The article makes reference to the insufficiencies in the adequate use of educational communication for the performance of their functions, which are manifested in the sports directors of Holguin province, which negatively affects the establishment of a sociopsychological climate in interpersonal relationships that favor the development of the different activities carried out by leaders and collaborators. A strategy of overcoming is proposed to enhance the communicative competence in the directors of the provincial sports directorate of Holguin, based on the relationship of psychological, linguistic and didactic aspects. It is structured in four stages, each one of which explains the operations necessary for its implementation. The realization of the research required the use of theoretical, empirical, mathematical-statistical methods, as well as the application of psychological techniques. Key words. Executives, communicative competence, strategy