The literature indicates that the elements of the culture that lead to greater innovation are: tolerance to failure, the willingness to experiment, psychological security, the culture of collaboration, the culture of recognition, continuous learning, the adhocratic culture with little hierarchy and horizontal communication, and a culture of orientation towards the end user, among others (Michaelis et al. 2018; Rao & Weintraub, 2013; Eisenmann et al. 2013; Pisano, 2019; Kuratko et al. 2014; Tian et al. 2018 ). On the other hand, we know that the process to create and maintain a culture of innovation is not easy, and that the leadership of collaborators or intra-entrepreneurs (employees who take the leadership of innovation), management support, and correct communication of strategy and culture are key (Deprez, et al. 2018; Soken et al 2014). However, we cannot clearly outline in the existing literature what is the role of communication in the formation and maintenance of the culture of innovation.