Practice proved not only that good communication skills were not sufficient but, there was, also, a
need for a thorough knowledge of the entire issue faced by the institution so that the ensemble communication
which sent public messages ought to be a successful one. The climate and the institutional order have become
more and more submitted to mobilisation and change and, not all the time, in a good way; by being in permanent
effervescency, the need for PR and institutional communication intervention is felt, at least externally. This
seems to have connotations of calmness and persistence. Their role is to identify the factors which threaten the
organisation and which are the methods of adjustment or remediation of a potential crisis situation