Communication tasks are becoming increasingly complex, with new disciplines and tools emerging. At the same time, the flood of communication in our media society is rising rapidly. The consequence is clear: those who do not communicate precisely and empathetically today will lose. Against this dynamic backdrop, the communication concept gains significance. "Effective Communication - with a Concept" is the first comprehensive manual on strategic communication planning available in the German book market. Spanning over 600 pages, it guides readers through all phases of communication conception and presents the methods, tools, and rules of contemporary conceptual work. It is aimed at anyone who develops, evaluates, or utilizes concepts within companies and organizations. The manual is also targeted at students seeking a solid foundation for their seminars and academic papers.