external communication with customers, brokers, suppliers, competitors, media and general public is so vital to the organization and internal communication. These also must be highly integrated. Although external communication is linked to departments such as public relations and media, marketing, market research, corporate communications, etc. all members of the organization can perform functions of external communication and dissemination of the image of the organization. When you increase the feeling of belonging, where people feel identified with the organization and improve labor relations, convey a positive image out. At the same time, the image conveyed by the organization to society will determine the satisfaction of certain needs of status and prestige of its employees. When you work in a solid, important, concerned about social issues and conveys a good social image, to some extent also feels consideration of its social, also increase their sense of belonging. We are therefore faced with two communication systems (internal and external) interdependent and need to be managed in a coordinated fashion. However, innovation strategies in companies often fall communication preferably in external rather than internal. Patiño Gómez (1998) illustrates this situation in a metaphorical sense: "it makes much of outer clothing, which is, which people can appreciate, sometimes forgetting that the success of an outer garment that feels good lies in the quality and design of the underwear. "
Conclusion:
External communication is very important within the organization, as this will depend on the success of the company, either by communicating with suppliers, investors, even with the marketing of the company, for this to succeed, it is important advertising and this would be an external as well as the recommendations that have.
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