Communication is the process by which a company transmits messages to its various audiences, both internal and external, with the aim of informing, influencing, or strengthening relationships. It encompasses several forms: internal communication, which fosters exchange and cohesion within the company; external communication, designed to promote the company’s image and offerings to customers and partners; corporate communication, which highlights the company’s values ​​and commitments; and point-of-sale communication, which acts directly at the point of purchase. This process involves encoding and decoding messages, while also taking into account potential disruptions that may affect transmission.