Here is a glossary of some key communications terminology:

Communications Policy

A communications policy sets the guiding principles, rules, and standards for communication within your chaplaincy, ensuring consistency and compliance.  In essence, it lays out how you communicate.

Communications Strategy

A communications strategy is a high-level plan that outlines the goals and objectives for communication efforts, and how those efforts will be used to achieve your broader strategic aims.

Audience

The group of people you want to reach with your message (e.g., community members, media, donors).
 

Brand

The identity of your organisation, including its values, tone, and public image.
 

Messaging

The core ideas and themes you want to consistently communicate to your audience.
 

Key Message

A short, clear statement that captures the most important point you want people to remember.
 

Stakeholder

Anyone with an interest in your work, such as staff, volunteers, supporters, and the community.

Crisis Communication

How an organisation shares information during emergencies or sensitive situations.
 

Press Release

An official written statement shared with the media to announce news.
 

Spokesperson

The person authorised to speak to the public or media on behalf of the organisation.
 

Media Relations

Building and managing relationships with journalists and media outlets.
 

Talking Points

Prepared notes or bullet points used to keep messaging consistent in interviews.
 

Confidentiality

Protecting private or sensitive information from being shared publicly.
 

Call to Action (CTA)

A prompt telling your audience what you want them to do next (e.g., “Sign up,” “Donate,” “Attend the event”).

Engagement

How people interact with your communication (likes, shares, comments, questions).
 

Channel

The medium used to deliver your message (e.g., website, social media, email).
 

Public Perception

How people view and feel about your organisation.