The entire economic, political, and social Romanian environment is undergoing a processof quick transformation under the influence of some factors among which the most important areRomania’s process of integration into EU structures, the globalization phenomenon, liberalization ofnew markets, or the constant process of privatization. If we consider 2007 as the year of Romania’integration into EU, the Romanian business environment faces an unprecedented challenge. In anextremely short period of only a few years, public services organizations, trading companies or nonprofitorganizations must be in line with the European legislation and standards, in one hand, and onthe other hand, they must be very well prepared to face a direct competition with similarorganizations within EU or powerful multinational corporations. This preparation covers conceivingadequate strategies, permanently perfecting management, promoting the concept of preventativemanagement, improving human resources quality, up-dating companies’ technological level.However, the economic performance in a volatile and very competitive environment is unconceivablewithout a good management of communication activities.