Human either alone, or with the community to live on, reach the objectives of communicating. The need to communicate with humans, is caused by the desire to influence the environment. Organizational and group communication, in particular to control the behavior of people working together and communication is an indispensable means of directing a certain purpose. This aspect of communication is not just an exchange of messages, a common event format in the process of human socialization

Institutional approaches to communicate and connect with the necessity of the communication process and the types of concept, the scope of organizational communication, advertising the place and importance in terms of marketing, advertising management, agency and media relations.