Every company is subjected to various forms of dialogue between its innate and social environment. This exchange always entails communication, whether it be target-oriented and professionally implemented, on a sporadic and case-to-case basis, or purely left to chance. But only a thoroughly conceived, long-term communications strategy can have the effect of establishing the public image of a company which is in harmony with its self-awareness.

It is therefore in the inherent interests of every business, political or charitable organization to present its aims, performance and results in an appropriate form to the public.