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Title: El paper de la comunicació corporativa i les relacions públiques en els plans d'igualtat de les empreses
Author: Rueda Hernández, Ana
Tutor: Campo Fernández, Jordi
Keywords: corporate communication
gender equality
corporate social
corporate culture
public relations
equality plan
gender studies
Issue Date: Jan-2020
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: Corporate communication and public relations are strategic assets and with an increasingly important weight in the current company project strategy. Organic Law 3/2007 for the effective equality of women and men regulates the need and obligation for companies to design and implement internal equality plans. Royal Decree Law 6/2019 of 1 March, promotes urgent, more specific measures, with more mandatory, controls and penalties. To implement this equality policy it is necessary to link all areas of the company. Leading this initiative will correspond first to senior management, followed by management and / or union representation. In addition, the creation of a negotiating and joint commission to open a transparent and transversal communication responds to an obligatory nature. In this sense, the areas of human resources, communication and public relations must inform, train and motivate the entire workforce, as well as communicate, persuade and sensitize the entire staff respectively, because they are participants in the implementation of the value of equality in the identity of the company. The interfunctionality of these areas and the role of corporate communication and the management of relations with the public as a link that articulates this strategic policy in the company is patent. The company becomes aware of its potential as an agent of change and the workers of its value in the development of this corporate social responsibility. The step towards a socially responsible company happens when social responsibility is integrated into the corporate culture, and the company feels it as its own identity. The communication has the ability to disseminate the equal opportunities plan in the internal and external scope of the company. This diffusion is more than an extension of knowledge, it is a matter of corporate culture and relations with the diverse audiences of the company that reverts to its corporate reputation. Therefore, the presence and virtual actions are combined with communication and public relations campaigns. Traditional corporate communication channels are combined with digital ones: corporate website, blogs, intranet, social networks, etc. that project a growing role. The management of integral and multichannel communication takes on the challenge of communication professionals who have seen how in recent years their functions have been extended to the value of intangibles: reputation, brand, responsibility and corporate culture.
Language: Catalan
Appears in Collections:Trabajos finales de estudios de género
Treballs finals de carrera, treballs de recerca, etc.

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