The mission of the Estonian Office of the Gender Equality and Equal Treatment Commissioner is clear – to stand for every person’s right to be treated equally and with dignity. Yet, doing so means keeping dozens of topics in focus at once, addressing vastly different audiences, while maintaining both independence and credibility.

To strengthen its visibility, trust, and crisis readiness, the Commissioner’s Office decided to develop a comprehensive communication framework — one that would help the institution speak with a single, coherent voice to audiences ranging from vulnerable individuals to employers, policymakers, and the media.

To carry out the project, the Office chose PR Strategies as its partner, with the work led by strategic consultants Helena Loorents and Tuuli Sokmann.

“For me, a communication strategy is much more than a SWOT analysis, a map of audiences and key messages, and a list of actions,” explains project lead Helena Loorents. “To create real value, a strategy must establish a shared core narrative – a backbone that connects every activity and message. That core text ensures that each communication effort, whether it’s a media interview, a campaign, or an internal post, consistently strengthens the Commissioner’s image in the desired direction.”

An inclusive process

The project began with a thorough mapping process that included interviews with representatives of ministries, partner organisations, employers, NGOs, and journalists. The team also analysed media coverage, social media communication, and website content to form a comprehensive picture of the institution’s public visibility and tone of voice.

“From the interviews, one message became clear: the Commissioner’s role needs more clarity, courage, and visibility. The institution should not be seen only as an arbiter, but also as a moral compass — a ‘compass for an equal society’,” says Helena Loorents.

Several joint workshops were held to refine the strategy, map potential risks, and discuss key messages for various crisis scenarios. To make sure the strategy wouldn’t remain a document on a shelf, the process culminated in a creative brainstorming session with the Commissioner’s team to develop a practical PR plan.

“A playful approach encouraged people to think outside the box,” Helena recalls. “It led to a wealth of creative ideas — collaborations, campaigns, and events that could make the Commissioner’s focus topics more visible and meaningful, raise public awareness, and broaden understanding of equality. The exercise also brought fresh energy to the team’s everyday routines and helped them see how their messages could reach different audiences in new ways.”

A practical framework

As a result of the project, the Commissioner’s Office received a comprehensive set of communication tools:

1. Communication strategy – a framework providing focus for everyday communication, including a PR plan filled with original and actionable ideas.
2. Risk map and crisis communication plan – tools to anticipate and manage situations that could challenge the institution’s credibility.
3. Visual crisis manual – a simple, step-by-step guide for the crucial first hours of a crisis.

In addition, the team participated in a crisis communication training, where the newly developed tools were put to the test through a realistic simulation.

According to the consultants who led the project, working with the Commissioner’s Office was an exceptionally rewarding experience.

“We had the chance to collaborate with a wide range of inspiring local and international experts, gaining insights into fields we hadn’t encountered before,” says Helena Loorents.

“Most importantly, we were able to contribute to making a vital institution – one that helps build a fairer, more equal society – more visible, resilient, and effective. Together, we created a communication system that keeps the organisation on course, even when the wind blows against it.”