| Summary: | Any organization, in order to avoid an information attack from the external environment,
creates connections with key persons: leaders of opinion, administrators of rival companies, local
officials. There are three types of external communication: operational, strategic and promotional. In
the communication process there are at least three categories of barriers: language barriers, perception
and environment barriers. Using reframing in the external communication allows its adjustment and
optimization in order to send a certain message as correctly as possible. Using reframing allows for a
certain situation to be approaches from different angles, it allows a better adaptation of the
employees‘ behaviours to the environment, of the organization or customers‘ needs.
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