Acta Universitatis Danubius. Relationes Internationales, Vol 7, No 1 (2014)

Using Reframing In The External Communication Process Of The Organization

Cornel Marian Iosif


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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