Efficient, planned communication may have a significant impact on the changes of social behaviors of people, attitude towards a company. Moreover, it has an impact on formation of the image, which, in the consequence, may reflect in a specific economic dimension. We may come across an opinion more and more frequently that the information is more valuable than the capital. It seems though that one may gain a lot more through having access to the right information at the right time than through having a large capital at ones disposal accompanied by a lack of adequate data. Thus, the target of this work is to present a diagnosis of factors influencing the process of social communication and in the consequence - the formation of public opinion. The public opinion is in fact the effect of a dialogue maintained between the organization/the company etc. and its environment resulting from the process of information passing. The knowledge of factors influencing the mutual comprehension, and using them efficiently may appear as the force and power of successes of companies, institutions and people.