" data-unfilledcolor=\"rgba(242,243,245,1)\" data-scale=\"\" data-size=\"100\" data-speed=\"1500\" data-strokesize=\"5\"><div class=\"fusion-counter-circle-content-inner\">1<\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-13\" style=\"--awb-content-alignment:center;\"><p>The Communication Canvas provides the framework for your strategy development. It is best to print it out very large and work with sticky notes to collect and structure your ideas.<\/p>\n<\/div><div class=\"fusion-separator fusion-no-small-visibility fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-23 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:5.76%;--awb-spacing-left-medium:5.76%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-counters-circle counters-circle\" data-animationOffset=\"top-into-view\"><div class=\"counter-circle-wrapper\" style=\"--awb-font-size:22.727272727273px;--awb-size:100px;\" data-originalsize=\"100\"><div class=\"fusion-counter-circle counter-circle counter-circle-content\" data-percent=\"33\" data-countdown=\"\" data-filledcolor=\"rgba(204,204,204,1)\" data-unfilledcolor=\"rgba(242,243,245,1)\" data-scale=\"\" data-size=\"100\" data-speed=\"1500\" data-strokesize=\"5\"><div class=\"fusion-counter-circle-content-inner\">2<\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-14\" style=\"--awb-content-alignment:center;\"><p>The Canvas\u2019s three levels build on each other. Ideally, start with the organizational strategy, then work out the communication strategy, and finally derive the aspects of the communication tactics from this.<\/p>\n<\/div><div class=\"fusion-separator fusion-no-small-visibility fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-24 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:5.76%;--awb-spacing-left-medium:5.76%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-counters-circle counters-circle\" data-animationOffset=\"top-into-view\"><div class=\"counter-circle-wrapper\" style=\"--awb-font-size:22.727272727273px;--awb-size:100px;\" data-originalsize=\"100\"><div class=\"fusion-counter-circle counter-circle counter-circle-content\" data-percent=\"50\" data-countdown=\"\" data-filledcolor=\"rgba(204,204,204,1)\" data-unfilledcolor=\"rgba(242,243,245,1)\" data-scale=\"\" data-size=\"100\" data-speed=\"1500\" data-strokesize=\"5\"><div class=\"fusion-counter-circle-content-inner\">3<\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-15\" style=\"--awb-content-alignment:center;\"><p>Answer the questions for each of the twelve success factors of strategic communication. Use different colored slips of paper or pens to mark different areas within a success factor.<\/p>\n<\/div><div class=\"fusion-separator fusion-no-small-visibility fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-25 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:5.76%;--awb-spacing-left-medium:5.76%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-counters-circle counters-circle\" data-animationOffset=\"top-into-view\"><div class=\"counter-circle-wrapper\" style=\"--awb-font-size:22.727272727273px;--awb-size:100px;\" data-originalsize=\"100\"><div class=\"fusion-counter-circle counter-circle counter-circle-content\" data-percent=\"67\" data-countdown=\"\" data-filledcolor=\"rgba(204,204,204,1)\" data-unfilledcolor=\"rgba(242,243,245,1)\" data-scale=\"\" data-size=\"100\" data-speed=\"1500\" data-strokesize=\"5\"><div class=\"fusion-counter-circle-content-inner\">4<\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-16\" style=\"--awb-content-alignment:center;\"><p>To address the respective issues of a success factor, you should apply or integrate additional strategy tools and methods. The Communication Canvas provides you with a meaningful hierarchy or order for this.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-26 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:5.76%;--awb-spacing-left-medium:5.76%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-counters-circle counters-circle\" data-animationOffset=\"top-into-view\"><div class=\"counter-circle-wrapper\" style=\"--awb-font-size:22.727272727273px;--awb-size:100px;\" data-originalsize=\"100\"><div class=\"fusion-counter-circle counter-circle counter-circle-content\" data-percent=\"83\" data-countdown=\"\" data-filledcolor=\"rgba(204,204,204,1)\" data-unfilledcolor=\"rgba(242,243,245,1)\" data-scale=\"\" data-size=\"100\" data-speed=\"1500\" data-strokesize=\"5\"><div class=\"fusion-counter-circle-content-inner\">5<\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-17\" style=\"--awb-content-alignment:center;\"><p>Then check coherence and stringency. Have you considered all the interdependencies? Can the practical implementation of communication be justified by the strategic goals of the organization?<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-27 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:5.76%;--awb-spacing-left-medium:5.76%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-counters-circle counters-circle\" data-animationOffset=\"top-into-view\"><div class=\"counter-circle-wrapper\" style=\"--awb-font-size:22.727272727273px;--awb-size:100px;\" data-originalsize=\"100\"><div class=\"fusion-counter-circle counter-circle counter-circle-content\" data-percent=\"100\" data-countdown=\"\" data-filledcolor=\"rgba(204,204,204,1)\" data-unfilledcolor=\"rgba(242,243,245,1)\" data-scale=\"\" data-size=\"100\" data-speed=\"1500\" data-strokesize=\"5\"><div class=\"fusion-counter-circle-content-inner\">6<\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-18\" style=\"--awb-content-alignment:center;\"><p>If necessary, put your work into writing in the form of a manual for your corporate communications. In addition, or alternatively, you can derive guides for individual areas such as the press department or your agency.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-10 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1352px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-28 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-section-separator section-separator slant fusion-section-separator-4\" style=\"--awb-spacer-height:99px;--awb-svg-margin-left:1.92%;--awb-svg-margin-right:1.92%;--awb-svg-margin-left-medium:1.92%;--awb-svg-margin-right-medium:1.92%;--awb-svg-margin-left-small:1.92%;--awb-svg-margin-right-small:1.92%;--awb-divider-height:99px;--awb-spacer-padding-top:inherit;--awb-sep-padding:0;--awb-svg-padding:0;\"><div class=\"fusion-section-separator-svg\"><svg class=\"fusion-slant-candy\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" version=\"1.1\" width=\"100%\" height=\"100\" viewBox=\"0 0 100 100\" preserveAspectRatio=\"none\" fill=\"rgba(242,243,245,1)\"><path d=\"M0 100 L0 0 L100 0 Z\"><\/path><\/svg><\/div><div class=\"fusion-section-separator-spacer\"><div class=\"fusion-section-separator-spacer-height\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div id=\"download\" class=\"fusion-container-anchor\"><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-11 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1352px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-29 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-padding-top:25px;--awb-padding-right:25px;--awb-padding-bottom:25px;--awb-padding-left:25px;--awb-bg-size:cover;--awb-width-large:50%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-19\"><h2>Download Communication Canvas free of charge<\/h2>\n<p>You can download the Communication Canvas here free of charge as a PDF in Din A4.<\/p>\n<\/div><div ><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-5 fusion-button-default-span fusion-button-default-type\" style=\"--button-border-radius-top-left:0;--button-border-radius-top-right:0;--button-border-radius-bottom-right:0;--button-border-radius-bottom-left:0;--button_margin-top:25px;--button_margin-bottom:25px;\" target=\"_self\" href=\"\/download\/communication-canvas-en-din-a4\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Download now!<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"100-width.php","meta":{"footnotes":""},"class_list":["post-874","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ 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