From then on, the agencies of the federal, state and municipal government had started to create its legislaes and norms disciplining the operations of the enterprises in its diverse sectors. Process that walks to devagar but, however, is responsible for great modifications in the behavior of the industries and the consumers. It appears, then, the necessity of if investing in the ambient management so that the organizations have the control preventing passive futures as fines or accidents that can re-echo of negative form in the image of the company. One of them pillars of the ambient management are the communication programs. Sanchez (2006) characterizes the communication programs as more important complements of any program of ambient management, the most admitted for the companies, however, less the most understood, a time who frequent are confused with programs of public relations to vender new products. The communication programs they act searching to inform the public opinion on the activities and ambient programs, to the time, listen to the opinions and perceptions of the population regarding this performance. Thus ' ' they construct the image of empresa' ' , as it ahead affirms Sanchez (2006) of 4 the interested people.
Although Sanchez (2006) to consider that the programs of ambient communication do not possess relation with action advertising executives, when saying that has an image construction assumes the use of the ambient marketing as tool, not necessarily to vender a product, but, becomes evident, that if vende an image. E, on the other hand, other economic instruments had been created to influence the behavior of coherent form directed toward efficient resulted ambient goals aiming at on the rational consumption of the scarce resources. Nuances between the communication and the ambient marketing, well is defined through the responsible technological development for the magnifying of the medias and of diversification of the available medias, influencing the behavior of the consumer, when verifying that the ambient image of the company.