Please use this identifier to cite or link to this item: http://hdl.handle.net/10609/149355
Title: ¿Ser o parecer socialmente responsables? Cómo visibilizan las agencias de relaciones públicas su implicación en proyectos de RSC ajenos y propios
Other Titles: Being or appearing socially responsible? How do public relations agencies demonstrate their commitment to Corporate Social Responsibility (CSR) projects, whether they are supporting external initiatives or pursuing their own
Author: Estanyol, Elisenda  
Compte-Pujol, Marc  
Lalueza, Ferran  
Citation: Estanyol, E. [Elisenda], Compte-Pujol, M. [Marc], & Lalueza, F. [Ferran]. (2024). Being or appearing socially responsible? How do public relations agencies demonstrate their commitment to Corporate Social Responsibility (CSR) projects, whether they are supporting external initiatives or pursuing their own [¿Ser o parecer socialmente responsables? Cómo visibilizan las agencias derelaciones públicas su implicación en proyectos de RSC ajenos y propios]. Revista Latina deComunicación Social, 82, 01-28. https://www.doi.org/10.4185/rlcs-2024-2181
Abstract: Introducción: Desde la introducción de los Objetivos de Desarrollo Sostenible (ODS), el desarrollo sostenible y la Resposnabilidad Social Corporativa (RSC) son una de las principales tendencias estratégicas en relaciones públicas (RRPP). La presente investigación tiene como objetivo identificar si las agencias visibilizan su oferta de servicios especializados en RSC, y comprobar su propio compromiso en la materia. Metodología: Se han analizado las webs de 50 agencias de comunicación y RRPP que operan en España, a partir del ranking de referencia de El Publicista (edición 2022) y un total de 66 campañas de RSC. Se ha aplicado el análisis de contenido cuantitativo y cualitativo, siendo las variables analizadas: tipo de consultora, servicios de RSC ofertados, casos de éxito de RSC mostrados, acciones de RSC propias implementadas, y profesionales especializados en RSC. Resultados: Todavía existe una gran cantidad de agencias que no ofrecen servicios específicos en el ámbito de la RSC (58%) ni cuentan con profesionales especializados en el ámbito (sólo un 12%). Sin embargo, los 43 casos de éxito en RSC desarrollados para sus clientes evidencian su creciente capacidad para convencer a los sujetos promotores (clientes actuales y potenciales) sobre el impacto positivo de la RSC en la reputación organizacional. Discusión: El propio sector de las RRPP no demuestra el mismo nivel de compromiso, dado que la implementación en la industria de acciones propias de RSC es un fenómeno aún minoritario (34% y 23 campañas propias de RSC identificadas), si bien es cierto que puede servir de acicate para que otras agencias sigan esta vía.Conclusiones: Se ha comprobado que en muchas de las campañas se aplica una de las estrategias recomendadas desde la disciplina de las RRPP referente a la comunicación de la RSC: la vinculación de la acción de RSC con la propia actividad del sujeto promotor, ya sea éste la empresa cliente o la propia agencia adoptando estrategias de colaboración pro-bono con entidades sin ánimo de lucro.
Introduction: Since the introduction of the Sustainable Development Goals (SDGs), sustainable development and Corporate Social Responsibility (CSR) are one of the main strategic trends in public relations (PR). Our research objectives are to identify whether the PR consultancies make their offer of specialized CSR services visible, and to verify their own implication in the issue. Methodology: We have analyzed the websites of 50 communication consultancies that operate in Spain, based on the reference ranking of the magazine El Publicista (2022 edition) and 66 CSR campaigns identified through these websites (43 campaigns developed for their clients and 23 promoted by the agencies themselves). Quantitative and qualitative content analysis has been applied, with the variables analyzed being: type of consultant, CSR services offered, CSR case studies shown, own CSR actions implemented, and professionals specialized in CSR. Results: Results show that there is still a large number of agencies that do not offer CSR specific services (58%) nor do they have specialized professionals in its communication (only 12%). In turn, the 43 CSR case studies developed for their clients prove their growing ability to convince promoters (current and potential clients) about the positive impact of CSR communication on organizational reputation. Discussion:However, the PR sector itself does not demonstrate the same level of implication, given that the implementation of own CSR actions in the industry is still a minority phenomenon (34%, and 23 CSR campaigns), although it is true that it can serve as an incentive for other agencies to follow this path. Conclusions: CSR communication represents an area of PR specialization which, in the case of agencies operating in Spain, means that almost half claim to offer communication services in this field. Although, according to their websites, there are still few professional specialists in this matter within the agencies, and few also the agencies that promote their own CSR actions through this channel (as companies that they themselves are), an offer of specialized communication services mostly linked to the SDGs in the field of health, well-being and environmental protection has been detected.
Keywords: communication agencies and consultancies
corporate social responsibility-CSR
organizational reputation
public relations strategy
sustainable development goals-SDG
PR
campaigns
DOI: https://doi.org/10.4185/rlcs-2024-2181
Document type: info:eu-repo/semantics/article
Version: info:eu-repo/semantics/publishedVersion
Issue Date: 18-Dec-2023
Publication license: http://creativecommons.org/licenses/by-nc-nd/4.0/es/  
Appears in Collections:Articles
Articles cientÍfics

Files in This Item:
File Description SizeFormat 
Estanyol_RLCS_Ser_o_parecer.pdf1,52 MBAdobe PDFThumbnail
View/Open
Estanyol_RLCS_Being_or_appearing.pdf1,24 MBAdobe PDFThumbnail
View/Open
Share:
Export:
View statistics

Items in repository are protected by copyright, with all rights reserved, unless otherwise indicated.