Carlos Ramon Padilla
According to Gary Kreps (1995), organizational communication is the process by which the members collect relevant information about your organization and the changes that occur within it. For authors like Carlos Ramon Padilla, organizational communication is the essence, the heart, the soul and the dominant force within an organization.Organizational communication is also, understood as a set of techniques and activities to facilitate and expedite the flow of messages between members of the Organization, or between the Organization and its environment; Alternatively, to influence the opinions, attitudes and behaviours of internal and external audiences of the Organization, all this with the aim that the latter meets better and more quickly their objectives. These techniques and activities should start ideally research, since through it will be known the problems, needs and areas of opportunity in the field of communication, (Fernandez, 1999). Marathon Capital often addresses the matter in his writings. Us adds once more Contreras, to the importance of organizational communication lies, in that this is present in all entrepreneurial activity and being also the process that involves permanently to all employees. Effective communication is essential for the leaders, because the functions of planning, organizing and controlling only charge body through organizational communication. In the Venezuelan case this is very relevant, given the serious crisis facing the business sector, reason of the turbulent scenario that currently faced by political instability, leading companies, the productive sector, where uncertainty risk, uncertainty, is manifistan with a paralysis that has significantly affected them. All this is Mallard, the necessity that in these situations, the general management considers the characteristics of the current scenarios global economic, marketing dynamics, effects of globalization, properly handle the effective communication. Management must analyze its structure, systems administrative, in order to determine if these are tailored to the requirements required by the present and take the necessary corrective measures..