Talking about communication in business, it’s good to know that in present, the labor and production areas are under communication control. Every company must appoint and negotiate the internal and external relations for satisfying its principal partners. This means the inner organization must have power relations that are not excessively hierarchical, externally, the company must create the image and maintain it through a network of good relationships. To ensure stability and growth, each company, regardless of the nature and profile of its work, needs to send and receive messages on a few relatively distinct lines of communication: commercial (marketing), institutional, financial and internal. I’ll continue my article about communication in business with a very important part of communication: the commercial one.




Commercial communication is targeted upon users, consumers and care professional on products and services market. The purpose is to promote and sell products and services and its mission lies in creating trust in brands and products. Internal communication is targeted on its own staff, company employees, the factors are being mentioned in it are:
-          actions aimed in informing the staff;
-          activities aimed in creating vertical relations in both directions and horizontal within the firm, it is meant to facilitate the circulation of information;
-          Actions aimed in generating and obtaining participation, involvement and staff dynamics.
As I wrote in the above lines, communication in business it’s about institutional and financial communication also.
Institutional communication is targeted upon the entire business environment: the public, media, authorities, banks, opinion leaders, business partners and any other agents on the market. Its mission is to promote global identity of the company image, logo and its institutional interests. Public relations (PR) are responsible for this type of communication.

Financial communication is, partly, a component of the PR, whereas the main target is upon shareholders and investors. Its mission is to support and strengthen the exchange value and prospects of the company, its credibility to shareholders and other potential investors. Financial communication promotes global picture of the company on financial markets.All these types of communication are dependent on each other, and the consistent of messages sent to various targets is mandatory.In addition to the specific structure and processes, communication depends on a climate, specific to any organization. In the 50s, an American called Gilb signaled two types of climate: “defensive climate” and “open climate”. In the first type, “others” are considered to be a danger to the organization, forcing it to self-defense. The only world that exists it’s his world, a world that is constantly threatened. In contrast, the second type of climate provides open communication with “others” as there is willing to learn from others experience and opinions. The investigations made prevail, that generally, in many organizations exists a defensive climate. Such a climate is an obstacle to development.