A schoolis part of the socialenvironment, from which influences operate directly and indirectly. The school and the environment interact openly and dynamically. On the other hand, the social environment influences the school. Influence may or may not stimulate the development ofschool goals. On the other hand, aschool can never escape the forces of the environment. Schools, in turn, are able to influence the environment. The interaction between the school and the external environment requires constant attentionfrom management.The continuous survival of the school depends on how the management team adapts it to external conditions. Specifically, the influence is given by the relationships in which the school engages with different individuals,different groups and organizationsinthe community.Attitudes and behavior in the interest of the organization are defining its external image. In fact, eachrepresents the image of the organization in relations with differentpartners and beneficiaries. Through everything it represents and through the actions taken, the organization communicates with the external environment. sends messagesto different components of the environment, communicates with them by establishing a promotional communication. Marketing is at the interface between the institution and the outside world. It means that the marketing policy of an educationalinstitution operates in a complex, rapidlyevolving environment. Communication creatively promotes transparency, motivation, positive behavior and communication skills of employees.