دانلود رایگان مقاله عدم تمایل به صحبت کردن، گوش دادن: متخصصان روابط عمومی و مشارکت آنها در برنامه های CSR در اسپانیا

abstract

This article examines the type of contributions that public relations professionals make towards Corporate Social Responsibility (CSR) programmes, while discussing the issues and obstacles they face to enter into that professional area. To do so, the authors have looked at the top publicly owned companies in Spain, which are part of the so-called IBEX35®. The research included semi-structured interviews and interpretative analysis of official documents and reports. Our findings suggest that despite normative claims from CSR departments that downplay the importance of public relations in the design and implementation of CSR programmes, the empirical evidence suggests otherwise. In this context, our findings show important operational deficiencies and accountability deficits precisely because of the lack of public relations input in the design and implementation of these programmes.

6. Conclusions

The overall findings suggestthat public relations professionals are not considered to be ‘fitfor purpose’ by those managing CSR programmes in the biggest companies in Spain. Neither do these managers see public relations as an essential part of their own activities, despite overwhelming evidence and numerous theoretical approaches that indicate the contrary. We believe that these views are in part the result of a complex set of circumstances which require further research such as the historical development and cultural contexts of public relations in Spain.