External communication corresponds to all the communication actions put in place by a community, a company or any other organization in order to promote its activity and its image to the public. The external communication of a company with individuals depends on the marketing objectives of the company, that is to say the targeted targets and the desired positioning. For the company, external communication is also available for its institutional clients or journalists. It is generally based on the implementation of advertising on the implementation of advertising campaigns in the media and non-media promotional campaigns, on the development of personalized communication within the framework of direct marketing. A company's external communication is not independent of the social and political context: in the event of a serious crisis where the company is involved, its external communication may be limited to crisis communication.