The essential communication tools to use

What is a communication tool?

A communication tool is a means of transmitting information to a targeted audience, with the aim of sharing a message, an idea or an instruction.

In a professional context, these tools facilitate collaboration, improve productivity and enhance corporate visibility.

There are several categories of communication tools. Applications are classified according to their usefulness: internal communication, external communication, and according to their functionalities: audio, video, written, etc.

Who is affected by the use of communication tools?

The use of communication tools concerns the general public, in both the private and professional spheres.

Individuals use them to communicate with friends and family via networks, messaging applications or video calls.

Internal communication tools

Effective internal communication is essential within a company to ensure good, easy-to-implement coordination between teams. Simultaneous working and fluid transmission of information optimise productivity. Various digital tools facilitate exchanges and collaboration between employees to optimise the internal communication strategy.

Team messaging platforms

Group messaging tools enable real-time exchanges via text messages (chats), video calls and dedicated channels.

The communication tools most commonly used by teams from different projects and departments are Microsoft Teams and Slack.

Intranets and collaborative spaces

Collaborative spaces centralise information, enabling knowledge to be shared and facilitating collaboration on common files.

The intranet tools most commonly used in companies are :

• SharePoint: for common document management, collaboration, cloud storage and workflow management.
• Notion: for sharing notes, managing databases and projects, sharing tables and team collaboration.
• Google Workspace: email management, shared file and document storage, video conferencing, collaborative document management and team work.

Task and project management tools

Digital tools and platforms such as Trello, Jira and Asana can be used to assign tasks to each team member, track the progress of projects and improve the organisation of teamwork.

Document sharing solutions

Google Drive, OneDrive and Dropbox make it easier to store, share and access files, regardless of where employees are located. These services make it possible to centralise documents, avoid duplication and ensure instant synchronisation of changes.
They also encourage smoother collaboration, whether for co-editing a document in real time, sharing large files with external partners, or keeping a version history to track changes in a project.

Internal newsletters and bulletins

Survey and feedback tools

Gathering feedback from employees is an important way of improving a company’s internal management. Modern companies use platforms such as Google Forms, Typeform and SurveyMonkey for this purpose.

HR management applications

HR management is an essential lever for a company’s development and activities. Today’s HR managers have access to communication tools that make HR tasks easier. The most widely used tools are Lucca and Factorial. These applications automate the management of leave, payslips and performance monitoring, contributing to better organisation of human resources.

External communication tools

External communication tools are necessary to enable the company to stay in touch with its partners, customers, and prospects. Communication with third parties is essential for the company’s development and the sustainability of its activities. There are various types of dedicated communication tools available to optimize these interactions and improve the company’s visibility.

Websites and blogs

In today’s digital age, online communication is essential for businesses in all sectors. Every company needs a professional website to showcase, promote, and/or sell its products and services. A professional website also enables effective communication with customers and partners. WordPress, Wix, and Shopify make it easy to create professional websites and blogs for sharing content, showcasing products, and optimizing search engine optimization.

Social media and advertising platforms

Social media is now an essential communication channel for businesses. Facebook, Instagram, and LinkedIn Ads allow you to reach a targeted audience, while Google Ads improves visibility through paid campaigns on the search engine.

Email marketing solutions

Mailchimp, Brevo, and ActiveCampaign offer powerful automation tools for managing email campaigns. They allow you to design personalized journeys based on user behavior (clicks, purchases, email opens) and automatically send targeted messages at the right time: follow-ups, promotional offers, welcome messages, satisfaction surveys, etc.

CRM for customer relations

Communication tools such as Salesforce, HubSpot, and Zoho CRM centralize customer interactions and improve prospect tracking. These applications also include features that optimize sales strategies.

Public relations and press tools

Public relations is one of the key areas of a company’s external communications. On the one hand, the communications manager must be able to easily disseminate information intended for the general public, while ensuring that it reaches as many people as possible. On the other hand, it is important to measure the impact of the communications campaign.

Cision, Meltwater, and PressKing enable you to manage the distribution of press releases and track media impact.

Chatbots and virtual assistants

The use of communication tools is essential to guarantee quality customer service. Modern companies use digital tools that automate customer service and improve the user experience through instant responses. Setting up a suggestion box is also an effective way to ensure quality customer service.

The most widely used communication tools for optimizing customer service are Drift, Intercom, and ChatGPT.

SMS marketing solutions

Platforms such as Twilio and SMSmode enable companies to send bulk SMS messages to multiple recipients, whether for marketing campaigns, instant notifications, or personalized reminders (delivery, appointments, security alerts, etc.). Thanks to their integration with CRM tools or websites, these services offer high responsiveness and very high read rates.

Webinars and online events

Modern businesses rely on tools such as Livestorm and GoToWebinar to organize interactive online conferences. These platforms allow them to present their products or services remotely, interact live with participants through polls or Q&A sessions, and capture the attention of a large audience, even if they are geographically dispersed.

Visual communication tools

Visual communication plays a key role in the impact of advertising and promotional campaigns. Attractive visuals help to capture attention, reinforce brand image and maximise audience engagement. To achieve this, a number of specialised tools offer advanced features tailored to the needs of businesses and content creators.

Graphic design software

Adobe Photoshop is the benchmark for photo retouching and the creation of professional visuals, thanks to its advanced features.

Canva, which is more accessible, is a user-friendly platform offering a wide range of customisable templates for creating infographics in just a few minutes. Its intuitive interface makes it easy to add icons, graphics and text. Users can then customise the visuals to suit their needs and objectives.

Figma is ideal for user interface (UI) design and simultaneous collaboration on web and mobile projects.

Video editing tools

Audiovisual spots are powerful tools for capturing the public’s attention and enhancing the impact of an advertising campaign. The combination of images, sound and narration enables messages to be conveyed in an effective and memorable way. Advertising communication professionals use the following software in particular:

• Adobe Premiere Pro: high-performance professional video editing software used to produce films, series and marketing videos (commercials, promotional videos, etc.).
• CapCut: a simple and effective mobile application for editing videos quickly. This tool is ideal for content creators on online networks.
• DaVinci Resolve: this tool combines editing, colour correction and visual effects in a single platform. It is highly prized by video experts in the film industry.

Animation and motion design solutions

By combining graphics, movement and narration, animation and motion design capture attention and convey a message in a powerful way.

• After Effects is a benchmark tool for graphic animation and visual effects. This software can be used to create dynamic, engaging videos.
• Vyond, for its part, lets you create professional animated videos without requiring in-depth technical skills. This software is particularly useful for training or internal communications.
• LottieFiles offers lightweight animations in JSON. This content is particularly suitable for mobile applications and websites. LottieFiles software is compatible with development tools.

Platforms for creating infographics

Computer graphics make it easier to convey complex information in visual form. They are particularly useful for external communications and educational presentations. Platforms such as Canva, Piktochart and Venngage allow you to quickly create clear, high-impact visuals. These visual communication tools are accessible, often collaborative, and suitable for professional or educational use.

Presentation tools

Presentation tools can be used to organise ideas in a structured and visual way, particularly during meetings, training courses or project presentations. As well as the classic PowerPoint, alternatives such as Google Slides, Prezi or Keynote offer interactive and dynamic formats. They are essential communication tools for supporting a speech and reinforcing the impact of messages.

Royalty-free image and video banks

Access to high-quality visual content is essential when creating communication materials. Platforms such as Unsplash, Pexels, Pixabay and Videvo offer royalty-free images and videos that can be used free of charge in professional projects. These resource banks are invaluable visual communication tools for illustrating a campaign, a website or a publication on social networks, while respecting copyright.

How do you choose the right communication tools?

The choice of communication tools depends above all on the objectives being pursued: internal, external, visual, digital or event communication. It is essential to take into account the nature of the message, the target audience, the distribution channels and the skills available in the team. A good tool is one that meets the needs of the project, while integrating easily into working habits. Regular monitoring also helps to identify technological developments and new solutions available.

How do you learn to use communication tools?

Learning to use communication tools is part of courses in graphic design, visual communication, digital marketing or audiovisual design. These courses enable students to familiarise themselves with the main professional software, while developing skills in strategy, creation and project management.

With 30 years’ experience in teaching in the applied arts, ESMA offers a digital communications course available on a sandwich course basis for students who want to become Graphic Designers or experts in the graphic design professions. The course is also suitable for communication professionals who want to master modern visual communication tools.

On completion of the course, students will be awarded a level 6 RNCP qualification (Bac+3/4). They can then enrol on a specialist programme to become a web designer, for example. This course is aimed exclusively at holders of a recognised certificate or diploma in graphic design or visual communications.