The strategy of organizational communication includes all the methods of communication available to a company, in all its directions. It is to be carried out within the communication department, but requires the collaboration of all the other departments. The company is reaching out to a wide audience. This does not mean „selling” its products or brands, but promoting the organization both for its employees (internal communication) and for all economic, social and political agents (external communication). The strategy of communication in an organization is global, within it being found every type of communication. However, its elaboration must take into account, first of all, the realities of the external environment, the organizational system, the tasks and the objectives of the company. This article provides a contextual analysis that allows to identify the main needs in terms of organizational communication of the national public media service provider „Teleradio-Moldova". Consequently, a number of objectives are defined for external and internal communication. A series of actions are also proposed that would contribute to the realization of the corporate preparation for the successful implementation of the communication strategy.