Resumen

CASTANO GONZALEZ, Esther Julia. Communicating social responsibility, an option of corporative success to be explored in more detail. Rev. Lasallista Investig. [online]. 2011, vol.8, n.2, pp.173-186. ISSN 1794-4449.

This paper proposes a join work between organizational communication and social responsibility no as a panacea or a definite response to all the difficulties, but as an option of organizational success primarily focused on the reinforcement of internal processes and projecting that success externally. In order to give this idea an appropriate context, a journey going through the variety of situations that have had to be surpassed by organizations, given the fact that the external projection understood as competitiveness has made companies make changes in their productivity and, therefore, in their internal processes. Those changes and demands of the market have been taking place during the last decades and still require efforts and bring difficulties. The proposal suggests that it is not enough to make social responsibility. It has to be communicated and that communication must not be only external, as it has been so far, but internal, involving those stakeholders who are inside the organization, as a priority. This brings a priceless number of benefits that go beyond productivity such as sense of belonging, commitment, motivation, satisfaction and teamwork, among others.

Palabras clave : Social responsibility; organizational communication; stakeholders; human development; success; corporative change.

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