Abstract:

In managing an institution’s/organization’s capital of imagine, the “How do I say?” question is as important as the “What do I say?” question. It is about paralanguage importance in particular, and interpersonal communication in general – which continues to be (including today) the most efficient method to establish and maintain relationships with our fellows. Thus, first we define institutional communication (aimed at establishing the image of the organization) and provide a concise answer to the “What do I say?” question – aimed at the contents of the sent message. Secondly, we focus on the main idea of this work, the major role of style, paralanguage (with its patterns) in managing the image – which let us enter people’s inner universe and decode them correctly.