This article builds a theoretical reflection about the difficulties faced by communication being seen as a science. This is undoubtedly reflected in the communication process of organizations and the strategies used, such as digital influencers. The complexity of the subject is cover by invoking epistemological studies of communication, as well as those that stick to organizational communication and digital influencers. The discussion does not
indicate a set and finished answer, as organizational communication is not limited to specific actions. On the contrary, it encompasses a much larger and more complex process that is not
understood yet by those involved.