Communication in the organization is divided into two fields – internal and external communication. Strict separation of the structure of this communication forms vacuum that leads to bad reputation of the organization from the employees side. Тo create a representative and reliable image of the organization, it is necessary to develop a uniform style and boundaries of these communications.

Development of the internal communication ensures that employees will not often change workplaces and will show loyalty to the organization and will not cause losses to the organization with their actions. Internal communication is a safety and work efficiency tool, failure to use it leads to frequent staff turnover and defamation from former employees.

External communication includes not only communication with the client, but also with cooperation partners, competitors and potential clients. Many organizations narrow their marketing communication only to work with real customers, but work must be done with the help of external communication in order to attract potential customers in the future as well, without spending a lot of money and employees’ time on it.