improve the convergence between Swiss foreign and domestic policy. Clear goals and measures are required. 3.2.4. Communication is integral to foreign policy Communication is essential in linking foreign and domestic policy more closely. It not only constitutes a form of management support, but can also serve as a strategic foreign policy instrument. On the one hand, the task is to create a broader domestic support base for foreign policy by communicating and explaining it in an easy-to-understand manner. On the other, communication is growing in importance as a means of safeguarding foreign policy interests. How Switzerland is seen by the rest of the world has an impact on its opportunities for action and its attractiveness as a place to live and do business. Given the global competition between states, Switzerland must actively shape the way in which it is perceived abroad. It must not allow its image to be determined by actors seeking to create advantages for themselves according to their own interests and agenda. Consequently, communication must be more closely linked to content. Switzerland must develop key messages and strategic narratives for the relevant dossiers and communicate them whenever it has the opportunity. Targeted marketing is one way of supporting foreign policy by influencing how Switzerland is seen abroad. The majority of new communication instruments and arenas are digital. They should be used systematically as an effective means of conveying the key messages of foreign and domestic policy to the relevant target groups. This is an area in which government politics lags behind. Non-state actors use digital communication to increase their power to define topics and thus boost their political influence. Completely new political marketing instruments have emerged in the digital sphere, such as collecting signatures over the internet or crowdsourced lobbying. This refers to the sending of a vast number of emails from members of the public to members of Parliament, for instance, and marks the beginning of a new political trend. 23 2028 Foreign Policy Vision Social media open up opportunities for foreign policy. But they also decentralise communication, which can be challenging for an organisation like the FDFA. A clear definition of responsibilities and powers is required, and employees must be given more training. Lastly, communication plays a key role in protecting against disinformation. Although Switzerland clearly does not require a Ministry of Truth, it should nevertheless counter fake news with effective, fact-based information. At the same time, the education of tomorrow will also mean helping citizens to exercise and preserve their digital sovereignty.