At this point of development, the communication is done via release of chemical factors which bind to other cells and cause changes. The general problem of pattern formation in embryonic development has been extensively studied; see here:
https://en.wikipedia.org/wiki/Pattern_formation and https://en.wikipedia.org/wiki/Reaction%E2%80%93diffusion_sys...
I'm oversimplifying, bjut it's basically the gradient of a chemical that acts as a control variable.