Effects of Communication on organizational change.

Nowadays we speak of communication as the link that gives meaning to the parts of a system, i.e. harmony, commitment and sequence of activities organized in a system that are achieved thanks to communication, so Arras (2008) considers it as the "...essential element in a system that unites the parts or subsystems to facilitate their interdependence, stating that it is "...the vital fluid of an organization". It can be said that communication is an activity of power when it focuses on influencing commitment, morale, behavior and achieving better performance to achieve organizational change, understanding this strategy as the means that are sought and used to achieve common goals and objectives.

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There is evidence of the important role that communication plays when changes are being made, which is why it is considered to be an integral part of the strategies used to inform the staff of the problems and challenges that the organization faces, as well as to reduce uncertainty... In several case studies it has been observed that communication - through verbal and non-verbal, formal and informal messages - is a key factor that is deliberately used to initiate and achieve change and at the same time generate bridges to build the necessary trust so that change can be achieved. The acceptance of change by organizational members may also depend on the communication skills that managers possess when sharing information and establishing structured and effective communication programs. Likewise, there is evidence that indicates that organizational discourse can support change agents in managing change.

From this perspective, it can be inferred that new challenges give rise to the need for improvement and innovation, so that today, companies have seen the need to intervene in the processes that occur in human capital and in the interpersonal relationships of their workers, since these have a direct impact on the company, so it is necessary to create solid foundations to build the future and success. This process is undoubtedly one of the most important in any organization, since communication is an indispensable and changing element that involves all the personnel of an organization and makes possible all the other processes to achieve the results that the company or institution intends to reach.

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In this regard, Fernandez (2009) states that organizational communication is the total set of messages that are exchanged among the members of an organization between it and its environment, likewise refers that the success or failure of an organization, as well as that of its leader is directly linked to the quality and effectiveness of this process, since depending on this will be the organizational success. In this same sense, the meaning or conceptualization of communication is no longer the same, since before it was only a phenomenon of message exchange between the sender and receiver, and now it is recognized as the unique capacity of the human being to adapt and know his environment, in order to promote change towards a better organizational climate, productivity, positive changes and efficiency in the individual, since this process (communication) affects his conduct and behavior.

On the other hand, Hellriegel, Jackson and Slocum (2002) state that organizational change is any transformation in the design or operation of an organization, that is, organizational change consists of providing new information, new behavioral models or new ways of teaching employees to do things right". From the above, we can say that organizational change is the alteration or variation of an existing situation directly influencing the subject, since organizations do not escape from this event, so they must be prepared for this need to innovate and reorganize. Therefore, it is in this process of change where communication must be informative, complete and timely in order to reduce fears and raise the performance and the need for change for the dissemination of innovations, is for this purpose, the agent of organizational change, as it aims to help individuals affected, to see the need to change and improve, encouraging the individual to the need to perform this process. It is from there where the importance of conceiving positive changes in any institution is born and more when talking about communities in general as in this case, through communication, will favor and benefit all individuals that make up the community in terms of economic, cultural, technological, among others.