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The purpose of this paper is to explore how the political parties will approach older people in the run-up to the General Election.

A review of what was announced in the autumn party conferences, and what older people and their organisations have been pressing for.

A personal and subjective article, the conclusion is that there will be a lot in the forthcoming General Election of importance to older people.

The perspective is entirely personal.

The purpose of this article is to introduce the research field of management tools to communication management scholarship and open up new avenues for the field.

The first part examines established knowledge from the strategic management literature about management tools as a means to support and facilitate organizational decision-making. The second part reports on a survey among 125 communication practitioners in corporate communication departments about the use of 32 tools for the analysis, planning, implementation and evaluation of communication.

The study sheds light on the perceived relevance and benefits of tools, as well as on knowledge and satisfaction and on general patterns of tool use. The findings demonstrate that tools are gaining in importance, but there is a lack of understanding, training and documentation of tools. Tools for planning and implementing communication are most widely spread, reflecting the operational focus of corporate communication.

Practitioners find value in the compilation of the most popular tools and implications on how to reflect about tool usage and outcomes.

The article provides directions for future research and reflects about tools as a means to bridge the divide between theory and practice.