The direction of communication has gained in recent years great importance within organizations. Both public institutions and private, have increased with the figure of professional communication to convey its mission and corporate identity. The latest studies in this area confirms that institutional communication has become in recent years in an essential area of organizations.

At the same time, not always correctly understand this profession. This is due, among other factors, there is a wide variety of terms to refer to this field of activity. Notions such as propaganda, publicity, corporate communications, public affairs, institutional advertising, organizational communication and business communication, among others, have tried to explain the object and purpose of this function. Moreover, the level of development is very different across countries and still notable deficiencies are also observed in some companies and organizations. At the same time, the presence of these contents in school administration and business management remains inadequate.

Moreover, the communication address is experiencing a new cycle with the incorporation of new technologies. Thus, the need to communicate with all stakeholders (employees, customers, the public, customers, shareholders, suppliers, partners, journalists, user associations, sector organizations, etc.) has been heightened with the explosion of social networks and platforms for online publication. In the end, the relationship with brands is building a more participatory than in times past mode.