Resumo

PRECIADO HOYOS, Ángela. Analysis of the Environment as a Strategic Communications Function in Social Responsibility Programs of a Group of Companies in the Colombian Electricity Sector. Innovar [online]. 2015, vol.25, n.55, pp.11-22. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v25n55.47193.

Strategic communication, SC, contributes useful communications perspectives in contemporary organizations. Such perspectives include elements that analyze the environment and consider the interest groups according to their particular communication conditions. Given that social responsibility is aimed at attending to society's expectations in terms of organizational behavior, and that communication is what links entities with broader social systems, it is only natural for the analysis of the environment to be a weighty element in terms of the support communications professionals lend to social responsibility programs. In order to determine whether this assumption is in fact true, a study has been applied to a group of electricity sector companies in Colombia, based on interviews using semistructured questions in a questionnaire. The results show that not all those interviewed dedicate time to such activities and that among the professional roles that they fulfill, the technical profile tends to predominate, distancing them from a strategic communication exercise.

Palavras-chave : Strategic communication; analysis of the environment; social responsibility; Colombian electricity sector; professional roles of communicators.

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