<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0122-8285</journal-id>
<journal-title><![CDATA[Palabra Clave]]></journal-title>
<abbrev-journal-title><![CDATA[Palabra Clave]]></abbrev-journal-title>
<issn>0122-8285</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Sabana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0122-82852023000402641</article-id>
<article-id pub-id-type="doi">10.5294/pacla.2023.26.4.1</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Communicating for the Common Good. The Strategic Approach of Communications for Sustainability in Ecuador, Colombia, and Chile]]></article-title>
<article-title xml:lang="es"><![CDATA[Comunicar para el bien común. El enfoque estratégico de la comunicación para la sostenibilidad en Ecuador, Colombia y Chile]]></article-title>
<article-title xml:lang="pt"><![CDATA[Comunicar para o bem comum. A abordagem estratégica da comunicação para a sustentabilidade no Equador, na Colômbia e no Chile]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Orozco-Toro]]></surname>
<given-names><![CDATA[Jaime Alberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vega]]></surname>
<given-names><![CDATA[Melita]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Retamal-Ferrada]]></surname>
<given-names><![CDATA[Lorena]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ávila]]></surname>
<given-names><![CDATA[Caroline]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Durán]]></surname>
<given-names><![CDATA[Ana María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Pontificia Bolivariana  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad del Azuay  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Católica de la Santísima Concepción  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad del Azuay  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af5">
<institution><![CDATA[,Universidad del Azuay  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>26</volume>
<numero>4</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0122-82852023000402641&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0122-82852023000402641&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0122-82852023000402641&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study aimed to describe and analyze social responsibility communications management at large companies in Ecuador, Colombia, and Chile and contribute empirical observations to understand sustainability management in Latin America better. The study followed a quantitative approach and conducted a survey based on the Communications and Sustainability Convergence Model. The survey was administered to 96 executives in the three countries, who were asked to rate their practices in these two dimensions. Notwithstanding the limitations associated with survey respondents self-evaluating their practices, we found that most of the companies surveyed categorize their communications and sustainability management as more strategic than tactical and that their practices fit within a scenario known as the Common Good, which aims at creating a triple social, economic and environmental value. However, conceptual differences emerge when understanding sustainability and where it should be focused within the organization. Further research is recommended to help achieve a consensus on the concept of sustainability and how it can be implemented through communications initiatives that benefit both organizations and the communities in which they operate.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de esta investigación es describir en forma comparativa la gestión de comunicación de la responsabilidad social en empresas de Ecuador, Colombia y Chile, contribuyendo a la observación empírica para una mejor comprensión de la gestión de la sostenibilidad en América Latina. El estudio tuvo un enfoque cuantitativo y aplicó una encuesta basada en el Modelo de Convergencia de Comunicación y Sostenibilidad, a 96 ejecutivos de grandes compañías de estos tres países, quienes calificaron sus prácticas con respecto a diferentes variables, dentro de los dos ámbitos. Sin dejar de tomar en cuenta la limitación de que son los propios comunicadores quienes responden sobre su trabajo, se encontró que, en su mayoría, las organizaciones en los tres países declaran gestionar la comunicación de la sostenibilidad de una manera más estratégica que táctica, considerando que sus prácticas se pueden describir dentro de un escenario ideal, identificado como la búsqueda del Bien Común, orientado a crear un triple valor social, económico y ambiental. Sin embargo, a pesar de estos esfuerzos, existen diferencias de tipo conceptual al momento de entender qué es la sostenibilidad y hacia donde se le debe enfocar en la organización, por lo que se recomienda un trabajo más orientado a lograr un consenso sobre el concepto de la sostenibilidad y la forma en que la comunicación puede promover su implementación, lo que favorece no solamente a la empresa sino a la comunidad en la que esta opera.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O objetivo desta pesquisa é descrever comparativamente a gestão da comunicação da responsabilidade social em empresas do Equador, da Colômbia e do Chile, contribuindo com a observação empírica para uma melhor compreensão da gestão da sustentabilidade na América Latina. O estudo teve uma abordagem quantitativa e aplicou uma pesquisa baseada no modelo de convergência de comunicação e sustentabilidade a 96 executivos de grandes empresas desses três países, que classificaram suas práticas com relação a diferentes variáveis dentro das duas áreas. Levando em conta a limitação de que são os próprios comunicadores que respondem sobre seu trabalho, constatou-se que, em sua maioria, as organizações dos três países relatam gerenciar a comunicação da sustentabilidade de forma mais estratégica do que tática, considerando que suas práticas podem ser descritas dentro de um cenário ideal, identificado como a busca do bem comum, orientado para a criação de valores social, econômico e ambiental. No entanto, apesar desses esforços, há diferenças conceituais na compreensão do que é sustentabilidade e onde ela deve ser focada na organização. Portanto, recomenda-se que mais trabalhos sejam feitos para se chegar a um consenso sobre o conceito de sustentabilidade e a forma como a comunicação pode promover sua implementação, o que favorece não apenas a empresa, mas também a comunidade em que ela atua.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Communications]]></kwd>
<kwd lng="en"><![CDATA[sustainable development]]></kwd>
<kwd lng="en"><![CDATA[organization]]></kwd>
<kwd lng="en"><![CDATA[management]]></kwd>
<kwd lng="en"><![CDATA[information and communication]]></kwd>
<kwd lng="es"><![CDATA[Comunicación]]></kwd>
<kwd lng="es"><![CDATA[desarrollo sostenible]]></kwd>
<kwd lng="es"><![CDATA[organización]]></kwd>
<kwd lng="es"><![CDATA[gestión]]></kwd>
<kwd lng="es"><![CDATA[información y comunicación]]></kwd>
<kwd lng="pt"><![CDATA[Comunicação]]></kwd>
<kwd lng="pt"><![CDATA[desenvolvimento sustentável]]></kwd>
<kwd lng="pt"><![CDATA[organização]]></kwd>
<kwd lng="pt"><![CDATA[gestão]]></kwd>
<kwd lng="pt"><![CDATA[informação]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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