The necessity of communications. You cannot make a sale without communication, and you cannot have an organization without it. Perception and persuasion are integral parts of communication in both the sale and construction of the organization.
Credibility is the key to all perception.
If I don't trust you, I don't deal with you. You can lose your permission to operate. Society can take it away. Persuasion is used to build and win credibility Public communications. Third parties often monitor communications between buyer and seller.