Any organization, in order to avoid an information attack from the external environment, creates connections with key persons: leaders of opinion, administrators of rival companies, local officials. There are three types of external communication: operational, strategic and promotional. In the communication process there are at least three categories of barriers: language barriers, perception and environment barriers. Using reframing in the external communication allows its adjustment and optimization in order to send a certain message as correctly as possible. Using reframing allows for a certain situation to be approaches from different angles, it allows a better adaptation of the employees‘ behaviours to the environment, of the organization or customers‘ needs.