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Communication is the primary factor in the success of an education organization. Understanding and knowing the mission and goals of the organization by all its members lead to the success of the organization if they were promoted by the manager through effective communication and were timely and accurately transmitted in an appropriate manner. The purpose of internal communication is to increase the motivation of members of the organization by facilitating understanding of the tasks the organization has and, implicitly, its staff. Quality management is based on active communication, in which the manager has as main objective the continuous optimization of communication at all levels, and the removal of barriers to it, in order to achieve the proposed objectives, by synchronizing and harmonizing the actions of all the members of the organization. In the first chapter I will present the role and importance of managerial communication, in the second that a manager communicates and in the third of the communication bottlenecks. As a research method I used the theoretical method.

Leadership is the influence that some people exert on others in order to achieve their goals in an organizational context. Leadership is a complex phenomenon that touches almost all organizational, social and personal processes. It depends on a process of influence in which people are inspired to achieve certain goals through personal motivation. The present article represents a brief review of leadership in cultural institutions, so in the first chapter I will present the types of leadership, the second key elements of the transformation for the exchange of knowledge and, lastly, the adaptation of leadership in the cultural field. The method of research used is theoretical.

Important in terms of culture is how to manage because it can bring many benefits, from spiritual to material. In cultural institutions, human resources are trained in the creative process. In this context, we can speak of a creative person. Depending on the type of cultural institution, creative staff play a more important or almost exclusive role. The creative process is the one that first defines the cultural institution.

Culture is known as the product of human activities and thinking, therefore culture consist intovarious numbers of concepts containing science, beliefs, arts, customs, etc. Thus unlike any otherdomains, culture needs a specific type of marketing that is adapted to its special cultural productsand services. In the cultural businesses the most important role goes to the creative personal,therefore this special type of personal will require special means of evaluation. The present articleaims to demonstrate the importance cultural marketing in evaluating creative personal, becausecreative personal acts like both productive personal and marketing personal at the same time. Thusevaluating creative personal should take into consideration their ability of promoting culture.