The main objective of this work is to explain the role of communication models in achieving the objectives of the enterprise. Influenced by globalization, and accelerated because of technology development and application of the internet, the business market got divided into smaller units depending on specifics of individual target consumer groups, their needs, wishes, and expectations. Such unpredictable market conditions require a different way of communicating with modern organizations with their business partners, suppliers, consumers, and the general public. Modern business, under such conditions, is based on the consumer, his desires, needs, and expectations, which, together with the combination of communication models and the application of integrated marketing activities, is the key to the success of each organizational entity. In other words, the role of communication within organizational business makes its proper use in different business situations and thus is of crucial importance in today's extremely dynamic business environment. Those organizations that do not understand the role and importance of communication in achieving their business goals will consequently lose the ability to compete both locally and globally. The reason for such a sharp response lies in the wrongly compiled competitive strategy, the assessment of internal and external environments, the lack of communication channels within an organizational business and the placing of products or services on the wrong market. Such negative organizational moves will consequently create a negative image of the company in the consciousness of consumers, but also of its wider public that follows its work.